Abstract

CICOWIEZ, Mariano. Candidates and voters. Argentina’s 2019 elections’ images study. Reflexiones [online]. 2021, vol.100, n.2, pp.165-188. ISSN 1659-2859.  http://dx.doi.org/10.15517/rr.v100i2.42321.

Introduction The Frente de Todos coalition, which formed the main political alliance in opposition to the national government headed by Mauricio Macri, developed in the 2019 presidential elections a visual/audiovisual communication style which highlights the proximity between politicians and voters. In the last electoral contest held in Argentina, the above-mentioned coalition lead by Alberto Fernández and Cristina Fernández de Kirchner, disseminated, through conventional and digital means of mass communication, a series of spots and photographs in an attempt to make the women and men electors recognise, in the figure of its presidential candidate, a moderate, patient and reformist statesman in relation to the stalest practices of Argentine politics.

rincipal objective The present case study examines the technical images design disseminated by the Frente de Todos coalition through the Facebook platform.

Methodology The methodology consisted of building a corpus of observation units upon which an analysis was performed based on semiotic content.

Results The conclusion drawn from this study is that the Frente de Todos coalition developed a visual/audiovisual discourse strategy linked to the proximity that governs the audience democracies.

Conclusions This communication style constitutes the electoral production system currently ruling in Argentina, as a style of a period.

Keywords : Electoral campaign; Spots; Photographs; Style; Proximity.

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