Modulo Avunzudo do Formucion Polticu

Comunicucin politicu en
cumpuus electorules
S
Comunicucin politicu en
cumpuus electorules
Modulo Avunzudo do Formucion Polticu
lotooat|ooa| lost|toto |o Looocacy aoo ||octoa| /ss|taoco 2OO6
/soc|ac|oo C|v|| Taosaooc|a
|as ob||cac|ooos oo lotooac|ooa| lL|/ oo soo o||o,o oo oo |otoos
osoc|||co oac|ooa| o o||t|co. |as o|o|ooos oxosaoas oo osta ob||cac|oo
oo oosootao oocosa|aoooto |os ootos oo v|sta oo lotooac|ooa| lL|/,
oo so ,oota o oo |os M|oobos oo| Cooso,o.
So||c|too oo oo|sos o taooc| tooa o a|ooa ato oo osta ob||cac|oo so
ooboo |aco a:
lo|ooat|oo |o|t
lotooac|ooa| lL|/
S| O33+Stoc||o|o
S.oooo
lotooac|ooa| lL|/ |avooco |a o|vo|ac|oo oo sos taba,os, y osooooa
a |a oayo bovooao a |as so||c|tooos oo taoocc|oo o oooocc|oo oo
sos ob||cac|ooos.
|a osooto oba oosoota |a o|o|oo oo| aoto, oo oocosa|aoooto |a
o|o|oo oo |os oo|toos.
aaaaaaaaaaaaaaaaaaaaaaaaaaaa
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/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Cooo|oac|oo oooa|: 3oat|z ||aoos Cabao|||as
||aboac|oo oo cootoo|oos: Cs.a|oo Ca|o y Zooa|oa Matoos
|o|c|oo oo cootoo|oos: |||a 3||o |asto
L|soo a||co: |ooto |ooz-/|bo|a Stoat
Mot|vo oo |a caato|a: |.s.,c, ||a \|||acota 3avo
loos|oo: looota M|a||oos |.l.|.|.
||ooa oo|c|oo: oayo oo| 2OO6
T|a,o: 5OO o,oo|aos
Loos|to |oa|: 2OO6-+O3
lS3|: 9-8539-8O-8
1.1 u comunIcucIn poIiLIcu
CuuI es su objeLIvo
EIemenLos busIcos de Iu comunIcucIn
uru qu reuIIzur unu InvesLIgucIn en unu cumpuu eIecLoruI
u InvesLIgucIn de mercudo
LA COMLNICACIN POLTICA: Il ser percibe y es percibido
LA INVISTIGACIN IN LNA CAMPANA ILICTORAL
Qu es I ?
1.z ?
1.
z.1 P ?
z.z


Anexo
BIbIIogruIiu
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NICI
LA ISTRATIGIA III.-
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II.-
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;.1 RoI de Ios medIos de comunIcucIn en unu cumpuu


;.z ObjeLIvos de unu cumpuu de comunIcucIn
;. PresenLucIn en medIos de comunIcucIn


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LA IMAGIN IL CANIATO
IL POSICIONAMIINTO
.1 Qu es Iu esLruLegIu en unu cumpuu eIecLoruI?
.z EIemenLos de Iu esLruLegIu de cumpuu
LOS MIIOS I COMLNICACIN IN LA CAMPANA
IL MINSAJI
6.1 Qu es eI mensuje?
6.z Cmo se deIInen Ios Lemus y mensujes?
6. Cmo debe ser eI mensuje?
VII.-
IV.-
V.-
VI.- z1
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Tooas |as caoaas o|octoa|os soo o||oootos, o |o taoto oo ox|stoo caoaas |oa|os. lotoota
co|a o oot| osooooas s|o oo coooc|o|ooto caba| oo |a oa||oao os oo oo. |o ooa caoaa
o|octoa| tooo caob|a oo |ooa ooaoooto. |o o||o, |os ostatoas oo ooa caoaa saboo ooo |o
oo|co ooo oo caob|a os o| caob|o. |a ||ox|b|||oao ostato|ca os oo |oc||o osooc|a|. || ooo so
oaot|ooo ||oo o |oootab|o, a|oaoooto os soboasaoo o |a oa||oao.
|o |a actoa||oao, |os coooo|caooos o||t|cos oooooos soo, osooc|a|oooto, 'oooos oo |a
coooo|cac|oo' oos, |oy oo o|a, |a act|v|oao o||t|ca os oa coooo|cac|oo, os ooc| ooosa,os ooo
ooboo so oo|t|oos, ooota||zaoos o oootaoos. |o o,oo|o oo |o o|c|o, os |a |o|ooac|oo ooo
oaoo,ao |os ooovos o|ctaooos ooo, ba,o |a oascaa oo 'oooocatas', o,ocoo o| cooto| abso|oto.
|o so oo|ootao ya o|octaoooto a |os ooo|os oo coooo|cac|oo a tavos oo ootooos tao ab|otos
y bota|os cooo |a oxo|ac|oo, s|oo ooo |os cooto|ao '|oo|octaoooto', oo oaooa oco|ta y
o|oct|va, a tavos oo |a cooc|oo y o| c|aota,o. Saboo ooo so|o a tavos oo |os ooo|os oo
coooo|cac|oo, |oaao cooto|a a |a ob|ac|oo '|ovaotaooo' a|ooas oot|c|as, oco|taooo otas o
o,oc|oooo o| 'too|soo oo |oaoo' aa oosto| a |as osooas o |ost|toc|ooos '|ocooooas', y
tooo osto s|o o|saa ooa so|a ba|a.
|o oto |aoo, ooa s|toac|oo ooo taob|oo so osoota oo |as '|a|sas oooocac|as', os |a aotocoosoa,
os ooc| aooo||os ooo|os ooo, aoto ooa s|toac|oo c|t|ca, o||ooo ca||a o oooso oo o|||. |o
o||t|ca |a coooo|cac|oo os |oooaooota| y, |a o||t|ca oooooa os, aoto tooo, ooo|at|ca.
|s oocosa|o oc|sa, ooo |a coooo|cac|oo o||t|ca oo oocosa|aoooto osta o|||oa a aoa ooa
o|occ|oo. |a coooo|cac|oo o||t|ca oooo ot|||zaso taob|oo ooto otas a||cac|ooos: aa ooa
caoaa o||t|ca obooaooota|, aa oo o|oooooo, aa coosoo| ooa |oy o, o o| coota|o, aa
oooa|a. |s ooc|, |a coooo|cac|oo o||t|ca abaca oo osocto ooy ao||o.
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aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
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aaaaaaaaaaaaaaaaaaa
Presentucin

|| osooto oooo|o t|ooo cooo ||oa||oao b|ooa |o|ooac|oo oo o| tooa oo |a coooo|cac|oo

o||t|ca, ooo o|ooto a |otoos caoo|oatos oo |a |ao|||cac|oo, oao|zac|oo y o,ococ|oo oo ooa cao-
aa o|octoa|. /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Objetivo del mdulo
6
|o o| osooto oooo|o ostoo ooa oocoota |o|ooac|oo too|ca y act|ca osocto a |a
coooo|cac|oo o||t|ca, |a |ovost|ac|oo aa oooooo ooa caoaa y |as ostato|as ot|||zaoas
ooaoto |as caoaas o|octoa|os, o|oc|oooo o|ootac|ooos oooa|os y osoc|||cas aa caoo|oatos
ooo at|c|ao oo oo ocoso o|octoa|.
/s|o|soo, o| oato|a| |aotoa |oao|ootas aa taba,a coo ox|to |a |oaoo, o| os|c|ooao|ooto
y o| ooosa,o |oc|a| y osoc|||cos oo oo caoo|oato, tooaooo oo cooota |a |ootaoc|a oo |os oo-
o|os oo coooo|cac|oo oo ooa caoaa o|octoa|, cooat|oooo a|ooas |ooas so|oas oo |a
oxo|ooc|a aooo||oa oo caoaas o||t|cas o|octoa|os.
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
.
|a coooo|cac|oo o||t|ca os tooa act|v|oao oao|zaoa, o|||oa a taoso|t| oo ooosa,o ooo oo|ta
||oa a |os o|octoos coo o| ||o oo |o||o| sobo o||os boscaooo osoao||os, o|oota|os, oooca|os
o |o|ooa|os. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Todu lu cumpunu polticu so puodo sintotizur on lu idou
do comunicur un monsujo puru gunur votos.
1.1 Qu es lu comunicucin politicu?
;

LA COMLNICACIN POLTICA: Il ser percibe y es percibido
|' c',ct.c cct.' !c tc!. c... c'tc. c'cctc.' cs .. '.s c'cccccs. |sto ob,ot|vo oobo
so c|aaoooto ostab|oc|oo oos, oo o| osta|||oo oo ooa caoaa, o| caoo|oato os|oooc|a|, o| ,o|o
oo caoaa, |os vocoos y |os caoo|oatos a| Coooso soo|oo o|v|oaso oo o|, oo|oooo va||os|s|
oo t|ooo oo act|v|oaoos socoooa|as.
|o ooa caoaa o||t|ca oooocat|ca |a coooo|cac|oo ostaa s|ooo os|o|oa o ooa ostato|a
ooo bosca cata |os votos oocosa|os aa aoa |a o|occ|oo.
................................................
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
1. Cul es su objetivo?
\oaoos |os coato +) o|ooootos bas|cos ooo t|ooo ooa coooo|cac|oo: aaaaaaaaaaaaaaaaaaaaaaaa
1. Ilementos bsicos de lu comunicucin
os o| ooo taoso|to oo ooosa,o. |o |a coooo|cac|oo o||t|ca o| o| oo| oo|so
os asoo|oo, |oc|a|oooto, o o| caoo|oato. S|o oobao, |a caoaa oo s| o|soa os
ooc|, |a |ooa cooo so oa||za |a caoaa os ya, oo o s|, oo ooosa,o.
Il emisor:
aaaaaaaaaaaaaaa
1
Il mensuje: os o| coo,ooto oo act|tooos, cooooctas, |ooas y ooostas ooo ostao o|||oas
a| o|octo y a so ootooo. || ooosa,o os |o ooo so o|co y |o ooo oo so o|co. || ooosa,o os
o| co|o, |a |ooa, |as |oaooos y |os soo|oos oos|ca, s||batos, boobos, baooas), otc. /aaaaa
2
Los medios o cunules: oo ooa soc|ooao oooooa, o| ooo|o os aoto tooo o| ooo|o
oo coooo|cac|oo oas|va oo taob|oo |os o|t|oos, caavaoas y cao|oatas). aaaaaaaaaaaa
3
Il receptor: os oo|oo oc|bo o| ooosa,o, y oo ooa caoaa o||t|ca, os o| o|octo. a
4
|sooooat|caoooto, taob|oo, os |oooaooota| ooo ox|sta ooto o| oo|so y o| ocoto |a 'cooo-
o|cac|oo oo otooo' c cc!'.c' os ooc| |a aotoa oo| coo|to oo caoaa, oo| at|oo, oo|
caoo|oato y oo so ootooo o oscoc|a, o|a|oa o |ocooa |os ooosa,os ooo b|ooa o| ocoto.
|| oo oo oo oo caoo|oato y oo so ooo|o os oo oscoc|a. /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Lu osonciu do todo procoso do comunicucion os
quo ol sor porcibo y os porcibido.
Il ser percibe y es percibido
|sto coocoto os |oooaooota| oooo, .. c' c'cctc. s. ccccc cs '. c.'!.!. |aocoa
aaoo,|co ooo, oo |a o|scos|oo |||oso||ca. |a aa|ooc|a |a s|oo s|ooo oc|azaoa o so oo
so|o oo o||o,o oo |a oa||oao. S|o oobao, oo |a coooo|cac|oo o||t|ca, |a ococ|oo os o|
ooto oo at|oa y oo ||oaoa. |oo oooo tooo ooa |oaoo oo s| o|soo, oo s| |a ooto
oo oc|bo oo oaooa o|st|ota, osa ococ|oo ooo o| c|ooaoaoo t|ooo oo o|, os |a ooo |oa.
oos os |a ooo ooc|oo o| voto.
|o o,oo|o, s| oo caoo|oato so osoota a s| o|soo cooo |ooaoo y cooooot|oo oo
|a ooto |o oc|bo cooo ooot|oso y cooto, |o ooo ||oa|oooto |oa os |a ococ|oo
c|ooaoaoa. |o osto soot|oo, oo too|oos oo coooo|cac|oo o||t|ca, |o ooo |oota os sabo
cooo |as osooas ostao oc|b|oooo |a oa||oao. |o oooa|, tooo ob|ooo, |ost|toc|oo o o-
sooa,o ob||co oobo|a |aco oo soo|o|ooto ooaoooto oo so |oaoo aa sabo cooo os
oc|b|oo.
/...................................................
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
8
En comunicucion polticu, lu porcopcion do
lu roulidud ES lu roulidud.
Informndonos
Cmo se Iormu lu percepcin?
|a coooo|cac|oo oo os so|aoooto |a a|aba. |x|sto ooa coooo|cac|oo voba| y ooa oo
voba|. |a coooo|cac|oo voba| ao|a a |a a|aba, a |a azoo, a| oosao|ooto y abaca ao-
oas o| +% oo |a coooo|cac|oo |ooaoa. |a coooo|cac|oo oo voba| coooooo |os ostos,
|as act|tooos, |os soot|o|ootos, |os co|oos ot|||zaoos, |os oov|o|ootos oo| cooo y aba-
ca o| 96%.
/ |oc||os oo| s||o so oo|oza a ostoo|a, oo oaooa s|stooat|ca, |a oxos|oo oo
voba|, oos |os c|oot|||cos |otoyoo ooo |a |ooa oo cao|oa, oovoso y ost|co|a ovo|ao
ooc|o oo| caacto y |as oooc|ooos oo |a osooa. |s ooc| o| cooo, o so oov|o|ooto
y o so o|aoa, coooo|ca.
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa/////////////////////aaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Lu comunicucion no vorbul juogu un rol docisivo. Por ollo, no
os solo lo quo so dico sino quin lo dico y como lo dico.
Algunos ejemplos
|o |oto||ooto o|scoso ooooc|aoo o ooa osooa oo |oobos ca|oos, voz aaaoa y
o|aoa oat|ca, oo coovoocoa. || ooosa,o oo voba| ooo oso |oobo oos taoso|to oos
a|ota, oo o|vo|os o|oooos oo ooosta cooc|ooc|a, ooo 'a|o' oo |ooc|ooa, oo coovooco, ooo
oo va|o |a ooa osta atooc|oo, oos|ota ooosta |oto|c|oo, ooosto soxto soot|oo, os
ooc|, ooostos coo|os oo coooo|cac|oo oas aot|oos. Lo |oc|o, oo ooc|os oobatos, |a
ooo|a y |a coov|cc|oo |oto|o oo |os caoo|oatos, osao oas ooo |os aooootos. aaaaa
q
|o o| caso ooaoo, |a coooo|cac|oo oo voba|, a| ,oa oo o| ooc|s|vo oooto oo ooa cao-
aa o|octoa|, tooa |ootaoc|a s| coos|ooaoos ooo |a soc|ooao ooaoa oo os |ooa-
oooto oooooa, o oo os oooo|oaotooooto oooooa. Moooo|oao s|o|||ca ||botao,
aotoooo|a, caac|oao c|t|ca, ac|ooa||oao y, o |o taoto, coosoosos azooab|os ooto
at|oos, |ost|toc|ooos, ooo|os y c|ooaoaoos. |oo oo o| ooooo y, sobo tooo oo a|sos oo
oooooos, o| voto os, aoto tooo, oooc|ooa|, os ooc| |a oooc|oo, o| osto, |a act|too, |os
s|obo|os y |as |oaooos ooo so ocoao oo o| |ocoosc|ooto oo| o|octo soo ooc|s|vos. Lo
|oc|o, oo |as o|t|oas oocaoas, |os o|octoos |ao ostaoo a |a osoa y |ao votaoo o
oo 'sa|vaoo', oo 'oos|as', oo 'oots|oo', caoo|oatos coo ooostas oas b|oo obos oo
ooo |oaoo toca |as ||bas oooc|ooa|os. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Recordemos
Tooaooo oo cooota |os coato o|ooootos bas|cos oo |a coooo|cac|oo, o|aboo oo a||co
ooo ooooosto cooo |otoactoao |os actoos o|octoa|os oo ooa caoaa o|octoa|,
b|ooaooo a|ooos o,oo|os aa caoa o|ooooto.
c|o ooo so coos|ooa ooo oo ooa caoaa o|octoa| oo so|o os |ootaoto |o ooo so
o|co, s|oo cooo so o|co.
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
1o
.
Tooa caoaa o|octoa| bosca taoso|t| oo ooosa,o. |o o||o, aotos oo o|aboa o| ooosa,o
aoocoaoo, os oocosa|o oootaso |o s|o|ooto: aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
.1 Puru qu reulizur unu investigucin en un conteto electorul?

LA INVISTIGACIN IN LNA CAMPANA ILICTORAL
cCooo sabo |o ooo |a ooto oc|bo.
cCooo o|aboa sos |ooas.
cCoa|os soo sos ob|ooas, sos sooos, sos soot|o|ootos.
cCooo os so |oa|oa|o.
|aa osoooo a ostas oootas os oocosa|o |ovost|a. |sta os |a oo|ca |ooa oo coooco y, |a
|ooa aoo|a oo ooa boooa coooo|cac|oo, os coooco a| o|octoaoo. S| oo so |o coooco, so
ooa |ab|a, oo |ay ooc|as obab|||oaoos oo ooo o| ooosa,o oo ||ooo a| oost|oata|o.
|o o||o, ooooos oxosa ooa tos|s ooo aoco ooa aaoo,a: La campaa se inicia anIes de
Ia campaa. |s ooc|, |a otaa oo oaac|oo oo |a caoaa os tao |ootaoto cooo |a caoaa
o|soa y, oo |a oaac|oo oo |a caoaa, o| |oo aso oobo so |a |ovost|ac|oo.
/aaa
/aaaaaaaaa
|a |ooa oo |ovost|a aaoco ya |aco 25OO aos, oo '|| /to oo |a Cooa' oo Soo Tzo:
Ccccc . t. ccc , ccccctc . t sc , ..s ' '.t.''.s". loa|oooto, Socatos, oos
|oo ooa tos|s oooo|a: 'Cooocoto a t| o|soo'. |otoocos, oo ooa caoaa o||t|ca o|octoa|
os ooc| oo ooa 'bata||a' oooocat|ca |ovost|a os o| |oo aso, o| oas |ootaoto
y |oooaooota|. Tooo |o ooo so |aa oosoos ostaa ootoo|oaoo o osto.
|oa boooa |ovost|ac|oo, oos b|ooa |o|ooac|oo va||osa. |o o||o, Soo Tzo, aoa: tc
cccccs . t sc , c cccccs . t. ccc. |c '.s ..!c '. '.t.''.. cccccs . t. ccc
, c . t sc. c '.s ..!c '. '.t.''.. .'s ..!c. s c.'ctc tc cccccs , cccccs
. t. ccc". |so os o| ato oo aoa ooa ooa o ooa o|occ|oo: |ovost|a coo o| ||o oo co-
ooco |a c|coostaoc|a, o| oooooto o||t|co, o| aob|ooto soc|a|, |as |oozas cootooooas, |a
sob,ot|v|oao, o| aoo o oo oo coo|||ct|v|oao o aotaoo|soo y |as |oozas coo |as ooo coootas.
aaaaaaaaaaaaaaa
Informndonos
11
Qu es lu investigucin de mercudo?
. Lu investigucin de mercudo
|s oo t|o oo |ovost|ac|oo ooo s|vo aa obtooo |o|ooac|oo oc|sa acoca oo |os ob|o-
oas, oocos|oaoos y |oc|a|os oocoac|ooos oo |a ob|ac|oo. Coo |a |ovost|ac|oo oo
oocaoo so aoa||zao |as |ota|ozas y oob|||oaoos oo |os caoo|oatos, |as os|b|os a||aozas y |os
tooas oo caoaa. |oo|to, taob|oo, oo coooc|o|ooto sooootaoo o soctoos soc|a|os y
oos otaoos, os ooc| oo ooaoos). |oa voz |o|c|aoa |a caoaa, |a oa||zac|oo oo 'oocoostas
oo soo|o|ooto' y cc.s c. oo|too ooo| |a ovo|oc|oo oo |a caoaa, sos ac|otos
y obstaco|os y |a o|oct|v|oao oo sos ooosa,os. Lo osta oaooa so vao oo|ootaooo y
ooo||o|oooo |os cao|oos y so va oc|saooo o| o|scoso.
/| coooco caba|oooto o| oocaoo o|octoa|, toooooos oo ooosa,o aoocoaoo y, o |o taoto,
ooa oaooa acotaoa oo o|ac|ooaoos coo o| o|octo. |o oso, oso| |ao||tao, o| ost|-
|oso cooso|to o||t|co sost|ooo: |' !c c' cs.,c .c c' c.!!.tc !c'c cc.c. . 'cs
.ct.tcs cs .'c ctcc .. c' ctc !c '. c... , .. cs !c!c .. cc.cst. cs ..'c.''c.
)c. csc.'ctc. c t.t.. .c. !c ! .. c... s cc.cst.s .!cc..!.s. !c'
sc c!c .c c tct.. c.z. c' /t'tcc s .. '.,.'.." |oo c|ao, oo so tata oo
|oo |os oso|taoos oo ooa oocoosta y sa|| oo |oooo|ato a oooto |o ooo o||a oos o|co,
ostaoos o|||oooooos a a|o bastaoto oas coo|o,o.
|o o,oo|o oo ooa caoaa os|oooc|a|, cooosa| o ooo|c|a| so ocoo|oooa oa||za o|
taba,o oo |ovost|ac|oo coo oo ao y ooo|o oo aot|c|ac|oo. S|o oobao, oso|ta aaoo,|co
oocoota ooo |a oayo|a oo |os caoo|oatos so |aoza a cooot| s|o oo coooc|o|ooto o|oooo
oo| o|octoaoo. |sto ||ova a ooooos |acasos y |ostac|ooos.
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaa
Hoy o|a oo os os|b|o |ao|||ca so|aoooto ooa caoaa s|o ot|||za |os
ootooos oo |ovost|ac|oo oo oocaoo oocoostas, |ocos-oo y ooto-
v|stas oo o|ooo|oao oos soo vooaooos |ostooootos ooo oos
oo|too coooco o| oocaoo o|octoa| y, oo osta oaooa, |aotoa ooa
ostato|a acooo a |a oa||oao. /|ooas caoaas, a| oo coota coo
|ovost|ac|oo oo oocaoo ov|a a| |aozao|ooto, coootoo ooos osta-
to|cos, os ooc| ooos o|||c||os oo coo|. |o o| coota|o otas atoo
EN RESUMEN:
1z
coo |a |oooosa voota,a oo oo ostoo|o oo oocaoo ooo |os oo|to o|a-
boa |a ostato|a o||t|ca y oo coooo|cac|oo. /aaaaaaaaaaaaaaaaaaaaaaaa
Los mtodos de investigucin de mercudo se dividen en dos:
Mtodos cuuntitutivos: soo |as oocoostas oo o|o|oo y oocoostas 'a boca oo ooa'.
M|ooo |os oatos soo||c|a|os oo| aooaoa o||t|co basaoooso, bas|caoooto, oo oootas
coaoas. |o |ootaoto oo ooa oocoosta oo os ootoaso oo|oo osta oo |oo |oa oo oo
ootoo|oaoo oooooto s|toac|oo o oooas va|ab|o oo ooa caoaa s|oo tooo
|o|ooac|oo ooo oo|ta coooco |as azooos o |as ooo |os o|octoos o|ootao sos votos
|ac|a ta| o coa| caoo|oato. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
1
Mtodos cuulitutivos: soo |os '|ocos oo' y ootov|stas oo o|ooo|oao. 3oscao o-
|ooo|za oo |as oot|vac|ooos, sooos, o|ooos, oyocc|ooos y oxos|ooos oa|os oo|
o|octoaoo. / tavos oo osto ootooo ooooos |oosa a| coooc|o|ooto o|oooo, a |os
|oooaoootos o 'azooos' oo| o|octo aa oo||o| sos oc|ooos o|octoa|os. So basao oo
coovosac|ooos ||ox|b|os y coo oootas ab|otas. |o |os '|ocos oo' so oooo taob|oo
ova|oa o| o|octo oo |as osootac|ooos, o|scosos, a||c|os o |a ob||c|oao oo oo caoo|oato y,
oo o||os, ooooo so| oootas a |ooo|a oo |as oocoostas. aaaaaaaaaaaaaaaaaaaaaaaaaa
2
||oa|oooto ooooos ooc| ooo ooa boooa ostato|a o||t|ca at|a s|ooo oo oo ostoo|o so|o
oo| o|octoaoo a tavos oo |a oa||zac|oo oo ostoo|os taoto coaot|tat|vos cooo coa||tat|vos. |oso a
ooo |os o||t|cos soo|oo o|o| |as oocoostas a |os '|ocos oo', |o c|oto os ooo, s|o |os osto-
o|os oo o|ooo|oao, ooc|os oat|cos |ootaotos ooo so ostao ostaooo oo |a o|o|oo ob||ca
ooooo asa oosaoc|b|oos y caosa, oo a|oo oooooto, oo so|o ob|ooa oo |a caoaa.
/oooas, oo booo oocoostaoo oo so|o oaa oo booo coost|ooa|o s|oo ooo sabo |otoota|o,
ootoaooo oo aoa||s|s coyos oso|taoos ayoooo, oo oaooa coocota, a o|aboa ooa ostato|a
aoocoaoa. /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
1
Por tunto, lu investigucin nos permitir identiIicur clurumente los
distintos tipos de voto:
Il voto duro
|oosto voto o|||taoto y o| voto o|||taoto oo ooostos cooot|ooos.
Il voto indeciso
oo os os|b|o o|v|o| oo 'voto os|b|o' y 'voto o|||c||'.
Il voto blundo
|| voto oo| o|octo |otoosaoo oo oo c|aaoooto oo||o|oo.
Il voto imposible
|s o| voto ooo oo ooostos cooot|ooos.
Recordemos
|o o| caso ooo vaya a oooza a o|soa ooa caoaa o|octoa|, coo t|o oo |ovost|a-
c|oo oa||za|a y cooo |a ||ova|a a cabo.
coo asoctos oo| o|octoaoo |o aoco |oo|soosab|o sabo y o ooo.. Lo a|ooos o,oo-
|os a| osocto.
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
1q
.
|a ostato|a os |a |oao|oota |oooaooota| oo ooa caoaa, |a |ooa aoo|a sobo |a ooo so
oo|||ca tooa |a ooosta.
Sooo a|oo Loao: "La esIraIegia es el plah geheral que ihIegra Iodos los elemehIos y los pro-
yecIa para alcahzar el xiIo elecIoral".
|a ostato|a os o| cao|oo a soo| aa a|caoza o| ob,ot|vo o||t|co tazaoo. |os oo|to oo||o|
c|aaoooto cooo vaoos a |oa o| voto oo |os o|octoos. / tavos oo |a ostato|a so ova|oa o| to-
ooo o||t|co, |as c|coostaoc|as o o| c||oa oo ooo so va a oa |a caoaa, |a |oaoo oo| caoo|oato y
oo |os oos|toos, |os ob,ot|vos, o| ooosa,o, |a coooo|cac|oo, o| ca|oooa|o oo caoaa, |os ao|os
y, o oooo, |as os|b|os a||aozas), |os cooot|ooos a ooota y |os cooot|ooos a ooota||za.
/ tavos oo |a ostato|a so ootoo|oa o| oo,o oobo aa os|c|ooa a| caoo|oato, oo||o|oooo
so 'osac|o o|octoa|', o o| 'o|c|o' ooo o| caoo|oato oooo ocoa oo o| 'oocaoo o|octoa|'. |a
ostato|a oa oo ooto a| ooosa,o y a tooas |as acc|ooos oo caoaa. So oot|oooo ootoocos ooo
|a ostato|a oo coooo|cac|oo so oosoooo oo |a ostato|a o||t|ca.
/////////////////////////////////aaaaaaaaaaaaaaaaaaa//
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
aa
aaaaaaaaaaaaaaaaaaaaaaaaaaa
.1 Qu es lu estrutegiu en unu cumpuu electorul?

LA ISTRATIGIA
Juimo Durn sostiono quo "|... on Amricu Lutinu ol orror ms Irocuonto do
los polticos os uctuur sin ostrutogiu. Normulmonto no lu tionon puru uIrontur
su cumpunu oloctorul cuundo son cundidutos, ni puru logrur unu comunicu-
cion polticu oIicuz cuundo son gobiornos". Auuuuuuuuuuuuuuuuuuuuuuuuuuuu
Hay ooo tooo oo cooota ooo caoa caoaa os oo|ca y, oo oso soot|oo, |a ostato|a oobo o|soaso
oo acoooo a |a oa||oao o||t|ca y soc|a| coocota ooo so osoota oo oo ootoo|oaoo oooooto.
|ato oo oo aoa||s|s oo |a s|toac|oo y oooo oo cao|oo a soo|. |o osto soot|oo o| caoo|oato y so
ooo|o oocos|tao |o|ooac|oo coocta y actoa||zaoa a ||o oo oo||o| ooo oooo|o a| o|octoaoo.
1
|oa boooa ostato|a aoa||za cooctaoooto o| oooooto o||t|co y oo||oo |o
ooo t|ooo ooo ooc| y |aco oo caoo|oato aa aoa ooa o|occ|oo. aaaaaaaaaaa
EN RESUMEN:
Hay ooo tooo oo cooota ooo ooa ostato|a oobo coota coo: aaaaaaaaa|||aaaaaaaaaaaaaaaaaaaaa
. Ilementos de lu estrutegiu de cumpuu
Il diugnstico estrutgico:
Lus etupus de lu cumpuu:
Los escenurios:
Il mupu politico:
Il unlisis del voto:
Lu estrutegiu de posicionumiento:
Lu estrutegiu de medios:
os ooc|, tooo oo||o|oos |os |oc|a|os ob|ooas oo |a soc|o-
oao y |as a|tooat|vas oo so|oc|oo.
oaoo,a osto ooto os c|avo oooo |a caoaa o|octoa| osta
oo||o|oa o oos t|ooos: el Iiempo calehdario y el Iiempo poliIico. || |ooo |o ostab|oco
|a |oy y |os oao|soos o|octoa|os, o| sooooo ooo so ooooo|oa 'tooos' osta oo||o|oo
o |actoos ob,ot|vos y sob,ot|vos, os ooc| oooootos, s|toac|ooos y coyootoas ooo vao
oo||o|oooo a |os actoos o||t|cos.
o| caoo|oato os oo acto ooo osta oo oscooa|os ooo oooo y oobo oscoo.
Lo||o| |os oscooa|os os c|avo y |ooa ato oo| |ao ostato|co.
os o| coo,ooto oo actoos ooo |otoao o| oscooa|o o||t|co otos caoo|-
oatos, o|octoaoo, otooc|a|os a||aozas, ooo|os oo coooo|cac|oo).
osto oo|to aoa||za |as oot|vac|ooos oo |os o|octoos, |atootos y
oao|||ostas. |os oo|to |ooot|||ca |os o|st|otos t|os oo voto: ooo, b|aooo, |oooc|so o |oo-
s|b|o. |s |ootaoto sabo ooo oo a|sos cooo o| |oo |os o|octoos oo||ooo so voto oo |os
o|t|oos o|as. |aa |as o|occ|ooos os|oooc|a|os oo ab|| oo| 2OO6, o| 25% oo |os o|octoos
oo||o|o so voto o| o|t|oo o|a.
tooo osto t|o oo ostato|a ayooa a oo||o| |a oo,o
oaooa oo os|c|ooa a| caoo|oato, too|oooo oo cooota sos |ota|ozas y oob|||oaoos y |as oo
sos coot|ocaotos.
osta ostato|a os c|avo, oos oo|t|a sabo a tavos oo ooo
ooo|os so oa||zaa |a caoaa.
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaa|aaaaaaaaaaaaaaaaaaaaaaaaa
u)
b)
c)
d)
e)
I)
g)
16
Los recursos: -

Il unlisis internucionul:
oo||o|t|vaoooto, s|o ocosos oo |ay caoaa. S|o oobao, ooa boooa osta
to|a oo|to aooc|aso oo ocosos.
osto ooto oo|to oooaca o| ocoso oo o| cootoxto |o-
tooac|ooa| ooo cooo|c|ooa a| o|octo.
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
h)
i)
/|ooos cooso|toos oo caoaa coos|ooao ooo s|o ocosos y s|o ooo|os oo |ay
caoaa, y oo |os |a|ta azoo oooo aa |o|c|a ooa caoaa oobooos coota a|
oooos coo oo ooo|o oo coooo|cac|oo ooo oos aoyo y coo ocosos ocoooo|cos
so||c|ootos aa actoa ostato|caoooto. /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Puru tener en cuentu
1;
V.
|o o| ooooo oooooo y oo o| |oo oo |as o|t|oas oocaoas |os o|octoos votao o ooa osooa,
os ooc|, o oo caoo|oato. |ooto a osto, o| ao| oo |os at|oos so tooa socoooa|o. |o |o taoto,
o| o| oo| caoo|oato os |oooaooota| oos sos coa||oaoos osooa|os, sos coov|cc|ooos, so coo|b|||oao,
so ||sto|a osooa|, so caac|oao oo coooo|caso y coa ooat|a, oacaao |a o||oooc|a ooto
aoa y ooo. || caoo|oato oocaoa oo oaoa, ooa |ooa oo ootoooo |a soc|ooao y o| |otoo.
|| o|octo so o||o,a y oyocta oo o| caoo|oato.
Sooo Ma|o ||aosta, soo tos |os ||aos |oooaooota|os aa |a coostocc|oo oo |a |oaoo oo
oo caoo|oato:
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Por qu es importunte construir unu imugen?
LA IMAGIN IL CANIATO

|a osooa||oao
|as coov|cc|ooos
|a coooo|cac|oo
1.
.
.
|oo |a |oaoo oo so |aco oo oo o|a. |ooo|oo oo t|ooo y oo oo taba,o o|ooc|oso ooo |o||ca
ooc|as ooc|s|ooos ooo, aso a aso, vao |o,aooo |a |oaoo ooo |os c|ooaoaoos so vao |ooaooo
oo| caoo|oato. |a |oaoo ato oo| o|o caoo|oato, oo sabo otooc|a sos coa||oaoos, oo o|oza
|o ooo |o o|st|ooo oo |os oooas taoto a o|vo| osooa|, o|os|ooa| y o||t|co. Hay ooo coa ooa
|oaoo, oo ost||o o|o, os ooc| |ay ooo o||oooc|a a ooosto caoo|oato a tavos oo sos acc|ooos,
oo sos ooc|aac|ooos y oo so osooa||oao.
|o os o|||c|| ooooc| ooo oo |a cot|o|aoo|oao, cas| oooca oos oocootaoos |ooto a |ooto, coo oo
caoo|oato. |otoocos, |o ooo |os o|octoos oc|boo soo |as |oaooos ooo oc|bo a tavos oo |os
ooo|os y o ooo|o oo |as coa|os, oo o| taoscoso oo| t|ooo, so vao |ooaooo ooa o|o|oo. Coa
ooa '|oaoo os|t|va', os ooc| ooa |oaoo ooo ovoooo ooat|a, os o| ao oto oos |os aoa-
ooos soo, cas| s|ooo, aooo||os ooo oyoctao ooa oo,o |oaoo.
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaaaaaaaaaa
Crour imugon os trubujo duro,
dostruirlu trubujo Icil.
18
V.
|o |a ,oa oo |as caoaas so o|to ooc|as vocos |a a|aba os|c|ooao|ooto. Moc|o so |a
|ovost|aoo y osc|to sobo o| tooa. S|o oobao, os |ootaoto oo,a oo c|ao ooo os o| os|-
c|ooao|ooto. || os|c|ooao|ooto os '. c. ccc c' c.!!.tc cs. c '. cs.!c c
'. ctc , c '. cccc !c' c'cctc. || caoo|oato a tavos oo sos acc|ooos, sos osootac|ooos
oo |os ooo|os y so coooocta oo oooa|, coooo|ca oo ooosa,o ooo va ooooaooo oo |a oooo|a
oo| o|octo. |a |oaoo ooo so |a |ooaoo o| o|octo os o| os|c|ooao|ooto. |o o||o os tao |oo-
taoto ooo o| caoo|oato ooo os o| ooosa,o oo s| o|soo |oo oo os|c|ooao|ooto ostato|co.
Qu es el posicionumiento?
IL POSICIONAMIINTO

|| os|c|ooao|ooto ostato|co os aooo| ooo so |oa coaooo o| o|octo oc|bo oo o| caoo|oato
aooo||o ooo o| caoo|oato oocos|ta aa coo|| coo sos ob,ot|vos. || os|c|ooao|ooto ostato|co |o
oo|to a| caoo|oato so aooo| ooo o| o|octo o||o.
|| os|c|ooao|ooto ostato|co oo os oo |oo ooocto oo |a casoa||oao. |s oas b|oo oso|taoo
oo |a caosa||oao. /|ooas vocos, oo |os oooc|os, ooa ooosa coos|oo oo os|c|ooao|ooto oo
osoaoo.
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Qu es el posicionumiento estrutgico?
Por ejempIo: ooa ox|tosa ooosa oo coo|occ|ooos ooo abacaba oooctos aa |os soc-
toos soc|a|os ooo|os y a|tos y aa tooos |os oos oo ooaoos, oa||zo ooa caoaa ob||c|ta|a
oo oa aa o|os. Mas taoo, coaooo |otooto o|oco oa aa ,ovooos, |o |oo |oos|b|o. S|o
oooo|o, so |ab|a os|c|ooaoo cooo ooa oaca oo oa aa o|os. aaaaaaaaaaaaaaaaaaa
Cooo oo o| o,oo|o, |ay caoo|oatos os|oooc|a|os ooo a |o |ao oo so ||sto|a o||t|ca |ao
actoaoo cooo cooos|stas ||sca||zaooos. |os o|octoos oo |oao oosooooso oo osa |oaoo. ||
caoo|oato so |a os|c|ooaoo cooo cooos|sta y oo |oa oosooooso oo osa |oaoo y oyoctaso
cooo caoo|oato os|oooc|a|. |o o|soo asa coo a|ooos a|ca|oos ov|oc|a|os ooo |acasao oo so
|otooto oo oa o| sa|to a |a |os|oooc|a oo |a |oob||ca. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
1q
|sto os o| os|c|ooao|ooto. |s ooc|, oo o| |oa|oa|o oo| o|octo, osos osooa,os so |ao os|c|o-
oaoo oo ooa ootoo|oaoa oaooa. |s |ootaoto soa|a ooo, ooa voz ooo o| osooa,o ob||co so
|a os|c|ooaoo oo o| |oa|oa|o oo|a, caob|a osto os|c|ooao|ooto oo os taoa |ac||. |ooo|oo
oo cooo|c|ooos aoocoaoas, t|ooo, |oto||ooc|a y ooa boooa ostato|a. |o tooo caso, aa tooo
osooa,o ob||co, o| os|c|ooao|ooto ostato|co os |oooaooota|. aaaaaaaaaaaaaaaaaaaaaaaaaaaa
Cmo se eplicu estu situucin?
zo
V.
|s o| o|scoso, os ooc| o| |oooaoooto ac|ooa|, co|toa|, oooc|ooa| y os||toa| oxosaoo a tavos
oo |a a|aba oa| o |oosa |os ostos, |a coooocta, |os s|obo|os, |as oota|oas, |oaooos,
co|oos y |ooas coo |as coa|os y o |o coa|os o| caoo|oato otoooo aoa o| voto oo |os
o|octoos. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
6.1 Qu es el mensuje?
IL MINSAJI

Il mensuje politico deber udecuurse u:
|a ostato|a o||t|ca
|as oxoctat|vas oo| o|octoaoo
|as tao|c|ooos coooo|cac|ooa|os oo| at|oo
|as ostato|as oo |os aovosa|os
|as caacto|st|cas osooa|os y o| ost||o oo| caoo|oato
|| osooosto oo |a caoaa
|| ooosa,o soa oo 'o|oozo' oo caso oo o|||so a |os at|oa|os, oo 'o|oo|ca' o|||oo a |os
aovosa|os, y oo 'osoas|oo' coo |os |oooc|sos. /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
|oso|ta osooc|a| oo||o| |os ooosa,os ooo soao coooo|caoos a| o|octoaoo. || oocaoo o|octoa|
os ooy |otoooooo, |ay ooc|os sooootos coo oocos|oaoos, |otoosos y |o|oaoos osoc|||cas.
S|o oobao, oas a||a oo |os tooas ootoa|os ooo so tataao oo ootoo|oaoos oooootos y aa
ootoo|oaoos ob||cos, so dobon doIinir los tomus contrulos ulrododor do los cuulos
girur todu lu cumpunu y quo sorn citudos siompro on los monsujos, discursos, notus
do pronsu y publicidud.
/| osocto, oso| |ao||tao sost|ooo: '|ooa|oooto oo caoo|oato oooo tooo o|oz o oo|oco
|ooas aa oaoas, |as coa|os soo ooc|as aa ot|||za|as oo caoaa. |sa taotos tooas o||oyo
o| ooosa,o oo| caoo|oato y caosa coo|os|oo oo |as oootos oo |os votaotos. |s ooc|o oo,o acota
o| ooooo oo ooostas sobo |as coa|os so basaa |a caoaa |asta oo ooooo oas |ac|| oo
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
6. Cmo se deIinen los temus y mensujes?
z1
oao|oba, o|aoos coato o c|oco, y coocootaso oo o||as' ...j. |ooo, oooto oo osto oaco
oooa|, tooo |as ooostas osoc|||cas aa caoa oo ob,ot|vo: aoas oo casa, oo,oos o-
|os|ooa|os, ,ovooos, a|co|toos, oboos oo |a coostocc|oo, c|ooaoos oo| ooto, c|ooaoaoos
oo |a aoazoo|a, otc. |o osto soot|oo os |ootaoto ooo o| caoo|oato y so ooo|o soao osooas
ab|otas y sooc|||as, ooo soao oscoc|a, osota o |oc|o| oo so ooosta cooo so,otos y oo
cooo s|o|os ob,otos oo oao|o|ac|oo |as otas v|s|ooos oo| ooooo.
/s|, ooa caoaa o||t|ca |a a|ooooo oo:
/aaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaa|aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
|| o||| oo| caoo|oato.
|os tooas oo coyootoa.
|a |ooo|o|a.
Veumos en qu consiste cudu uno de stos temus...
Il perIil del cundiduto: |a osooa||oao, |ooost|oao, caac|oao, ost||o y coooo|so
,ooao oo o| ooy |ootaoto, oos |os soot|o|ootos oo aobac|oo o oc|azo |o||oyoo ooo-
osaoooto oo |os oso|taoos o|octoa|os. /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
u)
Lu pocu on quo un oloctor votubu por ol cundiduto do su purtido lo cono-
cioru o no hu pusudo u lu historiu. Cuundo so quioro quo los monsujos do lu
cumpunu giron ulrododor dol cundiduto so buscu porsonulizur lu oloccion. En
ostos cusos ol cundiduto juogu un pupol contrul puos so buscu prosontur lu
cumpunu como unu compotonciu ontro hombros, ms quo como unu compoton-
ciu ontro idous o progrumus. Unu voz Iijudu lu imugon u truvs do su uccio-
nur poltico, su historiu porsonul, sus uciortos y dosuciortos os muy diIcil
"doshucorlu". Unu imugon positivu so construyo u truvs dol tiompo, unu imu-
gon nogutivu to dostruyo on minutos. Auuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuu
zz
Los temus de coyunturu: -


Lu ideologiu:
So ooboo coooco |os ob|ooas ooo oas a|octao a |a ob|a
c|oo y oooo a|tooat|vas oo so|oc|oo. So sabo, s|o oobao, ooo a |a |oa oo vota, |os
oaoas oo ob|ooo oo soo ||oa|oooto |os ooo oo||ooo |a o|occ|oo.
Tooas |as caoaas t|oooo, oo a|ooa ooo|oa, ooa ooosta |ooo|o|ca.
|o o,oo|o |os tooas o|ac|ooaoos coo |a ,ost|c|a, |a oooocac|a, o| o| oo| ostaoo, |a ||botao
oo oosa, coot|oooo |a |ooo|o|a oo |a oao|zac|oo o||t|ca oo| caoo|oato.
Auuuuuuuuuuuuu
aaaaaaaaaa
b)
c)
No oiston roglus ostublocidus puru ologir ol (o los) tomus do unu cumpunu. Unu
voz unulizudu todu lu inIormucion so ingrosu diroctumonto on lo poltico:
cionciu, urto, pusion o intuicion, todo osto doIinir Iinulmonto ol monsujo. u
z
|ataoos oo |a s|o|ooto oo|sa: aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
6. Cmo debe ser el mensuje?
"El monsujo dobo sor croblo y cluro".
|stos, soo |os oos o|ooootos coc|a|os: aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Creible: os oocosa|o ooo |as osooas, a| oscoc|a |a ooosta coao oo o||a. /aaaa u)
Acuuuuuuuuuu
|c c,c'c . c.!!.tc .c. ccc ccs.c. '. !csc!!c . cctcs !c t.'.,.-
!ccs. c c! '.''. !c' tc. !c '. cc.cc !c c'cc !c .c. cc''c. J .
c.!!.tc .c '. tc!c .ctcs , .!.!.s .c.s.cccs !c cc.cc c .c!c c.-
'z. .. c... .!.!. c '. 'ccst!.! , '. t.s.cc..
Cluro:
AuuuuuuuuuuuuuuuuuuuuuuuuuuuAAAAAAAAAAuuuu
|os tooas coo|o,os, ooboo so ootooo|oos o coa|oo|o o|octo. |sta os |a
oo|ca |ooa oo ||oa a |a oayo|a oo| o|octoaoo, |ab|aooo coo too|oos sooc|||os, ooo
oooao so ootooo|oos o tooos, y ot|||zaooo o,oo|os ooo ayoooo a ooa oo,o coooo-
s|oo y otooc|oo oo| ooosa,o.
b)
C..'.c c.!.!.c .c c!. '. tc'c.sc. csc.c'c '. .!c c 'c. c' cc!cc tcc .c
c!c ctc!c 'c .c sc 'c cst ccc!c. |' . ctc. ctcccs. cs s'c. s c!c '. sc'-
!cz !c '. c.cst.. '.''. !c 'cs tc.s s cc'c,cs !c '. .c. s scc''.. Ccc scstc.
|stc. s c.'ctc ctc!cs '. tcc. !c '. c'.t.!.! scs c..z !c '.ccsc'. ccc!c .
. c !c ccc .cs". /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Josoph Nupolitun, ol ronombrudo consultor poltico, lo sintotizu u truvs dol
cumplimionto do tros pusos simplos puru gunur cuulquior cumpunu: uuuuuu
Docidu lo quo vu u docir
Docidu como vu u docirlo
Dgulo
1.
.
.
zq
|o ooooos o|v|oa ooo o| ooosa,o oobo osta abso|otaoooto a||ooaoo coo |a ostato|a. |a
ostato|a os |a ooo oo||oo o| o||| y o| os|c|ooao|ooto oo| caoo|oato y o oooo, |os tooas oo
caoaa oo| caoo|oato ooboo co|so a |a ooosta ostato|ca y aaoco ox||c|ta o
|o||c|taoooto oo caoa ooosa,o, sot, a||c|o, otc. |o oa||oao o| o |os tooas oo caoaa soo
'|a s|otos|s oo |a s|otos|s' oo aooo||o ooo oooo ostab|oco ooa o||oooc|a os|t|va a |avo oo
ooosto caoo|oato.
|| tooa oo caoaa oobo ooo| |as s|o|ootos caacto|st|cas:
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Cmo decidir lo que se vu u decir?
|ooc|ooa o| oot|vo o o| coa| vota o ta| caoo|oato o aoac|oo.
So co|oooto coo o| caoo|oato, o| at|oo y |a ooosta.
So co|b|o.
Cmo decir el mensuje?
Primero: |ay ooo tooo c|ao |o ooo so oo|oo ooc|. aaaaaaaaaaaaaaaaaaaaaaaaaaaaa
1
Segundo: |ay ooo ooc||o oo oaooa sooc|||a, coo |asos |oactaotos y coo o,oo|os ooo
soao |ac||os oo ocooa, s|ooo boscaooo coa oot|c|a. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
2
Tercero: |ay ooo ||oa a |a azoo y a| coazoo oo| o|octoaoo. Moc|os caoo|oatos oso|tao
'oooas|aoo toco|cos', otos 'caootos oo ooostas'. || |o ooo o| |o oto s|vo. |a cooo-
o|cac|oo os oo tooo ooo abaca |o ac|ooa| y |o oooc|ooa|, |a a|aba y o| osto ooo |a acoo-
aa, |a ooosta y o| tooo oo ooo so o|co. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
3
|c c,c'c. . c.!!.tc .c!c c!c '.s c'cccccs cs!cc.'cs s t.stc s.
c.cst. cc !.cz. !c cc.zc. |sc sc cs.,c. !c'c cc csctc , c.c
c '. ctc. tcc s cs''!.!cs !c sc .cct.!c. /.....................
z
Cuurto: so oobo tooo ooy c|ao ooo o| |oc|a| vocoo oo ooa caoaa os o| caoo|oato.
|sto, ooo aoco a|o obv|o, os oo oo ooo so coooto oo ooc|as caoaas oo |as coa|os
otas ||oas ooo oooao a| caoo|oato aaocoo taoto o oas ooo o| o|o caoo|oato. aaaaa
4
Como sostiono Josoph Nupolitun: "Si ul Iinul do unu cumpunu, los votun-
tos no ontiondon lo quo ol cundiduto ost trutundo do docirlos, ol orror
ost on ol cundiduto, no on los votuntos". uuuuuuuuuuuuuuuuuuuuuuuuuu
|o s|otos|s, ooooos ooc| |o s|o|ooto sobo o| ooosa,o y |a ostato|a: aaaaaaaaaaaaaaaaa
Istrutegiu
Como lo vumos u docir o
llovur ol monsujo.
Mensuje
Aqu ost lu "quintuosonciu" do lu comunicucion polticu
on unu cumpunu oloctorul.
Ou vumos u docir.
|s oocosa|o ||||/|/|S| aa caoa ootov|sta y, ooa voz oo||o|oo o| ooosa,o, ||||Tl||C
` ||||Tl||C, oo |as oas va|aoas |ooas. So|o o|t|oooo|o o| ooosa,o soa ocooaoo.
|aa coooo|ca oo ooosa,o oas ooo oooo|za|o |ay ooo InLerIorIzurIo. /aaaaaaaaaaaa
3
||oa|oooto aa taoso|t| oo ooosa,o |ay ooo tooo c|ao o| VPS: aaaaaaaaaaaaaaaaaaa
4
ot|||co a|abas y o,oo|os ooo a||oooo |o ooo |otoota coooo|ca. Auuuuuuu Visuulice:
|aa soyo o| ooosa,o. AuuuIuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuu Interiorice:
ooo o| o|octo so s|oota cooooo|oo, oosootaoo oo sos ob|ooas, ooo
s|oota ooo a|o coocoto oo so v|oa oooo caob|a. |t|||za aoocootas o
o,oo|os ooo |ooao|coo o| o|scoso. Auuuuuuuuuuuuuuuuuuuuuuuuuuuu
Personulice:
|ab|o c|ao, o|octo, coo |asos cotas ov|taooo |os toco|c|soos. Auuuuu SimpliIique:
Bloqueo y puente: aoto |as oootas cootovos|a|os, |o|ovaotos, osoco|at|vas o
ooo |o a|o,ao oo so ooosa,o |ay ooo ot|||za o| 'b|ooooo y oooto', os ooc| cootosta ooy
bovooooto y |aco oo oooto |ac|a o| tooa ooo ostoo oosoa o||ooo|. |,oo|o: '|s ooa
s|toac|oo ooo ostaoos ova|oaooo |||C, o| tooa oo |oooo os .' aaaaaaaaaaaaaaaaaaaaa
5
|o oas |ootaoto oo tooa ootov|sta os coooo|ca ooosa,os. /aaaaaaaaaaaaaaaaaaaaaa
1
|| ooosa,o |o|c|a| os |a baso aa oooa oo ocoooc|o|ooto y oosota coo||aoza. /| | a
ooa ootov|sta |ay ooo tooo c|ao: aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
2
cCoa| os to S|oao.
cCoa| os to ooosa,o bas|co.
Recomenduciones ul momento de enIrentur unu entrevistu
coo |ooas y ooostas oo|oos taoso|t|.
coo |oaoo oo t| oo|oos taoso|t|.
|ooo oo |abo ov|saoo |as ocoooooac|ooos, o|aboo oo ooosa,o ooo
taoso|t||a oo ooa ootov|sta. || ooosa,o oobo cootooo oo s|oao, oo ooo-
sa,o bas|co, |ooas, ooostas y |a |oaoo osooa| ooo so oo|oo taoso|t|.
Ejercco
z6
V.
|a coooo|cac|oo o||t|ca bosca taoso|t| oo oaooa o|oct|va y o||c|ooto o| ooosa,o a| o|octoa-
oo, |otootaooo cata |a ao|os|oo |ac|a o| caoo|oato. Hoy oo o|a, |as caoaas o|octoa|os soo
vooaooas 'bata||as coooo|cac|ooa|os'. //////////||////////////////////////////
LOS MIIOS I COMLNICACIN IN LA CAMPANA

|os ooo|os oo coooo|cac|oo so |ao coovot|oo oo |os |oc|a|os ooo|aooos ooto o| caoo|oato
y so ooosta o||t|ca y |os c|ooaoaoos y os|b|os o|octoos). |o oso soot|oo, oo ooa caoaa,
|os osoc|a||stas oo coooo|cac|oo coooo|caooos soc|a|os, asosoos y cooso|toos o||t|cos, aso-
soos oo oosa, osoc|a||stas oo o|o|oo ob||ca y ob||c|stas ,ooao oo ao| |oooaooota|.
|osa|tooos ooo o| |ooso oo |a to|ov|s|oo y oo |as caoaas ob||c|ta|as caob|o, o|oooaoooto,
|as caoaas o||t|cas. Tooas |as |ooas tao|c|ooa|os oo coooo|cac|oo o|t|oos, cao|oatas, caa-
vaoas, oco|oos 'oob|o o oob|o', coo|oooc|as y soo|oa|os ooo |o oabao |o|oao a|
cootacto o|octo ooto o| caoo|oato y o| o|octoaoo, asaoo a sooooo |aoo. |oso a o||o, ostas
|ooas tao|c|ooa|os oo |ao oosaaoc|oo, y aoo oooao |otoos oo |a o|soa ob|ac|oo v|s|-
taoa y ooooo |otoosa cooo oot|c|a a |os ooo|os oo coooo|cac|oo.
/
/////////////////
Entoncos lu comunicucion diroctu udquioro unu nuovu dimonsion, un
incroblo potonciul cuundo so uno u lu comunicucion modornu u truvs
do los modios musivos. En oso sontido, ol contucto dirocto, hubiondo
pusudo u sogundo pluno, no vu u dosupurocor como Iormu do hucor
polticu y mucho monos on sociodudos como lu poruunu, on lu quo lu
promodornidud tiono unu onormo prosonciu. Auuuuuuuuuuuuuuuuuuuuu
Hoy oo o|a, oo o| |oo |aoo oo |a coooo|cac|oo, ostao |as coo|oooc|as oo oosa, |as ootov|s-
tas y |os oobatos o||t|cos, |a at|c|ac|oo oo oaoas |ao|||aos, oo oototoo|o|ooto o oo |ooo
y |as caoaas ob||c|ta|as coooc|a|os, a||c|os, |o||otos y vo|aotos, otc).
Losoo |aco cas| tos oocaoas, |ooto a |os o|vosos |oc|os oo |a coyootoa o||t|ca, |a ao oayo|a
bosca |o|ooaso a tavos oo |a to|ov|s|oo y, oo sooooa y tocoa |ostaoc|a, |a ao|o y |os ooo|os
osc|tos). |os at|oos o aoac|ooos o||t|cas oo soo ya ooa |oooto |o|ta|a oo |o|ooac|oo.
aaaaaaaaaaaaaaaaaaaa
z;
,.1 Rol de los medios de comunicucin en unu cumpuu
,. Objetivos de unu cumpuu de comunicucin
ur u conocer o uumentur el conocimiento del cundiduto.
Proyectur lu imugen deseudu.
iIundir los temus de cumpuu.
|o osto soo ooy
ot||os |os sots ob||c|ta|os, |os a||c|os y |as aocatas.
|oa voz ooo o| o|octoaoo sabo ooo ta| osooa os
caoo|oata, |ay ooo o||ooo| sos coa||oaoos.
|stos ooboo o|oza |a |oaoo oo| caoo|oato.
uuuuuuuuuuuuuuuuuuuuuuuuu
uuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuu
1.
.
.
Lu principul horrumiontu do unu cumpunu oloctorul os
lu comunicucion u truvs do los modios.
|a coooo|cac|oo a tavos oo |os ooo|os so oa oo oos o|vo|os: aaaaaaaaaaaaaaaaaaaaaaaaa
Lu prensu: os |a at|c|ac|oo oo| o |os caoo|oatos oo |os ooo|os oo coooo|cac|oo
aa o||ooo| o| ooosa,o. |o |ootaoto aa |a oosa os |a os|b|||oao oo coa oot|c|a.
|o oso soot|oo, |os osoosab|os oo |os ooo|os oo oosa ooboao coooco |os |oto-
osos oo caoa ooo|o aa 'oooc|a' osac|os. |a oosa os ato|ta y t|ooo oayo
coo|b|||oao ooo |a ob||c|oao. /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa|
1
Lu publicidud: os |a ot|||zac|oo aaoa oo |os ooo|os aa taoso|t| sots o ooco-
ooota|os ob||c|ta|os. /aaaaaaaaaaaaaa|aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
2
|aa ooa caoaa oo coooo|cac|oo os oocosa|o coota coo oo Plcn de Medios ooo
bosooo otooc|a |a o|ac|oo coo |os o|vosos ooo|os coooo|cac|oo y coo ooa cendc
polticc ooo bosooo co|oca oo |os ooo|os |os tooas oo |otoos oo| caoo|oato, too|oooo
oo cooota o| tooa oo caoaa, |as otaas, |os ob||cos, otc. |o osto ooto, coota coo oo
o|octo|o oo ooo|os y coo cootactos oo caoa ooo oo o||os, os ooc|s|vo. |o asoso oo oosa os
ooa osooa sooaoooto va||osa o so oxo|ooc|a y sos cootactos oo |os ooo|os oo
coooo|cac|oo. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
z8
,. Presentucin en medios de comunicucin
|o ooa caoaa, caoa ootov|sta os ooa ao ootoo|oao aa o||ooo| oo ooosa,o y aa
oa a coooco ooa ooosta, o |o taoto os |oosc|oo|b|o oaaso aa aovoc|a a|
oax|oo caoa ooa oo ostas ootoo|oaoos. Coaoto oas oaaoa soa ooa ootov|sta, oas
o|oct|va soa.
|a c|avo oo ooa boooa ootov|sta os |a comprensin retencin oo| ooosa,o o ato oo|
o|octo.
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Tipos de medios
1
|a to|ov|s|oo t|ooo oo ooo |ooooso, oos os oo ooo|o ooo oos oo|to ver y
escuchur a| caoo|oato, y tooo osto oooto oo ooa soosac|oo oo '|oooo|atoz'. ||
caoo|oato osta a|||, oo to o|a casa, oo to o|a sa|a, oxoo|oooo oo so|o sos |ooas
s|oo taob|oo o| oov|o|ooto oo so cooo, |a oxos|oo oo so osto, so o|aoa.
|otoocos, aa ooa osootac|oo oo to|ov|s|oo, caoa 'oota||o' oobo so ostoo|aoo. |a
ooosta o||t|ca, |a oscoooa||a, |a ||oo|oac|oo, o| vostoa|o, oobo so oosaoo ya oo
oo |ooc|oo oo| ob||co ooo coocoo a oo ovooto, s|oo oo |ooc|oo a ooa aoo|ooc|a
oxtooaoaoooto ao||a: |os to|ov|oootos.
|o oso soot|oo tooos |os oota||os oo ooa osootac|oo oo to|ov|s|oo ooboo so oot|-
co|osaoooto ostoo|aoos y tooo oo||o|oo ooooo so |aco |a osootac|oo s| so tata,
o o,oo|o, oo ooa o|co oooa oo a|oo |oa ob||co o |vaoo), ooo oot|c|a so va
a |aoza, oo|ooos acooaao a| caoo|oato, cooo so v|stoo, ooo s|obo|os ||ovao, ooo
co|oos so o||oo, otc. Tooos ostos 'oota||os' vao |ooaooo, osootac|oo tas o-
sootac|oo, |a |oaoo y ooboo, o |o taoto, so o|ooc|osaoooto ostoo|aoos o |os
oxotos oo coooo|cac|oo.
|s |ootaoto ootoooo |a caoaa cooo oscooa|os oo |os ooo so oocooota o|
caoo|oato. Moc|as vocos, |os osoosab|os oo o||| ooa caoaa oo ||oao a
/aa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Lu televisin: el centro de lu politicu modernu
zq
coooooo ooo o| caoo|oato os oo osooa,o, oo acto ooo so ob|ca oo oo oscooa|o.
Lo||o| o| oscooa|o oo o| ooo so ob|ca o| acto o otaoo|sta os |oooaooota|. |o
o||o, coa oo oscooa|o, ob|ca a| osooa,o o |os osooa,os y oo||o| o| ooosa,o os ooa
oba oo ato, ooa oosta oo oscooa. Tooo |o ooo aaoco cooo osootaooo t|ooo ooo
so co|oaoosaoooto oaaoo, oo oo,aooo oo |aoo o|ooo oota||o. /aaaaaaaaaaaaaa
2
|a ao|o, t|ooo oo oaooa ox||c|ta oo ao ooo oo taob|oo ooa ao ||o|tac|oo
aa ooa caoaa o|octoa|. So ooo ao|ca oo ooo os oo ooo|o oov|| oo o| soot|oo
ooo ooc|as vocos |o oscoc|aoos o|ootas ostaoos oo o| aotooov|| o oo o| taba,o),
||oa a tooos |os soctoos |oc|oyoooo a |os oa|os ooooo, ooc|as vocos, tooav|a, oo ||oa
|a to|ov|s|oo) y os ooc|o oas baato, |ac|| y a|oo oooc| y o||ooo| oo sot aa ao|o
ooo ooo aa to|ov|s|oo. So ||o|tac|oo ao|ca oo ooo |o|oo vo y o oooo oc|b| |as
coa||oaoos oas osooa|os oo| caoo|oato. /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Il poder de lu rudio
3
|a oosa osc|ta s|oo ,oaooo oo o| |ootaoto oos sos ootov|stas oo o|ooo|-
oao, sos |ovost|ac|ooos y sos |ooas |aoas |oao oooa oot|c|as ooo |ooo, oo
ooc|as ocas|ooos, |acoo soyas |a ao|o y |a to|ov|s|oo. |o osto soot|oo, |a oosa osc|ta
'oov|||za' a |as oooas. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Lu prensu escritu: generundo noticius
4
|a ob||c|oao tas|aoa a oo |ooato aoo|ov|soa| o| o|scoso o||t|co, s|otot|zaooo|o oo
ooas ocas |asos ooo ao|ao a |a oooc|oo y boscao coovooco a| o|octo o oo ooto-
o|oaoo caoo|oato.
|o o||o |a ob||c|oao os |oosc|oo|b|o aa oa a coooco a| caoo|oato, oosto ooo
osta otoooo oosoota|o |ooto a oo o|octo ooo oo|oo sabo oas oo o|, avo|oa
sobo so v|oa, so osooa||oao y so tayocto|a. |o osto soot|oo, o so caac|oao oo
s|otos|s y oo ||oaoa, |a ob||c|oao ,ooa oo o| c|avo oo coa|oo|o o|occ|oo oos, tooos
|os c|ooaoaoos, oo a|oo oooooto, vao a |oo, oscoc|a o vo ob||c|oao o|octoa|.
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
a
Lu Publicidud: llegundo u todos
o
|oo, aotos oo |aoza |os sots a| a|o, os |oosc|oo|b|o ova|oa|os o|os|ooa|oooto,
obaooo so o||cac|a, coo o|octoos ooo oo oosabao vota o o| caoo|oato y ooo |ooo
caob|ao oo o|o|oo. S| osto oo socooo, so |ooo, aoooas oo ooc|o o|ooo, ooa
os|b|||oao oo|ca oo ||oa a| o|octo.
|oa |ooa o|oct|va oo ob||c|oao soo |os aoo|os ooo oo|too a oa a coooco a|
caoo|oato y o| tooa |oc|a| oo so caoaa oo ooa oaooa bastaoto ocoooo|ca. ||
aoo| ob||c|ta|o oo|t|||ca a|oaoooto o| o|ooooto 'ocooac|oo'.
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaa
/ctoa|oooto v|v|oos ooa co|toa aoo|ov|soa| y, oo oso soot|oo, os |ootaoto |ab|a
oosoo |a ao|o ot|||zaooo oas |oaooos ooo coocotos.
Cooo sost|ooo a|oo Loao 3aba: 'Hab|a oo| |ocooooto oo |a |o||ac|oo os ooa oa|a
|ooa. |os o|octoos oo t|oooo |o|ooac|oo aa |oa|oa o| coocoto. S| o|co ooo oo
oo|ota| oo azoca ooo costaba c|oco oo|aos a|oa coosto oc|o, |a ooto ooa |oa|oa
o| saco, |os b|||otos y ootooooa o| coocoto'. |otoocos, .. '.''. c .!c (, t.'c c
'cs !cs c!cs). '., .c sc ., ccs.
/| oo|t| |a o||os|oo oo |ooas y oaoas a tavos oo |a voz, aa |as osootac|ooos
oo ao|o, os |ootaoto taba,a taoto |a ooooc|ac|oo cooo |a oooo|ac|oo. Sob,ot|v|-
oao, o| aoo o oo oo coo|||ct|v|oao o aotaoo|soo y |as |oozas coo |as ooo coootas.
aaaaaaaaaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Informndonos
1
Algunus ideus Iinules sobre lu publicidud...
Lo ms importunto on comunicucion os no solumonto docir lus cosus corroctus,
sino docirlus mojor, ms vocos y do munoru ms oIoctivu quo ol opononto.
Lu cluvo os quo ol monsujo publiciturio udocuudo sou ropotido lus
suIiciontos vocos puru sor rocordudo y convoncor ul oloctor indociso.
Lus ostrutogius publiciturius dobon ostur ul sorvicio
do lu ostrutogiu polticu y no vicovorsu.
Recordemos
So asooa ooo v|v|oos oo ooa co|toa aoo|ov|soa|. Tooaooo oo cooota |as o||oootos oa-
||oao soc|a|os y co|toa|os oo| a|s, cCoa| coo ostoo ooo os o| ooo|o oo coooo|cac|oo
oas o|oct|vo oo ooa caoaa o|octoa|. c|o ooo.
cCoo ostoo ooo |os ooo|os ooboo tooo aoooas oo oo o| |o|ooat|vo, oo o| |ooat|vo
ooo oooova ooa c|ooaoao|a osoosab|o oooto oo ooa caoaa o|octoa|.
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaa
z
Ideus bsicus puru un discurso de cumpuu
1. Preguntus y criterios u tener en cuentu
1.1 Qu?
Qu LIpo de presenLucIn es?
Es un debuLe, unu upurIcIn en TV o rudIo, un dIscurso en unu pIuzu?
|stoo oooo oa |ooa a so o|scoso sooo o| t|o oo oscooa|o. aaaaaaaaaaaaa
1. Quin?
QuIn es eI pbIIco?
S| o| ob||co osta coo|ooaoo o ooto ooo |o aoya o|octaoooto, ostoo
|aa oo o|scoso o||oooto a| ooo oa|a s| o| ob||co osta |otoaoo o
o|oobos oo| at|oo oo oooa|. /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
1. nde y cundo?
Dnde y cuundo se IIevuru u cubo eI evenLo?
UsLed puede InvILur u sus purLIdurIos?
Hubru un mIcrIono o un esLrudo?
OLros purLIdos esLurun IubIundo?
UsLed puede repurLIr voIunLes o propugundu?
Tooa osta |o|ooac|oo |o ayooaa a oaa y |aco oas cooooa so o-
sootac|oo. S| o| o|scoso so o||o a oo oo aooo, ostoo oooo | a| s|t|o
ooooo so ||ovaa a cabo oo o|a aotos oo| ovooto aa |ao|||a|zaso coo o|
oscooa|o. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Anexo
Antes deI dscurso

/oto: oo /ost|o| - |xot Cooooo|cat|oos Caoa|o.

1.q Metus?
CuuIes son Ius meLus?
Qu esperu conseguIr Iuego de pronuncIur eI dIscurso? UnIr u sus
purLIdurIos, cupLur voLunLes IndecIsos, o recIuLur voIunLurIos?
/soooso ooo ostoo coooco |a azoo o |a ooo ooooc|a o| o|scoso. |sto
oaotoooa oao|zaoo o| ooosa,o oo so o|scoso. aaaaaaaaaaaaaaaaaaaaaaaa
. Prepurucin del discurso
.1 Cunto tiempo tengo?
Los tocoas atos oo| t|ooo oo oo o|scoso ooboo oost|oaso aa |a |ooa
coota| o |os tos ootos coota|os oo so ooosa,o. || toc|o ostaoto oobo
oost|oaso a |a |otooocc|oo y |a cooc|os|oo.
\oaoos o| s|o|ooto o,oo|o:
/aaaaaaaaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
Introduccin Tiempo totul del discurso
S minutos
5 minutos
10 minutos
S0 minutos
S0 sogundos
60 sogundos
90 sogundos
5 minutos
Mensuje
2 minutos
S minutos
7 minutos
20 minutos
Conclusin
S0 sogundos
1 minuto
90 sogundos
5 minutos
. Cul es el temu sobre el que versur su discurso?
S| o| o|scoso os sobo so at|oo, vaya sobo o| ooosa,o coota| oo so at|oo.
S| |ay oo tooa osoc|||co a so oosao||aoo, ||,o tos asoctos |oc|a|os oo
oso tooa. \oaoos o| s|o|ooto o,oo|o act|co:
S| oo o|scoso so o||oo a |a ooocac|oo, |os tos ootos |oc|a|os so|ao:
aaaaaaaaaaaaaaaaaaaaaaaaa
|as |ooas oooa|os oo so at|oo sobo |a ooocac|oo.
|o oaoa osoc|||co ooo |o osta|a ||ova a cabo. |,oo|o: o-
ooc|oo oo |a |octoa) |x||ooo cooo |a oo,oa oo |a ooocac|oo |oc|o|a
aaaaaaaaaaaaaaaaa u)
b)
q
os|t|vaoooto oo otos soctoos |,oo|o: coo osooas oas y oo,o
ooocaoas, ooosta ocoooo|a oo,oaa).
|| ooosa,o coocoto oo so at|oo sobo o| tooa.
/aaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaa c)
. Iscribiendo el discurso
|aa oao|za oo o|scoso ooooos soo| |a s|o|ooto ostoctoa: aaaaaaaa
Introduccin
Punto 1 Punto Punto
Conclusin
q. Pructicundo el discurso
|a act|ca oo |aco oo o|scoso o|octo, |o |aco ooaoooto. |s |ootao-
to |aco oo,oas a| o|scoso caoa voz ooo soa act|caoo. aaaaaaaaaaaaaaaa
|s ooy |ootaoto act|ca o| o|scoso. |sto |a ayooaa a soot|so oas
cooooa coo so osootac|oo.
|ocoo ooo otas osooas oscoc|oo y |aao obsovac|ooos a so o-
sootac|oo. |act|ooo so o|scoso |ooto a o|oobos oo| at|oo o ao|os.
S| ostoo oo cooota coo a|ooa osooa |ooto a |a coa| oooa act|ca
so o|scoso, o|a so o|scoso oo|aoto oo oo oso,o.
|sto ab|oto a |a c|t|ca coostoct|va. |a act|ca coostaoto |o oo|to
o|octoa |as oo,oas oocosa|as.
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
aaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
u)
b)
c)
d)

So |otooocc|oo ootoo|oaa s| o| ob||co ostaa atooc|oo a| osto oo so o|scoso.

|stoo oobo cooocta coo o| ob||co oo |os |ooos 2O sooooos o oooa so
atooc|oo. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
1
Lu introduccin
EI ureu de uLencIn:
u InLroduccIn:

u InIormucIn:

us meLus:
coooto ooa aoocoota osooa| o oo c||sto a |a aoo|ooc|a. |s
|ootaoto ooo|ca oo o|ooo coto oo t|ooo aa ooo o| ob||co so |ao|||a|co
coo ostoo y so at|oo.
ocoooo ooo ostoo oobo osootaso a s| o|soo y a so at|oo
aoto |a aoo|ooc|a.
ostoo oobo ooc||os |o ooo oo|oo ooo o||os ocooooo |os ootos
|oc|a|os).
ostoo oobo ooc||os |o ooo ostoo oo|oo ooo o||os |aao.
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/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaa
u)
b)
c)
d)
2
Il cuerpo del mensuje
Debe Lener Ios Lres punLos prIncIpuIes:
TrunsIcIn:

MIdu eI LIempo:

u repeLIcIn:


oobo oao|za so o|scoso aa ooo soa caaz oo taos|ta
soavooooto oo| ooto |ooo |ac|a o| sooooo ooto.
oost|oo o| o|soo t|ooo a caoa socc|oo. |o oxcooa oooas|a-
oo o| t|ooo oo ooa socc|oo. S| ostoo |aco osto, oo ooa cob| otos ootos.
v|oco|o o| ooobo oo so at|oo coo caoa ooto oo| ooosa,o.
|sto ayooaa a so ob||co a ocooa a so at|oo y a |ooot|||ca|o coo |as |ooas
oxosaoas oo caoa ooto oo| ooosa,o.
aaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
u)
b)
c)
3
Lu conclusin
|a cooc|os|oo o |otooocc|oo soo |os sooootos oas |ootaotos oo so o|scoso.
/oo| ostoo t|ooo ooo ooc||o a| ob||co |o ooo oo|oo ooo o||os ocooooo y o ooo.
/o|c|ooa|oooto, osta os |a ato oo| o|scoso ooooo ostoo |os oa aotas aa |a acc|oo.
Durante eI dscurso
6
Consejos puru recordur
c)
d)
Caoa osootac|oo oooo |acoso oo,o. Toooso o| t|ooo aa ova|oa |as |ota-
|ozas y oob|||oaoos oo caoa osootac|oo. |sto |o ayooaa a oo,oa aa |os ox|oos
o|scosos. aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
EvuIe su ucLuucIn aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa u)
cCoooo|co so ooosa,o a| ob||co.
cSo ob||co oc|b|o so ooosa,o.
c|oo so oota.
coo |ob|oa |oc|o o||oooto.
ReuIIce cumbIos puru Iu prxImu presenLucIn:

caoa osootac|oo oobo coosto|
oo,oas aa |a s|o|ooto. |ocooooos ooo s|ooo so oooo oo,oa. /aaaaaaaaaa
b)
|o|ta so ooosa,o y o| ooobo oo| at|oo oo caoa socc|oo oo| o|scoso.
Maotooa cootacto v|soa| coo so ob||co. M|o a |os o,os oo |a ooto.
Hab|o a tooos |os osootos. S| |ay oo ob||co aooo, o|o a|tooaoaoooto
a |a |zoo|ooa, cooto y oooc|a.
S| so o|scoso ooooaa oas oo oos o|ootos, |oa tooo oo vaso coo aoa
coca a ostoo.
|o aboso oo oa||za ostos coo |as oaoos.
Loscaoso aotos oo ooa osootac|oo aooo. S| ostoo osta caosaoo, so
osootac|oo aocoa caosaoa.
aaa
/aaa
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/aaaaaaaaaaaaa|aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaaaaaaaa
/aaaaaaaaaaaaaaaaaaaaa///a|aaaaaaaaaaaaa

u)
b)
c)
d)
e)
I )
ConcIusIn poderosu:
ReILerur Ios punLos prIncIpuIes:
os urLicuIos de uccIn:
MoLIve u su pbIIco en Iu concIusIn.
o|ta o| ooobo oo so at|oo y o| s|oao.
o|ta caoa ooo oo |os tos ootos |oc|a|os.
o|toa sos ootas y oooa |as aotas oo acc|oo a so
ob||co.

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/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
u)
b)
;
Despus deI dscuso
BibliogruIiu
/|vaoz |oo|c|, /oosto. // oder en e/ er. |o|to|a| /oyo. |oo. 993.
/|vaoz |oo|c|, /oosto. // oder en e/ er. /oyo. ||oa, |oo. 993.
/|as o|ocot, Cosa. la Modern/zac/on Autor/tar/a. |oooac|oo ||oo|c| |bot. 99.
/oo||o, o||o: Lo \ooooc|oa, Mao|c|o: ||o|a, o||o: Mootoya, |ao|a: Moa /ao,o, Maooo|:
Mo||oo, |a||: |oooa, |o||o: |oo||oo, Cay: |otoo, /||ooo: |ooooo, oao oso: Saoc||s,
oso |o|s. // Arte de Canar //ecc/ones. 0na gu/a pract/ca de comun/cac/on po//t/ca moderna.
|o|t. /soc|ac|oo |at|ooaoo|caoa oo Cooso|toos |o||t|cos.
3aoto, \||soo a|oo. Mar/et/ng o//t/co. //ecc/ones 1990. |o|vos|oao oo| |ac|||co. Cooto oo
lovost|ac|oo. 99.
Caoovooo /yos, oso. v/s/on de l/der. Ca//dad !ota/. |o|to|a| /oyo. 993.
Cred/b///dad po//t/ca y mar/et/ng m/x. Mc Ca.-H||| lotoaoo|caoa |o|toos S./. Mox|co 998.
Laosc|oo, o||. la guerra de/ f/n de /a democrac/a. Ma|o \aas ||osa vosos /|boto |o,|oo|.
|oo |oot|o. ||oa. 993.
Lav|s, ||oa. la Comun/cac/on No verba/. /||aoza |o|toos. |o|to|a| |coaoo /t|co|os oo a|oo
Loao 3aba, |o||o |oooa, aoos |. Caoott, Haoo|a \oa, |oboto lzo|ota. /strateg/as de
Comun/cac/on para Cob/ernos. |.3.T. o|to-|coaoo. 2OO. \as||otoo L.C. ,oo|o 2OO.
|ast, o||os. // lenguaje de/ Cuerpo. |o|to|a| Ka|os. 3aco|ooa |saa. 9.
|||ot, ||o|as. Negoc/ac/ones /f/caces. /mp/emente /as mejores estrateg/as y tact/cas. |o|toa
|| Coooc|o S./. 2OO.
|oooot T|ooo, |so|a. // er/od/smo y /as e/ecc/ones Mun/c/pa/es de 1993. |oooac|oo ||oo|c|
|bot. |oo 999.
Ha|oo, Hoo. la /magen de/ oder. |o|c|ooos Coo|oo. 3oooos /|os. 99.
lost|toto lotoaoo|caoo oo Looc|os Hooaoos. 0/cc/onar/o //ectora/. Costa ||ca.989.
lzo|ota, |oboto, |o|oa, |oboo y /totoo, C||sto|o. /strateg/as de Comun/cac/on para Cob/ernos.
|o|to|a| |coaoo |.3.T. o|to. 2OO.
|o|s Saoc||s, oso |o|s. Como se Cana e/ oder. |o|to|a| |sasa Ca|o. 996.
Mat|ooz-|aoo|ao|, Costavo. Mar/et/ng o//t/co. Campaas, med/os y estrateg/as e/ectora/es.
|ooao |o|to. 3oooos /|os. 999.
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q
Maza, av|o. Como /ntender y /ntenderse Mejor con /a rensa. Cooso|to oo Coooo|cac|ooos
Moo|a Ta|o|o.
Moyos, \||||ao. los Creadores de /magen (!he /mage-ma/ers. |o|to|a| /|o|, S./. 3aco|ooa.
99.
Moyos, \||||ao. los Creadores de /magen. oder y persuas/on en Mad/son Avenue. |o|to|a|
/|o| S./. 3aco|ooa. 99+.
Mootos|oos, a|oo. las J0 leyes de/ Mar/et/ng en e/ er. l|M. lost|toto ooaoo oo oa|ot|o. 2OO+.
Moa|ao|, `oso|o. la 0emocrac/a segn C Y 0. lost|toto oo |stoo|os |ooaoos 2OOO.
|ao||tao, oso|. Como ganar /as e/ecc/ones?. 3|b||otoca oo |o||t|ca y ||occ|ooos. |Ll||/ 995.
|ao||tao, oso|. Como ganar /as e/ecc/ones?.Casa |o|to|a| Sooto- |coaoo. 2OO.
|ao||tao, oso|. C/en pe/daos a/ poder. Coooota|os oo a|oo Loao 3aba. ||ooazo
Looocat|co. Casa |o|to|a| Sooto. o|to. 2OO.
|o|aoo, |o|s. /ducac/on y Comun/cac/on opu/ar en e/ er. l|/| lost|toto aa /oo|ca |at|oa.
985.
os/c/onam/ento. // concepto que ha revo/uc/onado /a comun/cac/on pub//c/tar/a y /a
mercadotecn/a. Mc Ca.-H|||/|otoaoo|caoa oo Mox|co S./. Mox|co. 992
|oc|o|, |o|s. /ab/ar en b//co. Nuevas !cn/cas y /ecursos para /nf/u/r a una Aud/enc/a en
Cua/qu/er C/rcunstanc/a. |o|c|ooos L|az oo Saotos. S./. 996.
|aooos||, |oto. luchas //ectora/es. Mato|a| oo |ooac|oo |o||t|ca 5. Kooao-/oooaoo-St|||oo.
98O.
|ooca||o|o, |a|ao|. Qu/en gano? //ecc/ones 19J1-1930. L|SCC. 98O.
|osa|os, Ma|o. los Secretos de/ 8uen A/ca/de. 0na gu/a para e/ /jecut/vo /oca/. Cooto
|at|ooaoo|caoo oo Caac|tac|oo y Losao||o oo |os Cob|ooos |oca|os oo l||a. Saot|ao oo C|||o.
99+.
|os|||os|, |ooaooo. // Arte de/ /ngao. las re/ac/ones entre /os m///tares y /a prensa. Taoa
/soc|ac|oo Ca||ca |oocat|va. |oo. 2OOO.
Sc|.atz, Tooy. la /espuesta emoc/ona/, l/derazgo /moc/ona/. Casa |o|to|a| Sooto.o|to. 2OO.
Toot, ac| y ||v||o, Stovo. // Nuevo os/c/onam/ento. lo mas rec/ente sobre /a estrateg/a de
negoc/os # 1 de/ mundo. Saota |o oo 3oota. 996.
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qo
\a|ooz Zoooa, /ooos. Mar/et/ng o//t/co. 0n acercam/ento a su objeto y Campo de /stud/o.
|o|vos|oao oo Coaoa|a,aa. C|C|/. /soc|ac|oo |at|ooaoo|caoa oo Cooso|toos |o||t|cos.
Coaoa|a,aa. a||sco. Mox|co. 2OO.
\oa Cootooo 3., loo|oa. S/mbo//ca y o//t/ca. er 1973-199J. |oooac|oo ||oo|c| |bot. 99+.
\|||a,oaoa, Ca|os. Como Canar una 8ata//a //ectora/. Cooto oo Losao||o oo L|occ|oo oo
|oosas. |oo. 998.
Zozooaa ||oos, Ca|os. vargas l/osa. // Arte de erder 0na //ecc/on. |oooc|oo |o|to|a|
loca S./. |oo. 992.
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q1
lotooat|ooa| lL|/ y |a /soc|ac|oo C|v|| Taosaooc|a |ao |o|c|aoo o| |oaoa /oa Looocat|ca oo
oazo oo| 2OO+, coo o| ob,ot|vo oo coot|bo| a |a ooovac|oo y |ota|oc|o|ooto oo |os s|stooas oo at|oos
o||t|cos oo |os a|sos aoo|oos. /aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa//////////////////////
|| oaoa t|ooo + cooooootos:
Coocob|oo cooo oo oaoa |o||st|co, /oa otoooo ayooa a| oosao||o oo s|stooas at|oa|os
coooocootos a| coosooso y obooab|||oao, oaooo |oa a at|oos oo,o oao|zaoos, oas ooaooos y
coo oas soot|oo oo at|c|ac|oo. |aa coosoo||o, /oa bosca |os s|o|ootos |oactos: //////////
|ooostas oo o|ooa oo| s|stooa o||t|co coosoosoaoas o |os at|oos o||t|cos y |a soc|ooao c|v||.
|oa co|toa o||t|ca o|ootaoa a| o|a|oo |otoat|oa|o, |a bosooooa oo coosoosos y |a coooo|cac|oo
ooto at|oos y soc|ooao c|v||.
/||cac|oo oo oooas o |ostooootos |otooos oo |os at|oos o||t|cos ooo coot|boyao a so |ota|oc|-
o|ooto |ost|toc|ooa|, oooocac|a |otooa, taosaooc|a ||oaoc|oa y |a at|c|ac|oo oo ,ovooos y oo,oos.
L||ootos o||t|cos oo |as o|ooos oo| a|s oo osoc|a| oo,oos y ,ovooos coo oayoos y oo,oos
coooc|o|ootos oo tooas |oooaooota|os aa so oosoooo o||t|co.
/aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa/////////////////aaa
/aaaaaaaaa////////////aaa
- |a caac|tac|oo.
- |a coooac|oo toco|ca.
- |a |ovost|ac|oo a||caoa.
- || o|a|oo y coac|oo oo ooos.
lotooat|ooa| lL|/
Stoosbo
S|-O3 3+ Stoc||o|o
S.oooo
To|: +6-8-698 3 OO
|ax: +6-8-2O 2+ 22
|o|o_|ooa.|ot
|tt://....|ooa.|ot
Loos|to |oa| 2OO6-+O3
lS3| 9-8539-8O-8
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