Synopsis

Why did the people vote? How do you build a political campaign with impact? This manual provides an insight into strategic for the electoral process in Latin america, analyzing its social, communication and policy. Through a multi-disciplinary approach, it examines the voting behavior, the formation of public opinion and the strategies of persuasion used in democratic contexts contemporaries. Explores theories key as the agenda-setting, framing, priming, and political marketing, as well as explanatory models ranging from the rational dialogue to the advertising and segmentation election. In addition, we present methodological approaches to quantitative, qualitative and computational, with special attention to the impact of digitization, artificial intelligence and social networking in the public sphere.

66 pages