El Marketing Político 2.0 y sus Implicaciones sobre la Formulación y Difusión del Mensaje de Campaña: El Caso de la Campaña Presidencial de Barack Obama 2008

Abstract

Political marketing 2.0, has been positioned as an important factor in the implementation of diverse current political campaigns, this has had direct effects on the formulation and dissemination of the campaign message. Changes in the interaction scenarios between citizens and politicians or candidates, linked to the importance acquired by the use of ICT as a communication mechanism and citizen participation scenario. They allow to identify that the theoretical analysis about the importance of digital tools and social networks for the development of political campaigns, is relevant to understand the new models that should join the evolution of political campaigns at present. Discourse analysis applied in this paper, showed that the campaign message, in the midst of its complexity, is immersed in transformations that require a more detailed formulation process and a strategically segmented dissemination. The presidential campaign of Barack Obama in 2008 is considered an important reference for the development of political campaigns through social networks. For this reason, the present text analyzes the use of social networks during the presidential campaign of Obama in 2008, regarding the political message and its dissemination.