En busca de la imagen perdida

LA FOTOGRAFÍA EN LA COMUNICACIÓN POLÍTICA

¿Es importante la fotografía en comunicación política? No, es mucho más que eso, es uno de los elementos imprescindibles para poder optar a ganar elecciones. La palabra fotografía viene del vocablo de origen griego: phos (luz) y grafis (escritura), o lo que es lo mismo significa escribir o dibujar con luz.

Es esa misma luz la que a través de la imagen que un candidato proyecta de si mismo, la que puede conseguir importantes resultados a la hora de alcanzar los objetivos estratégicos de la campaña política.

Ya bien sea en comunicación tradicional o comunicación política más tecnológica, las fotografías pueden ser utilizadas para fortalecer o dar una mala imagen del candidato o partido político, generando interacción o participación si resultan ser lo suficientemente atrayentes y generadoras de expectación ante los usuarios y espectadores.

Decía Berenice Abbott “La fotografía ayuda a las personas a ver…” La gran mayoría de la información que hoy en día se comunica en política, al igual que en cualquier aspecto de la sociedad, es de tipo no verbal. Las palabras pasan a un segundo término cuando el lenguaje del cuerpo explica quiénes somos. Es la comunicación no verbal mucho más visual, más directa, más potente e inmediata, de ahí la importancia de la fotografía en política.

LA IMPORTANCIA DE LA FOTO EN EL MARKETING POLÍTICO

Los partidos políticos y los candidatos hacen uso de la fotografía me atrevería a decir, muy a la ligera. El uso de contenidos fotográficos tiene que tener un capítulo específico y destacado dentro del marketing político que una consultoría o estrategia política necesiten establecer en cualquier campaña electoral.

¿Cuántas buenas fotos hacen falta para ganar elecciones? A veces basta con una…

Y entonces, ¿Cómo y por dónde empezamos a crear contenidos fotográficos, ¿cuándo los vamos a publicar?, ¿a quiénes queremos destinar nuestra imagen política? ¿las hacemos por nuestra cuenta o buscamos un fotógrafo profesional?

Estas y muchas cuestiones más nos debería hacer reflexionar y tener una visión de las imágenes de nuestra marca política. Dentro de nuestro plan de comunicación, si lo tenemos, deberíamos atender y estudiar las características que hacen que nuestras publicaciones de imagen tengan mayor o menor interacción cuando se utilizan, en que ambientes, la naturalidad de estas, los colores y edición de imagen en política son importantísimos.

Con la llegada del Smartphone hacer una foto está a un solo clic, publicarla a tan solo dos, reenviarla a tres y recibirla a tan solo unos segundos. Una foto mal publicada puede hacer ganar o perder la confianza de un electorado cada vez más pendiente de lo audiovisual. La fotografía solo representa el presente y no hay tiempo para leer y estudiar programas electorales extensos, vivimos en la era de la imagen rápida, el vídeo corto, el multi-contenido de pocos segundos.

OBJETIVO POLÍTICO, SACAR UNA BUENA FOTO.

De vuelta a los objetivos de comunicación política y de las campañas políticas, ¿tenemos claro que imagen queremos transmitir de nuestro candidato o líder? ¿Queremos mostrar una impronta de persona cercana, una persona divertida, un candidato o candidata política seria y preparada para gobernar una ciudad, una persona realmente amigable, un futuro gobernante que proyecte pasión y empatía? ¿Qué es lo que queremos conseguir?

¿Y por qué no una imagen de atención a los ancianos, a los jóvenes o a las mujeres? ¿Cuál de sus atributos y características más destacables queremos poner en valor? ¿Buscamos fomentar la participación en las urnas? Producir y seleccionar imágenes para un partido político tiene que estar en mano de profesionales y personas objetivas, no siempre podemos quedar bien, no pasa nada si la foto no es la apropiada, no hay que salir si o si.

Es por lo que la selección de imágenes en una campaña política debe de ser muy coherente y consecuente con lo que se quiere transmitir. El retrato de un candidato político evidencia muchas de sus virtudes, cualidades o defectos a través de la expresión facial, de como viste, de como camina, su postura ante la conversación o en un evento, por lo tanto cuidar la comunicación audiovisual es fundamental para ofrecer aquello que se pretende que no es otra cosa que una buena imagen ante la opinión pública.

La naturalidad en política encuentra en la fotografía uno de sus mejores aliados, somos lo que somos y no lo que pretendemos ser.

NO TODO ES FOTOGRAFÍA POLÍTICA, HAY MÁS

Pero no todo es fotografía en comunicación, el aparentar y postularse en ocasiones de cara a la galería llegar a ser, en muchos casos, contraproducente. No todos los políticos quedan bien inaugurando un nuevo parque con una pala en la mano y un casco de construcción, asistiendo a una fábrica o un hospital posando para una foto que es más que evidente que lo que pretende es justificar el haber participado de un acto. La fotografía es como la prueba del algodón, no engaña.

En los planes de comunicación política bien elaborados, los contenidos fotográficos son el medio que pueden llegar a resumir una gestión y un proyecto finalizado, de ahí su importancia para enseñar lo bien y necesario de comunicarse con esta herramienta política. Una mala foto puede llevar al traste una gran gestión política. Además, debemos tener muy presente no caer en el egocentrismo fotográfico, no beneficia para nada.

No hay fotografías buenas o malas, hay fotos que fortalecen o debilitan la imagen de una persona, más aún en política.

¿Podemos incluir pequeños textos o citas en nuestras fotos? Por supuesto, son un complemento ideal para invitar al comentario o a la interacción con nuestros seguidores o personas que visualizan nuestros contenidos. Una buena fotografía, con un breve mensaje o texto que cause sorpresa o llamada a la acción, funciona muy bien para conseguir que pueda compartirse y llegar a ser viral, aunque en este último caso sea tarea más que difícil.

También la fotografía se ha ido relacionando en los últimos años con los hashtags o las famosas etiquetas de las redes sociales, así que no podemos obviar la potencialidad del mensaje a incluir en la foto que publiquemos en prensa, revistas, medios digitales y otros canales de comunicación.

La fotografía profesional y bien elaborada en política tiene mucho recorrido aún, le queda mucho por mejorar. Es en ese campo de mejora donde las organizaciones políticas tienen que tomarse más en serio la importancia de la comunicación no verbal, el discurso político tradicional no basta por si solo, sino que se lo digan a los candidatos de las últimas elecciones andaluzas en España en este 2018.

Isaac Manuel Hernández Álvarez
Asesor Político
www.isaachernandez.es

 

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