La política en la sociedad del conocimiento

Por Isaac M. Hernández Álvarez

Cuando la gente importaba

Si le preguntaras a cualquier político o persona dedicada a la vida pública cual es su principal objetivo, muchos te responderán que ayudar o solucionar los problemas a la gente. Ninguno te responderá que conseguir más votos en unas elecciones, eso lo suelen dejar para última hora.

Hubo un tiempo en el que las relaciones humanas entre ciudadanos y dirigentes políticos se centraba en la personificación por ambas partes y en todo momento. La llegada de las nuevas tecnologías en las últimas décadas hoy en día ha servido para ver como se ha desarrollado de manera vertiginosa una sociedad del conocimiento donde el acceso a la información prácticamente es ilimitado y donde internet actúa como motor sin pausa alguna.

Con todo esto vemos que la vocación política hace años que se dividió en dos bloques muy identificados, el “que hago todos los días” y el “para que le guste a la gente”. En cualquiera de los dos casos todo se centra un dirigente con una carrera sin sentido por el agradar incluso confundir a un electorado cada vez más informado, más inteligente, más conectado, en definitiva, con más capacidad de elección, pero muchísimo más necesitado de verse identificado con un candidato o unas siglas que de verdad tengan empatía con el ciudadano de a pie.

Los campos donde confluyen los ciudadanos con los políticos no son la Moncloa, el senado, los parlamentos, ni tan siquiera la oficina de un Ayuntamiento. A la inmensa mayoría de la gente no le importa ni sabe lo que se discute en ese tipo de lugares, el pueblo lo que quiere y donde escucha, lee, o ve a un político es en la calle y, cada vez más, en el mundo online. Eventos, fiestas locales, jornadas de barrio, ese es el lugar de encuentro fácil y rápido, pero tampoco se trata de ir al comienzo y marcharse antes de que termine el acto, es el lugar donde hablar con la gente, donde escuchar y decir lo que se piensa, donde quedar para otra conversación.

Las emociones en política

Los candidatos y partidos políticos tienen que empezar a pensar en modo empresa, en actuar desde la perspectiva de que lo importante es el cliente y en este caso, el elector. Hace ya muchos años que las empresas para hacer llegar su producto o servicio gastan gran parte de sus recursos a la captación y fidelización de clientes en base a conocer que quieren, donde lo quieren, a que precio lo quieren, para que lo quieren y como lo quieren. En política pasa lo mismo, o casi lo mismo, ya es hora de que empiecen a interesarse por lo que realmente quiere y necesita el vecino, buscar ese servicio o producto político para adaptarlo a dicha demanda y finalmente, ver cómo y porque canal de comunicación hacérselo llegar.

Decía que casi lo mismo porqué, además, por si fuera poco, ahora también hay que añadir el mundo de las emociones, todo un mundo por explotar. Vivimos en una sociedad falta de cosas que realmente lleguen al lugar donde se pelea la razón con el corazón. La línea que divide la verdad de la mentira ya no se identifica, lo real de lo imaginario menos aún, estamos en el momento de la gran duda y, ante esta, la que inclina la balanza es la emoción.

En esta sociedad del conocimiento todo puede interpretarse según sea la fuente de la información, según sea el lado por donde se mire, estamos ante la obligación de ser mucho más competitivos ante la búsqueda de nuevos simpatizantes y electores, ahora toca tener talento, ser realmente diferentes, ser innovadores, ser más directos. Con tanta información, tanto medio de comunicación, tanto cartel, tanta prensa, tanta radio, tanta televisión, tanta internet y redes sociales, aquel candidato que sea capaz de conquistar un poco de la sin razón del ciudadano, conseguirá su confianza, conseguirá lo que está buscando, eso que no se atreven a decir cuando le preguntan, conseguirá el voto.

No basta con hacer o crear grandes productos para todos por igual, es la hora de personalizar mucho más la gestión política donde el ciudadano es el rey, el que manda. Si eres un cargo público, te dedicas a esto o simplemente te gusta la vida política no digas las cosas, mira bien que vas a contar, a quién y porque canal de comunicación, empieza a contar tu historia.

*Consultor en Marketing Político y Comunicación

 

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