LA FELICIDAD Y LA EMOCIÓN que necesita el pueblo…

Elecciones municipales en Arona.

Después de décadas de mensajes y argumentos políticos basados en lo que un candidato va a aportar a la sociedad, nos encontramos con un nuevo paradigma y un nuevo contexto donde la emoción y la felicidad del elector son el campamento base para ir construyendo el camino hacia el éxito electoral, el marketing político emocional ha llegado para quedarse.

Atrás quedaron los discursos tradicionales y los mensajes llenos de promesas que, dependiendo de quién vinieran, decantaban la balanza en pro de un candidato u otro. Estamos en la era donde el elector necesita imperativamente creer, necesita confiar. Es aquí, en el factor confianza, donde una estrategia política basada en la felicidad puede transmitir con firmeza una posibilidad real de cambio. Campañas que se van conformando a medida que el ciudadano no se centra en lo negativo del presente, sino que más bien, ve señales de esperanza de una mejora calidad de vida bajo una marca política.

Existen aun muchas organizaciones políticas que se centran única y exclusivamente en hacer campaña desprestigiando al adversario, en lo mal que hace las cosas y, lo negativo que es su gestión, graso error. Este tipo de campañas o estrategias pueden valer siempre y cuando sean un complemento y una pieza de la estrategia global, nunca para ser usada de manera exclusiva y durante la campaña permanente ante el ciudadano.

Un buen ejemplo del marketing político emocional, lo tenemos recientemente con Donald Trump el presidente de los Estados Unidos de América. Teniendo a la gran mayoría de los medios de comunicación en contra de su gestión y de su forma de ser, ha sido capaz de ganarse la confianza de millones de votantes. Además de vetar a muchos de los más importantes a sus ruedas de prensa y actos oficiales como son la CNN, The Washington Post, The New York Times, Los Ángeles Times, el elector ha creído y ha visto que, con el presidente actual, puede llegar a ser más feliz. Esa actitud e imagen de rebeldía constante ante los tradicionales medios de comunicación, ha creado a su favor un número de votos con solo una explicación, ha emocionado al electorado.

Este nuevo modelo de comunicación está comprobado que se dirige mucho más en buscar influencers, que el beneplácito de los canales de comunicación usados durante tantos años. Estamos en la era del “autoperiodismo digital”, la gente no tiene ya ninguna barrera ni se ciñe a un solo medio para saber si lo que lee, escucha o ve, es cierto, en la decisión de la gente prevalece hoy en día la emoción a la razón, en cierta forma haciendo un poco de memoria, siempre ha sido así, pero los medios de comunicación tenían el único poder en cuanto a lo que se decía, como se comunicaba, cuando y a quién hacerlo, hoy no.

Volviendo a la felicidad, hay nuevas tendencias de cambio donde la publicidad negativa va dejando paso a los mensajes de positivismo que pueda hacer suyos un candidato o un partido político, pensar mucho más en lo que puede ofrecer al elector, que en lo que están haciendo los contrincantes.

Componentes de la estrategia política emocional

Hay diferentes apartados sobre los que apoyar una estrategia de comunicación política positiva. Con un carácter más general podríamos mencionar los siguientes:

  • La seguridad nacional.
  • El patriotismo.
  • La mejora de la economía.
  • Las cifras del paro.

En una estrategia relacionada con la felicidad y en un ámbito más local podríamos encontrarnos algunos factores como:

  • La búsqueda de empleo local.
  • Las mejoras municipales en cuanto al ocio.
  • La garantía del buen uso de los recursos económicos.
  • La seguridad local.
  • La atención personalizada al vecino.

Finalmente, afirmar que aquellas estrategias de campaña a lo largo del tiempo que se centren en la gente, en ilusionarla día a día, verán mejores resultados que si se focalizaran en atacar o criticar a los adversarios, el ciudadano tiene mucha más capacidad que antaño para valorar que es lo mejor para su futuro, ese futuro que solo se construye con las emociones y la felicidad, el lugar donde el marketing político emocional es el mejor aliado, el compañero de viaje perfecto.

Isaac Manuel Hernández Álvarez

Consultor en comunicación y marketing político

www.isaachernandez.es

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