La personalización de la política: una propuesta de definición para su estudio sistemático

Autores/as

Palabras clave:

comunicación política, personalización, estrategia electoral, marketing político, campañas electorales

Resumen

A pesar de la relevancia de la personalización en la investigación en Comunicación Política, así como otros ámbitos de estudio, existe un estado de confusión en la literatura sobre este concepto. El principal motivo reside en que no existe un consenso en torno a una definición o un concepto ampliamente compartidos. A ello se añade los diferentes enfoques desde los que puede abordarse la personalización política. Dichos enfoques se corresponden con los actores principales que intervienen en los procesos políticos, esto es, el sistema de medios, el sistema político y los ciudadanos. En consecuencia, los resultados y conclusiones son variados y, en ocasiones, dispares. Por tanto, esta falta de claridad conceptual supone una limitación para avanzar en el estudio de la personalización política, de ahí que esta investigación tenga como objetivo proponer una definición que sirva de referencia para posteriores estudios sobre este fenómeno.

Biografía del autor/a

Marta Rebolledo, Universidad de Navarra

Licenciada en Periodismo y Doctora en Comunicación por la Universidad de Navarra. Imparte asignaturas Political Communication, Global Communication, Contemporary Political Systems en la facultad de Comunicación de la Universidad de Navarra.

Citas

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20-09-2017

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Rebolledo, M. (2017). La personalización de la política: una propuesta de definición para su estudio sistemático. Revista De Comunicación, 16(2), 147–176. Recuperado a partir de https://revistadecomunicacion.com/article/view/991

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