Análisis de la influencia de la agenda setting y la imagen en campañas electorales. Estudio de caso: campaña de Gustavo Petro a la Alcaldía de Bogotá

Abstract

This paper analyzes the influence of Image and Agenda Setting in the success of an election campaign. Most studies that threat this matter, point to the creation of universal parameters, but, as far as this subject concerns, nothing is written and, both geographical and temporary situations, play a fundamental role. According to this, the current paper presents the idea that, given a political, social or economic situation, there are some specific factors that converge in order to guarantee some candidate’s victory.