Guerrilla marketing: contrainsurgencia y capitalismo en Colombia

Abstract

In The Forgotten Peace by the American historian Robert A. Karl (2018), two characters stand out in the context of the construction of the “creole peace”, the timid cessation of political violence linked to the parallel demobilization of the guerrillas and the construction of the National Front. They are Alberto Lleras –journalist, politician, architect of the bipartisan coalition and, ultimately, its first president– and Jorge Villamil –doctor, rancher and composer, active subject of the fragile reconciliation in Huila–. In the midst of the world context of the Cold War, these men knew how to be – to a greater or lesser extent – important actors in an attempt to stop a bloody conflict at a time when peacebuilding manuals and protocols did not exist.