Estrategias de comunicación política en Colombia y Perú : análisis de las campañas de Gustavo Petro 2022 y Alberto Fujimori 1990

Abstract

Political communication strategies have varied over the years; Therefore, the purpose of this article is to analyze the communication strategies implemented during the presidential campaigns of Peru in 1990 whose winner was Alberto Fujimori and the Colombian presidential campaign of Gustavo Petro in 2022. The development starts from considering whether both Campaigns have similar characteristics within their political communication strategies or, on the contrary, differentiating elements in each one of them despite occurring at different times. Consequently, it is emphasized that both candidates use populist strategies on which they focused their campaign issues; while the most differentiating component was given from new political scenarios such as the use of social networks. finally, both presidential campaigns made use of the tools they considered necessary to understand the disagreements and needs of the electorate and translate them into an opportunity to win the vote that led them to victory.