Bibliographic citations
Ponce, G., (2021). El discurso emocional como estrategia de comunicación en entrevistas en vivo. Análisis del caso del candidato presidencial Rafael López Aliaga en la primera vuelta del proceso electoral 2021 en Perú (octubre 2020 a abril 2021) [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659259
Ponce, G., El discurso emocional como estrategia de comunicación en entrevistas en vivo. Análisis del caso del candidato presidencial Rafael López Aliaga en la primera vuelta del proceso electoral 2021 en Perú (octubre 2020 a abril 2021) [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659259
@misc{renati/398797,
title = "El discurso emocional como estrategia de comunicación en entrevistas en vivo. Análisis del caso del candidato presidencial Rafael López Aliaga en la primera vuelta del proceso electoral 2021 en Perú (octubre 2020 a abril 2021)",
author = "Ponce Campos, Geraldine Joyce",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
Emotions have become a weapon when it comes to political campaigns. The usage of emotions on a candidate’s speech provides a unique value proposition. The politician’s exposure- either for a national charge- regional or local- supplies to the population the possibility of getting to know them or at least to know the image they are trying to portray. The “Renovación Popular” candidate designed his political campaign image based on controversial statements – furthermore, concurred with the raise of his name on opinion polls –, sustained by different emotions, which comprehends a strategy very similar to the one proposed by Donald Trump or Jair Bolsonaro. This qualitative study allowed to understand what the role of emotional discourse has been in a political campaign, such as the first round of the electoral process of 2021 in Peru. In this way, the analysis allows us to understand the relation between the political and the emotional, how both terms converge and how the different uses of emotionality generate an impact on the communication strategy.
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