Publication: El liderazgo mediado: Aznar y las estrategias de personificación de la política en las campañas de 1996 y 2000
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2016-06-02
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Universidad Complutense de Madrid
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Abstract
La llegada al poder del primer partido conservador de España tras las elecciones generales de 1996 significó un punto de inflexión en la historia de la joven democracia española. Más de dos décadas después del final de la dictadura militar del general Francisco Franco, el Partido Popular, formación creada por un ex ministro del dictador, se hacía con el Gobierno de la nación después de más de una década bajo gestión socialista. Esta victoria aupó al Ejecutivo, al joven José María Aznar, un político ajeno a la experiencia colectiva de la Transición Democrática que había ensalzado el liderazgo carismático de los mandatarios anteriores –Adolfo Suárez y Felipe González-, y convirtió al partido conservador en una formación de masas más o menos desideologizada y sumada a los ritmos bipartidistas del resto de países occidentales. Este trabajo parte de las contribuciones sobre liderazgo de los principales autores e investigadores en comunicación política para tratar de descifrar los mensajes que sobre el liderazgo de José María Aznar llevaron a cabo los principales medios de comunicación escritos del momento, así como el origen y tradición detrás de ellos. Se ha recurrido al análisis de medios habida cuenta de la extrema discreción del Partido Popular en lo que a sus procesos de comunicación y sus estrategias políticas y electorales se refiere casi dos décadas después de estos episodios. A través del análisis del discurso de los medios escritos, este trabajo trata de poner sobre la mesa las principales estrategias de comunicación del liderazgo – los Elementos del Liderazgo- tras el proceso de formación de la imagen de Aznar, tanto en las elecciones de 1996, como en su reelección por mayoría absoluta en el año 2000; el modelo de liderazgo emanado desde su oficina de campaña y el papel de los medios de comunicación de masas en la creación y definición de ésta. Usando la metodología del análisis cualitativo y cuantitativo, se han analizado las apariciones del candidato José María Aznar en los periodos de pre campaña, campaña y post campaña electoral de 1996 y 2000 en los diarios El Mundo y El País, considerados los principales medios de referencia a favor y en contra del político conservador. El objetivo ha sido poner de relieve el perfil de liderazgo modélico trabajado por la oficina electoral del Partido Popular, la fuerte inspiración norteamericana de éste -con la que se inauguraban mensajes y situaciones inéditas en la comunicación política española- y la profunda filtración que de él hacen los medios de comunicación escritos; poniendo de relieve, además, los principales matices en su tratamiento según el posicionamiento político de cada medio analizado. Es voluntad de esta investigación destacar, además, el papel de estas campañas electorales en general, y del tratamiento del liderazgo de José María Aznar en particular; como el último caso diseñado y comunicado a través del proceso unidireccional de la comunicación 1.0. Una comunicación fuertemente medida y controlada por el emisor, previa a la eclosión de internet, las nuevas tecnologías y las redes sociales que hoy definen el fragmentado escenario de una comunicación política mucho más compleja y multidireccional.
The coming to power of the first Conservative Party of Spain after the general elections of 1996 marked a turning point in the history of the young Spanish democracy. More than two decades after the end of the military dictatorship of General Francisco Franco, the Partido Popular (Popular Party), created by a former minister of the dictator, took control of the country after more than a decade under socialist administration. The win boosted to the Executive young José María Aznar, a stranger to the collective experience of democratic transition that exalted the charismatic leadership of former presidents -Adolfo Suarez and Felipe Gonzalez,- and turned the conservative party into a mass formation, more or less free of ideologies and included in the bipartisanship of other Western countries. This work is based on contributions about leadership from the main authors and researchers in political communication and tries to decipher the messages about the leadership of Jose Maria Aznar held in the main print media at that time, as well as the origins and tradition behind them. It has resorted to media analysis given the extreme discreetness of the Partido Popular as regards its communication processes and its political and electoral strategies, almost two decades after these episodes. Through discourse analysis of the print media, this paper tries to reveal the main leadership communication strategies –leadership elements- after the process of creating Aznar’s public image, in both 1996 elections and 2000 campaign to reelection; the model of leadership coming from his campaign office and the role of main mass media in its creation and definition. Using the methodology of qualitative and quantitative analysis, we have analyzed the appearances of the candidate José María Aznar during precampaign, campaign and post-election periods in 1996 and 2000 in the newspapers El Mundo and El País, considered the main reference print media for and against the conservative politician (El Mundo newspaper was considered a sympathizer with the Partido Popular while El País was part of the environment of the Partido Socialista). The aim of this work has been to highlight the exemplary leadership profile developed by the Partido Popular’s electoral office, strongly inspired by the American model – delivering new messages and unprecedented situations in the Spanish political communication- and its thorough transfer to print media; highlighting also the main nuances in their treatment by the political positioning of each media analyzed. It is this research will also to highlight the role of these election campaigns in general and treatment of Jose Maria Aznar’s leadership in particular; as the latter designed and communicated through the one-way communication process 1.0. A communication tightly measured and controlled by the issuer, prior to the emergence of Internet, new technologies and social networks that today define the fragmented scenario of a much more complex and multidirectional communication policy.
The coming to power of the first Conservative Party of Spain after the general elections of 1996 marked a turning point in the history of the young Spanish democracy. More than two decades after the end of the military dictatorship of General Francisco Franco, the Partido Popular (Popular Party), created by a former minister of the dictator, took control of the country after more than a decade under socialist administration. The win boosted to the Executive young José María Aznar, a stranger to the collective experience of democratic transition that exalted the charismatic leadership of former presidents -Adolfo Suarez and Felipe Gonzalez,- and turned the conservative party into a mass formation, more or less free of ideologies and included in the bipartisanship of other Western countries. This work is based on contributions about leadership from the main authors and researchers in political communication and tries to decipher the messages about the leadership of Jose Maria Aznar held in the main print media at that time, as well as the origins and tradition behind them. It has resorted to media analysis given the extreme discreetness of the Partido Popular as regards its communication processes and its political and electoral strategies, almost two decades after these episodes. Through discourse analysis of the print media, this paper tries to reveal the main leadership communication strategies –leadership elements- after the process of creating Aznar’s public image, in both 1996 elections and 2000 campaign to reelection; the model of leadership coming from his campaign office and the role of main mass media in its creation and definition. Using the methodology of qualitative and quantitative analysis, we have analyzed the appearances of the candidate José María Aznar during precampaign, campaign and post-election periods in 1996 and 2000 in the newspapers El Mundo and El País, considered the main reference print media for and against the conservative politician (El Mundo newspaper was considered a sympathizer with the Partido Popular while El País was part of the environment of the Partido Socialista). The aim of this work has been to highlight the exemplary leadership profile developed by the Partido Popular’s electoral office, strongly inspired by the American model – delivering new messages and unprecedented situations in the Spanish political communication- and its thorough transfer to print media; highlighting also the main nuances in their treatment by the political positioning of each media analyzed. It is this research will also to highlight the role of these election campaigns in general and treatment of Jose Maria Aznar’s leadership in particular; as the latter designed and communicated through the one-way communication process 1.0. A communication tightly measured and controlled by the issuer, prior to the emergence of Internet, new technologies and social networks that today define the fragmented scenario of a much more complex and multidirectional communication policy.
Description
Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Historia de la Comunicación Social, leída el 24-11-2015
UCM subjects
Elecciones, Comunicación social
Unesco subjects
5905.01 Elecciones, 6308 Comunicaciones Sociales