in Latin America:in Latin America:Recovering voters’ trust Recovering voters’ trust

Political campaignsPolitical campaigns

AnatomyAnatomy of society of society

Very heterogenous group of Very heterogenous group of almost 20 countries with diferents almost 20 countries with diferents stories.stories.

Support to democracy: Support to democracy:

In 1996: 61%In 1996: 61%

In 2004: 53%In 2004: 53%

The majority prefers order to The majority prefers order to libertiesliberties Populist Populist

governments. governments.

¿In what do voters believe?¿In what do voters believe? Fear of insecurity and Fear of insecurity and unemployment.unemployment.

The economic situation. The economic situation.

Low levels of education. Low levels of education.

Individualists.Individualists.

People want to see their People want to see their own problems resolved.own problems resolved.

The situation has made The situation has made them them start to believe in start to believe in small things. small things.

Positive answersPositive answers

It does not matter who is the leader, as long It does not matter who is the leader, as long as he/she solves the problems: as he/she solves the problems:

55% approve nondemocratic government. 55% approve nondemocratic government. 46% approve that private companies 46% approve that private companies asume the government.asume the government.

The voters respond in a positive way to that:The voters respond in a positive way to that:

Who keeps his/her promises.Who keeps his/her promises.

Who accepts supervision and Who accepts supervision and control. control.

Who accounts for his/her acts.Who accounts for his/her acts.

Who recognizes his/her mistakesWho recognizes his/her mistakes.

Negative answersNegative answers Lacks knowledge of public Lacks knowledge of public administration.administration.

Abuses power in times of Abuses power in times of crisis.crisis.

Does not consult and validate Does not consult and validate his/her plans/decisions with civil his/her plans/decisions with civil society.society.

Is not atunned with the voter’s Is not atunned with the voter’s ideas.ideas.

Lacks preparation to face a Lacks preparation to face a political campaign.political campaign.

Interest in politicsInterest in politics

More than half of the More than half of the population thinks that is population thinks that is possible to change things with possible to change things with their vote. their vote.

22% of Latinamericans 22% of Latinamericans would argue with their best would argue with their best friend over political subjects.friend over political subjects.

49% of the Venezuelans49% of the Venezuelans

36% of the Mexicans36% of the Mexicans

32% of the Chileans32% of the Chileans

Role of political Role of political communicationcommunication

In the last few years In the last few years Latinamerican candidates have Latinamerican candidates have seen political communication seen political communication as a useful campaign strategy.as a useful campaign strategy.

Latinamerican consultants have Latinamerican consultants have been trained in several disciplines.been trained in several disciplines.

First task: understand the First task: understand the language of each group of voters.language of each group of voters.

Second task: translate the Second task: translate the campaign’s message into their campaign’s message into their language.language.

Role of political Role of political communicationcommunication

-Successful cases--Successful cases- Joaquín Lavín in Chile: knows the Joaquín Lavín in Chile: knows the reality of the country he wants to reality of the country he wants to govern.govern.

Andrés Pastrana in Colombia: Andrés Pastrana in Colombia: alternative for change.alternative for change.

Alejandro Toledo in Perú: appeared Alejandro Toledo in Perú: appeared as a candidate issued from the as a candidate issued from the popular class who succeeded on his popular class who succeeded on his own.own.

Lula Da Silva in Brazil: arrived at Lula Da Silva in Brazil: arrived at the right moment.the right moment.

ColombiaColombia

In 1998 Colombia was at the lowest In 1998 Colombia was at the lowest level of trust in the international level of trust in the international community:community:

President Samper did not had President Samper did not had a travel visa to the United a travel visa to the United States.States.

The guerrilla did not negotiate The guerrilla did not negotiate with him.with him.

Scandals of corruption.Scandals of corruption.

Great Alliance for Change:Great Alliance for Change:

Antithesis of Samper and his Antithesis of Samper and his government.government.

International support and International support and of leaders in Colombiaof leaders in Colombia.

June 15, 1998, press June 15, 1998, press conference that changes conference that changes

everything:everything:

Mandate to negotiate Mandate to negotiate peace. peace.

The greatest voter The greatest voter turnout in Colombia’s turnout in Colombia’s

history.history.

February 20, 2002, the February 20, 2002, the tendency begins to tendency begins to

change: change: Voters choose the Voters choose the one who represented one who represented

the authority. the authority. Alvaro Uribe went Alvaro Uribe went

from 2% to 53% in just from 2% to 53% in just a few months.a few months.

El SalvadorEl Salvador-March 2004--March 2004-

SCENARIO:SCENARIO:

ARENA had been for three ARENA had been for three consecutive terms of five years consecutive terms of five years in power. The environment was in power. The environment was propitious for a change of propitious for a change of course in government.course in government.

The FMLN (old guerrilla) had The FMLN (old guerrilla) had good candidates, but made the good candidates, but made the mistake of supporting the most mistake of supporting the most radical leader.radical leader.

STRATEGY OF STRATEGY OF ARENA:ARENA:

The party chose The party chose a very different a very different candidate from the candidate from the president in office.president in office.

It recalled the It recalled the crimes committed crimes committed by its oppenent by its oppenent during the guerrilla during the guerrilla war. war.

It used fear as It used fear as propaganda propaganda resource.resource.

Rebuilding voters’ trustRebuilding voters’ trust

Latinamericans hope to Latinamericans hope to improve their quality of life in improve their quality of life in a period of 6 to 7 years.a period of 6 to 7 years.

The majority think that in a The majority think that in a few years they will live in few years they will live in better conditions.better conditions.

They have patience to wait They have patience to wait longer than a presidential longer than a presidential term.term.

They believe in the new They believe in the new leaders.leaders.