in Latin America: Recovering voters’ trust Political campaigns

Anatomy of society Very heterogenous group of almost 20 countries with diferents stories. Very heterogenous group of almost 20 countries with diferents stories. Support to democracy: Support to democracy: In 1996: 61% In 2004: 53% The majority prefers order to liberties Populist governments. The majority prefers order to liberties Populist governments.

¿In what do voters believe? Fear of insecurity and unemployment. Fear of insecurity and unemployment. The economic situation. The economic situation. Low levels of education. Low levels of education. Individualists. Individualists. People want to see their own problems resolved. The situation has made them start to believe in small things.

Positive answers It does not matter who is the leader, as long as he/she solves the problems: It does not matter who is the leader, as long as he/she solves the problems: 55% approve nondemocratic government. 46% approve that private companies 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 accepts supervision and control. Who accounts for his/her acts. Who recognizes his/her mistakes Who recognizes his/her mistakes.

Negative answers Lacks knowledge of public administration. Lacks knowledge of public administration. Abuses power in times of crisis. Abuses power in times of crisis. Does not consult and validate his/her plans/decisions with civil society. Does not consult and validate his/her plans/decisions with civil society. Is not atunned with the voter’s ideas. Is not atunned with the voter’s ideas. Lacks preparation to face a political campaign. Lacks preparation to face a political campaign.

Interest in politics More than half of the population thinks that is possible to change things with their vote. More than half of the population thinks that is possible to change things with their vote. 22% of Latinamericans would argue with their best friend over political subjects. 22% of Latinamericans would argue with their best friend over political subjects. 49% of the Venezuelans 36% of the Mexicans 32% of the Chileans

Role of political communication In the last few years Latinamerican candidates have seen political communication as a useful campaign strategy. In the last few years Latinamerican candidates have seen political communication as a useful campaign strategy. Latinamerican consultants have been trained in several disciplines. Latinamerican consultants have been trained in several disciplines. First task: understand the language of each group of voters. First task: understand the language of each group of voters. Second task: translate the campaign’s message into their language. Second task: translate the campaign’s message into their language.

Role of political communication -Successful cases- Joaquín Lavín in Chile: knows the reality of the country he wants to govern. Joaquín Lavín in Chile: knows the reality of the country he wants to govern. Andrés Pastrana in Colombia: alternative for change. Andrés Pastrana in Colombia: alternative for change. Alejandro Toledo in Perú: appeared as a candidate issued from the popular class who succeeded on his own. Alejandro Toledo in Perú: appeared as a candidate issued from the popular class who succeeded on his own. Lula Da Silva in Brazil: arrived at the right moment. Lula Da Silva in Brazil: arrived at the right moment.

Colombia In 1998 Colombia was at the lowest level of trust in the international community: In 1998 Colombia was at the lowest level of trust in the international community: President Samper did not had a travel visa to the United States. The guerrilla did not negotiate with him. Scandals of corruption. Great Alliance for Change: Great Alliance for Change: Antithesis of Samper and his government. International support and of leaders in Colombia International support and of leaders in Colombia.

June 15, 1998, press conference that changes everything: Mandate to negotiate peace. Mandate to negotiate peace. The greatest voter turnout in Colombia’s history. The greatest voter turnout in Colombia’s history. February 20, 2002, the tendency begins to change: Voters choose the one who represented the authority. Voters choose the one who represented the authority. Alvaro Uribe went from 2% to 53% in just a few months. Alvaro Uribe went from 2% to 53% in just a few months.

El Salvador -March SCENARIO: ARENA had been for three consecutive terms of five years in power. The environment was propitious for a change of course in government. ARENA had been for three consecutive terms of five years in power. The environment was propitious for a change of course in government. The FMLN (old guerrilla) had good candidates, but made the mistake of supporting the most radical leader. The FMLN (old guerrilla) had good candidates, but made the mistake of supporting the most radical leader.

STRATEGY OF ARENA: The party chose a very different candidate from the president in office. The party chose a very different candidate from the president in office. It recalled the crimes committed by its oppenent during the guerrilla war. It recalled the crimes committed by its oppenent during the guerrilla war. It used fear as propaganda resource. It used fear as propaganda resource.

Rebuilding voters’ trust Latinamericans hope to improve their quality of life in a period of 6 to 7 years. Latinamericans hope to improve their quality of life in a period of 6 to 7 years. The majority think that in a few years they will live in better conditions. The majority think that in a few years they will live in better conditions. They have patience to wait longer than a presidential term. They have patience to wait longer than a presidential term. They believe in the new leaders. They believe in the new leaders.