2.  Pinochet’s New Constitution is voted in with 68% approval.  This constitution declares Pinochet as a “transitional” president for 8 years.  At the end of the “transition” a presidential candidate would be proposed by the head of the Armed Forces and Police for another eight year period (1997) The candidate would then be ratified by registered voters in a national plebiscite.

3.  The plebiscite was a vote on two choices: ◦ Yes: The proposed candidate is approved for an eight-year mandate and parliamentary elections take place nine months after he is sworn in. ◦ No: The proposed candidate is rejected. Pinochet and the Junta continue in power for another year. Presidential and parliamentary elections take place three months before Pinochet's term expires.  The regime’s rationale for holding a plebiscite was to legitimize its rule in the eyes of the international community and to establish the regime as continuous with Chile’s democratic tradition. (a form of “emergency surgery”)

4.  The junta believed that the people would reward the regime for the economic gains and political stability gained during its rule.  The regime underestimated the public’s desire for political and social freedom.  The regime also doubted that the opposition, divided among sixteen political parties would be able to create an effective organization.

5.  Chile long had a significant mass-media infrastructure  El Mercurio is the oldest Spanish Language newspaper in existence.  Chile’s long, mountainous geography facilitated broadcasting through electronic and satellite transmissions.  Pinochet set out to make television an important part of his rule, subsidizing prices and easing credit to facilitate the purchase of sets.

6.  By 1988 80% of Chileans had a television set in their household  Chile also had one of the largest radio audiences in Latin America (Radio was considered more trustworthy)  After 17 years, Chileans had been exposed to enough regime controlled media to be able to sift real news from government propaganda.

7.  The regime had enormous advantages over the opposition, control of major media outlets, money, and the only organized political force in the country  In advance of the formal campaigns the regime began running “public service” ads contrasting current “peace and prosperity” with Allende-era chaos.  Pinochet began appearing in civilian clothes at public rallies to “soften” image.

8.  Regime also began softening policies. Exiles were allowed to return and opposition papers permitted to publish without approval.  Opposition groups were also given access to national television. TV programs aired on Church run stations began airing programs denouncing the regime.  Pope John Paul II denounced Pinochet during a visit to Chile in 1987 and giving publicity to human rights groups.

9.  The Church, UN and USA pressured Pinochet into banning paid political advertising and giving away free TV spots to both “Yes” and “No” sides.  Each side was given 15 minutes of advertising time on all TV networks, once a day in the morning and evening and at noon on weekends.  The “NO” ads were technically and artistically superior, the result of collaborations of the country’s best artists and producers, featuring catchy jingles and cameos by celebrities.

10.  The “YES” ads, although more elaborate were less successful.  The “NO” ads had a clear, strong, positive message of change.  The “YES” ads both played on people’s fears and attempted to whitewash Pinochet’s image.  One of the most successful ads of the “NO” campaign featured a woman giving testimony of her sequester and torture, ending in a “reveal” of the woman as the mother of soccer star Carlos Caszely.

11.  The regime attempted to reduce the voter rolls by introducing a voter registration system requiring a new National ID card.  Opposition artists responded with a “Rock the Vote” campaign offering assistance and holding concerts free to anyone with an ID card to get younger voters.  The Plebiscite took place on October 5 th, 1988 had a 97% voter turn out. The “NO” side won with 56% of the vote.

12.  The “No” side anticipated attempts by the regime to commit voter fraud, cancel the plebiscite or declare martial law. Had independent vote counters watching the polls and reported their own results on opposition television.  Campaign head, Patricio Aylwin told “no” voters to “vote early” and “stay home.” Also kept the Marxist left from blowing everything up (metaphorically speaking)  Government had promised results as early as 6:00 PM but released nothing until two hours later.  When the government did release results, they were only from those few regions with a “Yes” side victory.

13.  The government was hoping to trigger protests which would justify more repression and cancel the vote. In advance of this they removed military personnel from the streets.  Opposition leaders began releasing their own results.  Channel 13, run by the Catholic University, decided to hold a discussion featuring Aylwin and conservative leader Onofre Jarpa. Interviewer began phrasing questions to Jarpa assuming a “No” win, Jarpa conceded.

14.  Pinochet held an emergency cabinet meeting at midnight.  One of the junta members, AF General Fernando Matthei commented casually to a reporter that he was worried that “the ‘no’ had won”.  At 2:40 AM, Interior Minister Sergio Fernandez held a news conference conceding the victory of the opposition.

15.  Presidential and Parliamentary elections took place on December 14 th 1989,  Patricio Aylwin was elected president and took office on March 11 th 1989 (Sponsored by a coalition of opposition parties called the Concertación)  Pinochet remained Commander in Chief of the Armed Forces and, due to the provisions of his own constitution, named himself “Senator for Life”, giving him immunity from prosecution until his arrest in the U.K. in 1998.

16.  Although the “No” victory was significant, it was still only 56% of the vote, with a 97% voter turn out. Discuss why you think 44% of the population still voted “yes” to Pinochet remaining in power.  In 1981 the population seemed resigned to the dictator’s indefinite presence, yet a mere 7 years later voted him out. Discuss what changed culturally and socially in Chile in that time period to allow this to happen.  Discuss the role of both the media and popular culture in the “No” campaign. What does that tell you about the role of media in politics as a whole?  Compare the “No” and “Yes” franjas we looked at in class. What do you notice about them?  The film No attributes the success of the “No” side purely to a well run marketing campaign. Based on what we have seen of the campaign so far, how accurate do you think that portrayal is? What does that tell you of the role of marketing in politics?

17.  https://www.youtube.com/watch?v=oA0zUk2 4p4U https://www.youtube.com/watch?v=oA0zUk2 4p4U  https://www.youtube.com/watch?v=e3ywCk9 rWds https://www.youtube.com/watch?v=e3ywCk9 rWds  https://www.youtube.com/watch?v=15mFaF1 DuUc https://www.youtube.com/watch?v=15mFaF1 DuUc  https://www.youtube.com/watch?v=1DqGaAr xdxo https://www.youtube.com/watch?v=1DqGaAr xdxo  https://www.youtube.com/watch?v=RxuRWm Eg8oE https://www.youtube.com/watch?v=RxuRWm Eg8oE