The image of marketing politics in Latin America New concepts, under the same principles

Abstract

Political marketing is a discipline, somewhat discredited and misunderstood in Latin America, not only in the epistemic field, but also by the same political class, mainly the "old guard," as well as by different social groups. (1) For some, the term marketing, by itself, connotes manipulation, deception or artifice or, in the best of cases, superficiality, form, wrapping or banality (2) For its part, the term politics, also, for For many citizens, it is synonymous with lies, trickery, abuse, and even corruption or negativity. By combining both terms, it turns out that with the only name that this scientific discipline has acquired, it acquires a double connotation of acute negative imprint. Hence, some of its critics have described it as "a cynical way of lying to people to gain or retain power." (3) In this sense, this discipline has inherited, since its baptism and birth, an image or negative perception in certain social sectors, who associate it with deception and lies. That is to say, in a certain way this discipline carries its penance in one's own “genes”. But, why is this bad image that marketing has, not only in broad sectors of society, but even among politicians themselves, and also, among some consultants in the area of ​​politics? Why has marketing been able to "sell" anything, products or services to people, but has not been able to "sell" itself? The causes are multiple and respond to different factors which we will address in this writing.