Cambiemos coalition 2015: politics on an electoral level

Abstract

Considering contemporary Argentine politics entails, throughout an electoral period, the audiovisual representations field. Therefore, the present study consists of the recognition of the sense given to the signifier material nature integrating the diegesis of Cambiemos indexical spots, whose spreading was in the context of the 2015 electoral campaign. Our hermeneutic hypothesis signals that, to the detriment of genuine government proclamations, the coalition supported its spots design rule hiding the opacity of its productions, a rule which orders the narrative structures as discourses. The analysis included the recovery of the films enunciation theory, in order to examine the traces of the impersonal subject and the images constructor. The methodology consisted of an intertextual study of communication pieces officially spread by Cambiemos, selecting an observation in three dimensions: political and civil bodies, objects at the depth of field, and spaces represented and intervened by the technological devices. The importance of this phenomenon is given by the predominance acquired, in 2015, by the proselytising pieces as vehicles for emotional communication.