Cambiemos 2015: la política en un plano electoral
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 spread...
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Instituto Multidisciplinario de Estudios Sociales Contemporáneos
2020
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| Acceso en línea: | https://revistas.uncu.edu.ar/ojs3/index.php/estudiosocontemp/article/view/2785 |
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I11-R98article-27852022-03-07T15:40:14Z Cambiemos coalition 2015: politics on an electoral level Cambiemos 2015: la política en un plano electoral Cicowiez, Mariano campaña electoral, coalición política, imágenes técnicas, discurso, sujeto enunciador electoral campaign, political coalition, technical images, speech, subject of the statement 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. Pensar la política argentina contemporánea incluye, en un período electoral, al campo de las representaciones audiovisuales. Por tanto, el estudio que se propone consiste en el reconocimiento de la puesta en sentido de la materialidad significante que integra a la diégesis de los anuncios indiciales de Cambiemos, cuya circulación remitió a la campaña presidencial 2015. Nuestra hipótesis hermenéutica señala que, en menoscabo de genuinas proclamas de gobierno, la coalición sustentó la norma de diseño de sus avisos ocultando la opacidad de sus producciones, la cual ordena a los esquemas narrativos a manera de discursos. El examen comprendió la recuperación de la teoría de la enunciación fílmica, con objeto de analizar las huellas del sujeto impersonal y constructor de las imágenes. La metodología consistió en un relevamiento intertextual de piezas de comunicación oficialmente difundidas por Cambiemos, seleccionando tres dimensiones de observación: cuerpos políticos y civiles, objetos dispuestos en profundidad de campo, y espacios representados e intervenidos por el artefacto tecnológico. La relevancia del fenómeno está dada por el predominio que, en 2015, adquirieron las piezas de uso proselitista en tanto vehículos de comunicación afectiva. Instituto Multidisciplinario de Estudios Sociales Contemporáneos 2020-06-25 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.uncu.edu.ar/ojs3/index.php/estudiosocontemp/article/view/2785 Estudios Sociales Contemporáneos; Núm. 23 (2020): Pensar la política hoy ; 114-132 2451-5965 spa https://revistas.uncu.edu.ar/ojs3/index.php/estudiosocontemp/article/view/2785/2575 Derechos de autor 2020 Mariano Cicowiez https://creativecommons.org/licenses/by-nc-sa/3.0/deed.es |
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Universidad Nacional de Cuyo |
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Revistas en línea |
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Revistas en línea |
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Estudios Sociales Contemporáneos |
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Estudios Sociales Contemporáneos |
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I-11 |
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R-98 |
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spa |
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Online |
| author |
Cicowiez, Mariano |
| spellingShingle |
Cicowiez, Mariano Cambiemos 2015: la política en un plano electoral campaña electoral, coalición política, imágenes técnicas, discurso, sujeto enunciador electoral campaign, political coalition, technical images, speech, subject of the statement |
| author_facet |
Cicowiez, Mariano |
| author_sort |
Cicowiez, Mariano |
| title |
Cambiemos 2015: la política en un plano electoral |
| title_short |
Cambiemos 2015: la política en un plano electoral |
| title_full |
Cambiemos 2015: la política en un plano electoral |
| title_fullStr |
Cambiemos 2015: la política en un plano electoral |
| title_full_unstemmed |
Cambiemos 2015: la política en un plano electoral |
| title_sort |
cambiemos coalition 2015: politics on an electoral level |
| description |
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. |
| publisher |
Instituto Multidisciplinario de Estudios Sociales Contemporáneos |
| publishDate |
2020 |
| url |
https://revistas.uncu.edu.ar/ojs3/index.php/estudiosocontemp/article/view/2785 |
| topic |
campaña electoral, coalición política, imágenes técnicas, discurso, sujeto enunciador electoral campaign, political coalition, technical images, speech, subject of the statement |
| topic_facet |
campaña electoral, coalición política, imágenes técnicas, discurso, sujeto enunciador electoral campaign, political coalition, technical images, speech, subject of the statement |
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AT cicowiezmariano cambiemoscoalition2015politicsonanelectorallevel AT cicowiezmariano cambiemos2015lapoliticaenunplanoelectoral |
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