The Anatomy of the political story: conceptualization, functions and pieces of a strategic communication tool. The case of president Mauricio Macri (2015-2018)
Abstract
The current work aims to delimit, order and systematize the theoretical knowledge linked to the political story. In the first part, after going through different approaches, a conceptualization of the political story is presented. It is defined as the narrative structure used by the head of the Executive branch to provide meaning, coherence, cohesion and legitimacy to his management. Then, the functions, requirements and phases of this strategic communication tool are indicated. Then, through the first three years of the Argentine president, Mauricio Macri, the five pieces that structure a political story are specified: plot, dichotomous script, verb tense, symbolic repertoire and presidential ethos. As a conclusion, we can deduce that said governmental narrative is characterized by a plot of change, a conflict between the republic and populism, a prospective language, a symbolism that desacralizes the political power and a self-representation on the part of the head of the Executive power that highlights his experience and business success as a guarantee of effectiveness and efficiency in public administration.
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