2023-05-03 13:09:29
reflections
“There are politing advisers who call wisdom what they know, and ignorance what others know.” Carlos Salazar.
In this phase of the open campaign prior to the general elections to be held on June 25, Guatemalans see with amazement and implausibility the results of the opinion polls published by different media outlets and entities that carry out this type of social marketing studies. mainly by electronic means.
In the recent past, marketing was used to develop the image of commercial products, in the context of the beginnings of what would be called consumer society, later it was used in other activities where the human being intervenes, be they social, political, religious, cultural, etc.
Marketing as a political tool has been evolving since the dawn of the Second World War and its use has increased since the advent of the Internet, which has meant the globalization of communications for humanity.
Political marketing has as one of its main objectives to strengthen relations in the social sphere, between an aspirant for a position of popular election and the potential voters who are scattered throughout that geography that can be at the national, departmental or local level. Marketing helps to build the political image, to transmit trust and credibility and thus obtain the acceptance of the voter.
The people who are dedicated to political marketing must have the skills and abilities to interpret what are the needs, interests and problems that most affect the Guatemalan population, what hopes they place in the candidate they like the most, be it because of his image, because of the content of his speech or by the party organization that transmits security to the voter.
Political opinion polls are research instruments used in marketing, to find out the preferences of Guatemalans in different aspects, as is the case in this general election process, to find out what is the level of acceptance or rejection of the candidates. to the different positions of popular election.
Politicians must read between the lines what is the development of the position according to the times that are marked internally and externally of the country. Among others, geopolitics and its relationship with internal politics must be interpreted to make the best decisions and that these can be transferred correctly through marketing to voters.
Today we have a less actively participatory citizenry, but more informed. This antinomy tells us that today the interpretation of what happens in Guatemalan society should be studied with more scientific rigor and less empiricism.
Today Guatemalans exercise a more participatory citizenship in social networks, which implies that this is a new variable for analysis, the internet has had an impact on having more knowledge of what happens at the level of government, congress and courts, as well as of the control bodies. For example: we observed in real time the riots in the Legislative Branch, the fraudulent election process for rector at the National University and the immoral and unethical conduct of some candidates for popular election.
Opinion polls reflect a part of the worldview that is held in the electoral process, all the variables that intervene in their elaboration must be interpreted, to carry out an analysis close to reality of what they actually manifest, although it must be recognized that many situations They can be solved by common sense.
An enemy of Guatemalans is the weak analytical capacity, consequently, the aporias caused by political opinion polls limit the Cartesian exercise for the election of candidates for public office, allowing themselves to be carried away by those who pay, prepare and publish the opinion polls. opinion with disastrous results for the country.
The lesson that the analysis of opinion polls leaves us is that we should not accept their results as an axiom, because there is an opinion of opinions and most carry a considerable load of bias according to the origin of this collection exercise. of data.
Remember, not all that glitters is gold.
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