The political marketing expert, Cristián Leporati, referred in The Counter at La Clave to the next appearance of former president Michelle Bachelet in the Approval campaign and how the fact can make a difference just five days before the exit plebiscite on September 4.
In this sense, he expressed that his appearance “is interesting, because if you analyze the Rejection strategy, it has normally been to use former faces of the Coalition, because they want to reach that public. People who voted for Lagos, Frei, Bachelet, post-dictatorship and They want to reinforce that point, to those undecided”.
“For the same reason, the fact that Bachelet appears in the electoral window is important, because probably the most human figure, the closest to the former Coalition, is not Lagos, it is Bachelet; she is also a woman, we already know what happened in the second presidential round a few years ago months ago,” he added.
That is why “it is important that Bachelet appears for an emotional issue, because it reinforces that category of people who were part of the Coalition. It reinforces them positively but it also reinforces women.”
“I would say that women appear in politics in Chile in the 21st century with Bachelet 1 and Bachelet 2, her presence is very important for women and she is clearly an opinion leader, not only of the Coalition, it is important,” she said. .
“It is a symbolic gesture, no less,” he added.
Performance of Approval and Outrage of Rejection
On the other hand, the academic from the Diego Portales University addressed how the events that occurred last weekend can lead the undecided to choose one of the options of the plebiscite, where he announced that it is difficult for it to happen.
“It is difficult, because the surveys in general indicate that there are not so many undecided, it is an important group but not as relevant. Chileans have gone through many elections in recent months, from the entry plebiscite to the exit plebiscite, therefore it is a public that has already been educated in political and territorial communication, performances, actions; it should be overeducated in the rhetoric of politics with all its derivatives,” he said.
“In that sense, it does not affect so much because it is a fairly professional audience in terms of how to relate to what politicians propose,” he added.
Likewise, he maintained that “it is not so relevant, I think it rather has a strong impact because we are in the middle of the campaign, so both groups, those who have been run over or those with the flag, try to get the most out of social networks and that contaminates the more traditional media such as radio, television, the press, because we are campaigning and these are inputs to try to reinforce our own hosts and those who are undecided”.
“It doesn’t make such an impact on people, we’ve been campaigning for a year, so it’s not that striking,” he said.
