Resumen

CRESPO MARTINEZ, Ismael; CEPEDA JIMENEZ, José Alejandro  y  ROJO MARTINEZ, José Miguel. The Success of Post-Modern Campaigns. The Cases of Bogotá and Medellín’s Mayors in the 2019 Elections. Estud. Polit. [online]. 2020, n.59, pp.253-278. ISSN 0121-5167.  https://doi.org/10.17533/udea.espo.n59a11.

This article analyzes the presence of the characteristics of post-modern campaigns in the elections for Bogotá and Medellín mayors in 2019, and what lessons can be learned from these experiences. The successful campaigns of Claudia López and Daniel Quintero can be considered relevant cases to explain the transformations that political-electoral communication is undergoing. Both candidates, outside the traditional party structures, designed postmodern-type campaigns in which post-materialist issues -such as environmentalism and feminism- prevailed, while building powerful personal narratives. The new emerging values, especially significant for young audiences, the importance of personalisation and the use of innovative communication techniques were highlighted in the strategy of these candidates.

Palabras clave : Political Behavior; Electoral Campaigns; Political Communication; Political Personalism; Local Elections; Colombia.

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