Más que paz y guerra: Colombia desde spots político-electorales televisivos para la Presidencia

Abstract

The candidates use political-electoral spot to communicate a dominant social collective imaginary with the aim of getting as many votes as he can The electoral campaign for Colombian presidency in 2014 is remembered for the emphasis on peace, however, other themes were put on the political agenda. This work aims to unveil the Colombian situation communicated through the television political-electoral spots of the campaign to presidency 2014. Seven spots were analyzed from four parties that participated in the electoral contest. Relevance theory of Sperber and Wilson is used to identify explicit and implicit meanings, because interpretation depends on both senses. Results show this situation is expressed mainly through implicatures, perhaps the intention is to reach more voters. The more recurrent theme was a current one, peace. At the same time, it was noticed that the message construction of the spots depends on the public agenda and the candidate/ party uses it in favor of his/her/its general point of view.

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