TWILIGHT OF THE POLITICAL CONSCIENCE

Inside the political history in Latin America have seen each other process revolutionaries, which were based on ideologies and social constructions, in search of more democracy from the French revolution in 1789, in which understood each other the necessity of new structures for the development of the social activities and it emerges the democratic values, developing a fissure of the political power and to be able to ecclesiastical.

The constructions of what you denominates politics. On one hand to see the contributions of Gramsin, about the power, which was reached by means or it conquers of 3 factors that are essential to have the control and the power: educational system, religious system and media.

This showed in base initial that was the aspects that but they intervene in the citizen in their thought and the value of the influence that have the same ones. As well as Luis indicates it Costa, study of electoral market, the whole electoral process become an offer process and it demands, breaking into fragments it in extracts of bidders or plaintiffs, without seeing that the society has political conscience and formation criticizes of the political context.

But the value of this, is of centering us in the media or edition methods to strengthen the candidate's image, the one which inside the processes of political elections, they have demonstrated that they have new nets of entering to the subconscious of people that you/they delegate its power in the urns. For this as Luis Costa already put their basic outline for the development of the electoral campaign as: Definition of the candidate's objectives, evaluation of strengths and weaknesses, Analysis of the electorate, Analysis of the competition, Identification of problems and opportunities, Evaluation of options, Definition of the strategy, Groups objective, campaign Topics, political Communication, Organization of the campaign and the Evaluation of the campaign.

Now the process of the elections based on ideologies was changed with the phenomenon Political Marketing. This was the beginning of the degradation in the ways of political movement that left commercializing, settling down but in turn it lost ideological values, for the use of the candidates like objects of social sale, being not lent alone to the demagoguery, if not to the lost of the encounter with the society and lost of the human value, developing strategies that move ephemeral values inside the voters and producing doubts of the vision built by the ideology to which you/they spread the eligible ones.

This technical method of carrying out campaign, it is centered alone in the electoral process slanting the constructive and prospective vision of the politicians publishes, alone it is centered in the election and the visual necessities of the electorate. The use of different technical as the psychology of the color, mailing, video propaganda in the webs.

One of the aspects in which are based mainly is more than the knowledge of the ideology of the party, they look for the candidate's knowledge, opponent, voters and the election type. For such a reason it is necessary also to influence or to convince the opinion leaders, disinterested political and undecided, putting in emphasis but to the media seeing the rating standards, to enter more to the citizenship. We should take into account that living inside the society of the information.

For this made the political marketing goes necessary to develop speeches or political messages according to the context, looking for the passions, subjective inclinations, putting the ideological base of the party in the forgetfulness or of side, to be able to put the slogan like the central axis of the party developing a concrete and concise message as the main part of the political campaign, avoiding the political debate based on an ideological process, but rather to the process or elaboration of messages.

The important thing inside the electoral process is not the ideological knowledge of the party, but alone to know the rainquin that one has inside the society, seeing like a fundamental part the detailed image of the party and of the built candidate according to the candidate's subjective necessities, for this to proportionate different models of which have been been good inside the strategies to win single voters and I didn't seize militant for conscience and conviction.

In conclusion it was seen that what prevails is the technical of the electoral process, as a purchase market and people's sale, in which the constructive and prospective process of the process of people is not looked for qualified politically, with a knowledge I criticize and emancipador of the contexts that were developed by the corruption and the neoliberal process, also developing in a direct way in the electorate subjective dependence, with a citizenship without conscience politics, if not but mercantilist of the political system.

The society of the information had taken place inside the spectrum political more problems in way of economic dependence, but mainly being this of the ideology like a facade of the party, trying to develop dependence of parties, without interest of the ideologies of the same ones and a lot less than their conception ideological politician of the same militants, being this what would be the twilight of the political conscience.

BIBLIOGRAPHY:

RODOLFO A. TORREALBA ELOY, “Revolución en el Marketing Político”, Servicios Gráficos J & C Ltda., Santiago de Chile, agosto de 2001.
BORRINI ALBERT, “Cómo se vende un candidato”, La crujía Ediciones, Buenos Aires – Argentina, octubre de 2003.
LIGORRIA JULIO CARBALLIDO, “Estrategia Política desde el diseño operativo”, Centro interamericano de gerencia política, Guatemala, febrero de 2002.
COSTA BONINO LUIS, “Manual de Marketing Político”, Paris – Francia, año 2003.
KOTLER, P. Dirección de Marketing, Prentice-Hall, 1999.