Political marketing 3.0 and the use of political power by political parties in Spain

Abstract

This article shows us the evolution of political marketing. From the 1.0 model, to the consolidation of the new 3.0 paradigm. The perversion of the markteing 3.0 model has been demonstrated due to the use that political parties make of the narratives present in post-truth as a way to increase their loyalty with the citizen, then the electorate, through the construction of hyperbolic and segmented messages. The starting point was the following general objective: to analyze whether the consolidation of the political marketing 3.0 model and its use by Spanish political parties was affected by the use of post-truth narratives. The work methodology used was qualitative and comparative analytical. The following instruments were used: direct observation, interviews, panel of experts and documentary review. The conclusions reached, as well as the work presented here, is the result of two complementary investigations: La aplicación del marketing político 3.0. El caso del éxito de Podemos y Ciudadanos en las elecciones de 2014,2015 y 2016 y Marketing político 3.0: Como Podemos, Ciudadanos y Vox han cambiado las reglas del juego. The results that we were able to extract are summarized in: (1) All Spanish political parties have incorporated post-truth into their speeches, favoring: polarization, radicalization and invisible enemies. (2) The intensity and volume of the messages conditioned by the Spanish political parties depend on the audience they want to capture. (3) The co-creation and construction of exciting messages has been replaced by a dystopian construction centered on the “search for the culprit”.