This article aims to explain the relevance of the communicator in an electoral campaign team and how new technologies and trends in 2023 challenge them to use mechanisms of political communication suitable for their campaign strategy. Therefore, the political context of the last electoral campaigns in the country, the most relevant steps to build the electoral campaign, and the role of the communicator during this electoral process are emphasized. In conclusion, “our power that grants more power” invites communicators who are part of the decision-making for a company, institution or even for the country, to reflection and introspection.

This article aims to explain the relevance of the communicator in an electoral campaign team and how new technologies and trends in 2023 challenge them to use mechanisms of political communication suitable for their campaign strategy. Therefore, the political context of the last electoral campaigns in the country, the most relevant steps to build the electoral campaign, and the role of the communicator during this electoral process are emphasized. In conclusion, “our power that grants more power” invites communicators who are part of the decision-making for a company, institution or even for the country, to reflection and introspection.

En el presente estudio se analiza la forma del discurso político del candidato Jorge Muñoz del partido político Acción Popular durante las elecciones municipales de Lima 2018 como parte de su estrategia comunicacional mediante el tipo de contenidos y formatos que muestra en las publicaciones de su red social. Para el desarrollo de la investigación se propone la metodología descriptiva cualitativa seleccionándose noventa publicaciones como muestra de estudio. Asimismo, se analiza la información recopilada por las fichas de observación en base a algunos planteamientos semióticos y recursos lingüísticos de la propaganda política. La investigación comprueba que el candidato Jorge Muñoz manejó un discurso político persuasivo en tono positivo, con una estrategia comunicacional propagandística cuyas ideas fuerzas fueron: “experiencia y honestidad” y “Muñoz Ya Sabe”, q...