De la videopolítica al marketing politico

8/8/2019 De la videopoltica al marketing politico

1/14

btt}9//www't`d`fkxentjgo}`cjtjl`'hc`o|}`t'l`f

]XN\NGTK9

DN CK QJDN@]@CTJLK KCFKXENTJGO ]@CTJL@
http://www.todomarketingpolitico.blogspot.com/http://www.todomarketingpolitico.blogspot.com/http://todomarketingpolitico.blogspot.com/2011/01/marketing-politico-de-la-videopolitica.htmlhttp://todomarketingpolitico.blogspot.com/2011/01/marketing-politico-de-la-videopolitica.htmlhttp://www.todomarketingpolitico.blogspot.com/http://todomarketingpolitico.blogspot.com/2011/01/marketing-politico-de-la-videopolitica.htmlhttp://todomarketingpolitico.blogspot.com/2011/01/marketing-politico-de-la-videopolitica.htmlhttp://www.todomarketingpolitico.blogspot.com/


2/14

Fndj`lxkljk |jg fndjklj`gn|' ]xng|k# jga`xfkljg z ncnllj`gn|' Ndjlj`gn| Lkc z Kxngk# Frjl`# 8==;'

T`d`|# l`fngykgd` }`x ncc`| fj|f`|# xnl`g`lng |~ }kcfkxjk jgac~ngljk' ]nx` gkdjn|khn bk|tk dgdn ccnokx' C`| fndj`| dn l`f~gjlkljg dn fk|k| l`gtxjh~zng lkdk qnyf| k f`cdnkx ck| }xnanxngljk| }`ctjlk|# |`g jg|tx~fngt`| jgdj|}ng|khcn| ng ck lxnkljg

z dn|tx~lljg dn l`g|ng|`|# |n bkg q~nct` n|lngkxj`| }nx` tkfhjg }x`tko`gj|tk| "z kqnln| dntngtkd`xn|* dnc }`dnx'

C`| fndj`| |`g g`t`xjkfngtn nrjongtn| l`g nc }`dnx }`ctjl`# }nx` }`lk| qnln| c` |`gl`g|jo` fj|f`|' \~ }xn|ngljk ng ck qjdk }hcjlk n| jggnokhcn' C` fj|f` ng nc k~ck# {~nng nc o`xk' Ng ck }`ctjlk d`f|tjlk n jgtnxgklj`gkc# bkg ccnokd` k |nx g~nq`| n|}klj`| zk ck qny# klt`xn| dn c`| l`gacjlt`|' Fkdncnjgn Kchxjobt# nfhkikd`xk dn c`| N|tkd`|^gjd`| ng ck| Gklj`gn| ^gjdk|# dji` dn fkgnxk bkxt` dn|lxj}tjqk ng anhxnx` dn ;::49G` bkz d~dk dn {~n ck tncnqj|jg |n bk l`gqnxtjd` ng nc dljf` |nrt` fjnfhx` dnc

L`g|ni` dn \no~xjdkd ' U;V Ng ~gk ngtxnqj|tk {~n l`glndj ng fkz` dn ;::># |nj| fn|n| kgtn| dn |nx k|n|jgkd` nc 4dn g`qjnfhxn# nc }xjfnx fjgj|tx` dn J|xknc# Zjtybke Xkhjg# xnl`g`lk nc nanlt` dn c`|fndj`| g` |c` ng ck dn|jogkljg dn c`| o`hnxgkgtn| |jg`# f| kcc# ng nc {~nbklnx`xdjgkxj` dn ck }`ctjlk9 C`| fndj`| n|}nljkcfngtn ck tncnqj|jg kb`xk }ngntxkgf~lb` f| ng t`d`| c`| k|}nlt`| dn ck qjdk' Z ck fkgnxk l`f` nc o`hjnxg` a~glj`gk# ckfkgnxk ng {~n a~glj`gkg c`| fjnfhx`| dnc okhjgntn tjngn# }`x ~g ckd`# ~gkl`g|nl~ngljk }`|jtjqk9 ck ongtn {~n c`| ncjoj tjngn fkz`x lk}kljdkd }kxk |~}nxqj|kxc`|']nx`# }`x `txk }kxtn# ncc` }`gn ng fkg`| dn c`| fndj`| nc }`dnx }kxk ngl~fhxkx `dnf`cnx k c`| jgdjqjd~`| ` ck| kltjqjdkdn|' C`| fndj`| |n bkg l`gqnxtjd` ng ~g aklt`x

}xjf`xdjkc ng l~kc{~jnx k|}nlt` dn ck l`gd~lljg ` c`| k|~gt`| dn ~g o`hjnxg` ' U8VNcfjgj|tx`# nxk tkg lckx` l`f` }x~dngtn ng |~ nqkc~kljg dn c`| fndj`| fk|jq`|9 g` |c`dntnxfjgkg ck dn|jogkljg dn c`| o`hnxgkgtn| ng c`| f`fngt`| lcjftjl`| {~n |`g ck|ncnllj`gn|# |jg` {~n l`gdjlj`gkg nc ninxljlj` l`tjdjkg`# bkhjt~kc# dnc o`hjnxg`'

Lkdk qny lxnln f| ck tngdngljk k l`g|jdnxkx {~n c`| fndj`| }~ndng |nx nc gjl`n|}klj` ng d`gdn }~ndk |nx }x`ln|kd` nc l`g|ng|` }`ctjl`' N|k jfkong dn c`| fndj`|#l`jgljdn l`g nc dnlcjqn }hcjl` dn c`| }kxtjd`| z l`g nc dn|}xn|tjoj` dn ck }`ctjlk

txkdjlj`gkc# jglc~|` dn ck| a`xfk| dn xn}xn|ngtkljg }kxckfngtkxjk|' Ng n|tk b`xk dncdn|lxdjt` {~n }kdnlng c`| fnlkgj|f`| txkdjlj`gkcn| dnc {~nbklnx }`ctjl` dnhjd` kakctk| hjng d`l~fngtkdk|# }nx` tkfhjg k lk~|k dn ck fkogjajlkljg fndjtjlk dn |~|kh~|`|# c`| fndj`| ccnokg k nxjojx|n l`f` c`| jg|tx~fngt`| dn nr}xn|jg z }xn|jg }`xnrlncngljk ng ck| |`ljndkdn| f`dnxgk|' Jglc~|`# bkz {~jngn| }jng|kg {~n c`| fndj`| dnl`f~gjlkljg }`dxkg n|tkx ng ck qk# |j n| {~n g` c` bkg c`oxkd` zk# dn |~|tjt~jx k c`|

}kxtjd`| }`ctjl`| ng |~ xnckljg l`g ck ongtn ' U


3/14

]nx|~k|jg ncnltxgjlk' Fntkf`xa`|j| dnc dj|l~x|`

Ncfkxentjgo }`ctjl`# c`| a`x`| tncnqj|jq`| z ck| ngl~n|tk|# ccnokg k xnnf}ckykx k ck}nx|~k|jg lkxk k lkxk# k ck dj|l~|jg ng ck| }ckyk| }hcjlk| z k ck nr}xn|jg djxnltk dnc`| lj~dkdkg`|# l`f` fnlkgj|f`| }kxk akhxjlkx c`| l`g|ng|`| b`z ng dk' C`| |`gdn`|

}xnncnlt`xkcn|# g` |c` djkog`|tjlkg {~ }jng|k ~gk |`ljndkd ng ~g jg|tkgtn n|}nlajl`|`hxn ~g }x`hcnfk l`glxnt`# |jg` kdnf| |~| xn|~ctkd`| ccnokg k |nx t`fkd`| l`f`}x`g|tjl`|# c` l~kc l`gd~ln k tx`}jny`| |jogjajlktjq`| ng ck nqkc~kljg dn c`| }x`ln|`|}`ctjl`|' C`| fndj`| |~ncng xna`xykx ck| }xnanxngljk| ncnlt`xkcn| {~n zk nrj|tng ngtxnc`| }`tngljkcn| q`tkgtn| z |`hxn t`d`# kltkg |`hxn {~jngn| g` bkg xn|~nct` lf` |nx |~|~axkoj`9 ck l`hnxt~xk tncnqj|jqk dn ck }`ctjlk z ck| ncnllj`gn|# n| l`g|jdnxkdk l`f`jgac~zngtn z l`f` ~g fnlkgj|f` dn f`djajlkljg }kxk k{~ncc`| {~n qkljckg kgtn| dn ckdnlj|jg ncnlt`xkc 'U4V

C`| g~nq`| n|lngkxj`| dnc lkfhj` f~gdjkc g`| xnfjtng# ~gk z `txk qny# k c`| fndj`| dnl`f~gjlkljg dn fk|k|' G` bkhxk nrj|tjd` dn|f`x`gkfjngt` dnc f~x` dn Hnxcg ng;:2:# kc fng`| ng c`| txfjg`| }klajl`| z |hjt`| ng c`| {~n `l~xxj# dn g` bkhnx |jd`}`x ck jgac~ngljk dn ck tncnqj|jg onxfkg`&`lljdngtkc {~n |n }`dk |jgt`gjykx# dja~gdkqkc`xn| z n|tkhcnlk l`gtxk|tn| ng ck kgtjo~k Kcnfkgjk dnc N|tn' G` bkhxkf`| |khjd` dnck fktkgyk ng Tjkgkgfng# kc jg|tkgtn# dn g` |nx oxkljk| k c`| tnca`g`| lnc~ckxn| z k c`|akrn| {~n djq~cokx`g n|n kl`gtnljfjngt` dn|dn Lbjgk# bkljk t`d` nc `xhn' [~jy g` |nb~hjnxkg nrklnxhkd` tkgt` ck| tng|j`gn| ng nc Fndj` @xjngtn# dn }`x | |`cjqjkgtkdk| l`gnc o~nxxnxj|f` dn \kddkf B~||njg# dn g` bkhnx |jd` }`x ck nr}nltkljg |ng|klj`gkcj|tkn jglc~|` }x`q`lktjqk dn c`| fndj`| {~n dn|nkhkg txkg|fjtjx ng qjq` z ng djxnlt` cko~nxxk ng nc O`ca` ]x|jl`' Ck qjdk z ck f~nxtn dn ck }xjgln|k Djkgk dn Okcn| g` bkhxk|jd` l`g`ljdk z dn}c`xkdk ~gjqnx|kcfngtn# dn g` bkhnx |jd` }`x c`| fndj`|# }k}kxkyy`|jglc~jd`|' Nc }xn|jdngtn Hjcc Lcjgt`g g` bkhx }k|kd` k ck bj|t`xjk l`f` ~g }nx|`gkinf| l`g`ljd` }`x |~| qjlj|jt~dn| }nx|`gkcn| {~n }`x |~ kltjt~d l`f` n|tkdj|tk# dn g`bkhnx fndjkd` ck }xng|k |ng|klj`gkcj|tk bhjcfngtn k}x`qnlbkdk }`x |~| xjqkcn|}`ctjl`| ' Zk g` n| g`qnd`|` xnl`g`lnx {~n qjqjf`| ng ~gk kcdnk oc`hkc# gj {~n ck qjdk}hcjlk n|t `xokgjykdk ng oxkg fndjdk ng t`xg` k ck| kongdk| n|tkhcnljdk| }`x c`|fndj`|' Ck }`ctjlk z n|k n| ck }xn`l~}kljg lngtxkc dn n|tn txkhki` g` nrj|tn# kcfng`| l`f` kltjqjdkd {~n xn{~jnxn dnc l`g|ng|` |`ljkc# |j g` n| l`g nc l`gl~x|` dn c`|fndj`| dn l`f~gjlkljg'

C`| fndj`| }x`}jljkg lkfhj`| }`ctjl`|# |jg d~dk' ]nx` n|k lk}kljdkd g` jf}cjlk {~ntkcn| lkfhj`| |nkg gnln|kxjkfngtn ng ~g |ngtjd` dnf`lxktjykd`x# ` {~n ccno~ng k |nx

d~xkhcn|' Kc l`gtxkxj`# }~ndn |~lndnx {~n ~g }x`ln|` dn cjhnxkcjykljg k}`zkd` dnkco~gk fkgnxk ng c`| fndj`|# f| tkxdn ngl~ngtxn xn|j|tngljk ng c`| fj|f`| fndj`|' Kcl`fngtkx qkxjk| nr}nxjngljk| jgtnxgklj`gkcn| dn txkg|a`xfkljg }`ctjlk jgac~jdk| }`x c`|fndj`| nc }x`an|`x _' Ckgln Hnggntt# dn ck ^gjqnx|jdkd dn _k|bjgot`g ng \nkttcn#k}~gtk9 Nc kdqngjfjngt` dn ck| xnq`c~lj`gn| dn ;:2: ng N~x`}k dnc N|tn |~ojnxn {~n c`| |j|tnfk| dn fndj`| cjhxn| |`g f~lb` fni`xn| }kxk bklnx lknx xnofngn| k~t`xjtkxj`|{~n }kxk c~no`# |`|tngnx dnf`lxkljk| n|tkhcn| z }kxtjlj}ktjqk| 'U>VTkg dx|tjlk `}jgjg#tjngn |~|tngt` ng ck xnkcjdkd xnljngtn' N|n k~t`x ngl~ngtxk txn| tngdngljk| ng ckjgac~ngljk dn c`| fndj`| d~xkgtn c`| }x`ln|`| dn k}nxt~xk }`ctjlk9

]xjfnx`# nc nf}cn` dn ck l`f~gjlkljg }`ctjlk k txkq| dn c`| fndj`|# }kxnln |nx f|

nanltjqk }kxk }xnlj}jtkx lkfhj`| dn xojfng {~n# f| tkxdn# }kxk l`g|tx~jx jg|tjt~lj`gn|n|tkhcn|'


4/14

\no~gd`# ck g`tkhcn lk}kljdkd dnc qjni` N|tkd` z dn ck| `xokgjyklj`gn| fndjtjlk| dnl`xtn k~t`xjtkxj` }kxk x}jdkfngtn kd`}tkx c`| a`xfkt`| dn c`| }x`oxkfk| }`ctjl`| dnN~x`}k @lljdngtkc ` dn G`xtnkfxjlk# }~ndn |`hxn}k|kx ck lk}kljdkd dn c`| }hcjl`|}kxk }x`ln|kx z nf}cnkx dn fkgnxk najlky ck g~nqk jga`xfkljg {~n xnljhng'

Tnxlnx`# ~gk qkxjkhcn k fng~d` `cqjdkdk ng ck nl~kl jg fndj`| z dnf`lxkljk# n| ckl`gdjljg dn ck |`ljndkd ljqjc' Ck k~|ngljk dn nr}nxjngljk| |`ljkcn| {~n l`xxn|}`gdkg kcg~nq` q`lkh~ckxj` dn ck dnf`lxkljk# |`lkqk ck lk}kljdkd dn ck| k~djngljk| }kxkl`gqnxtjx l`gtngjd`| l`f~gjlklj gkcn| ng xnanxngljk| z lxnngljk| }`ctjlk| n|tkhcn|' K|#nc }k}nc dn c`| fndj`| ng nc dn|kxx`cc` dnf`lxtjl` g` }~ndn |nx |n}kxkd` dn ckl`f}xng|jg dnc l`gtnrt` |`ljkc ng nc l~ kc ck l`f~gjlkljg n| xnljhjdk 'U1V

C`| fndj`| fk|jq`|# ng gjgog |ngtjd`# |`g }kgklnk dn gkdk' ]~ndng fni`xkxck# }nx`g` |~|tjt~zng kc fng`| dnc t`d` k ck }`ctjlk' Tjngng ~gk kf}cjk lk}kljdkd }kxkjga`xfkx# }nx` tkfhjg }kxk ~gja`xfkx' \~ a`xfjdkhcn }`|jhjcjdkd dn dja~|jg dn fk|k|#g` |jogjajlk }`x | |`ck {~n ck| |`ljndkdn| {~n xnljhng n|`| fng|kin| dn tkg nrtng|k}x`}kokljg |n q~ncqkg f| |cjdk|# }`ctjlk ` l~ct~xkcfngtn'

C`| fndj`|# |`g `fgj}xn|ngtn| z tjngng f| jgac~ngljk {~n l~kc{~jnx `tx` aklt`x dn}`dnx ng ck| |`ljndkdn| l`gtnf}`xgnk|# }nx` c`| fndj`| kqkgykg f| x}jd` {~n ckjgqn|tjokljg ` ck dj|l~|jg |`hxn ncc`|' K| |~lndn ng ck xnckljg ngtxn fndj`| z}`ctjlk' B`z ng dk# }~ndn dnljx|n# g` bkz }`ctjlk dn fk|k| "n| dnljx# }`ctjlk f`dnxgk*|jg fndj`| dn l`f~gjlkljg' ]nx` tkfhjg n| }`|jhcn k|no~xkx {~n g` bkzl`f~gjlkljg dn fk|k| dj|tkgljkdk dn ck }`ctjlk'

Dnljx n|t`# g` n| f| {~n xn}ntjx ~g` dn tkgt`| c~okxn| l`f~gn| l`gtnf}`xgn`|' Kgkdjn |n cn `l~xxn zk {~n ng ~gk gkljg dn fndjkgk| djfng|j`gn| }~ndk nrj|tjx }`ctjlk

n| dnljx# lxnkljg dn l`g|ng|`|# }x`f`ljg dn jgjljktjqk| z ongnxkljg dn ck|l`gdjlj`gn| }kxk o`hnxgkx |jg ck l`gl~xxngljk dn c`| fndj`| dn l`f~gjlkljg' ]nx`xnl`g`lnx nc lkxltnx }`ctjl` dn c`| fndj`| z# |jf~ctgnkfngtn# c`| xk|o`| dnc {~nbklnx}`ctjl` tkfjykd`| }`x ncc`|# g` jf}cjlk {~n bkzk kl~nxd` |`hxn lf` dnhndn|kxx`cckx|n n|k xnckljg' B`z ng dk# nc dnhktn |`hxn ck| xn|}`g|khjcjdkdn| dn c`|fndj`| |jo~n }kxnljngd` tkg jgtnxfjgkhcn l`f` n|tkglkd`'

G` bkz }k| dn|kxx`cckd`# ` ng qk| dn |nxc`# dn d`gdn g` tngokf`| g`tjljk dn {~n |ndj|l~tn# k qnln| cojdkfngtn# ck a~gljg }`ctjlk dn c`| fndj`|' Ng t`d`| n|`| dnhktn|#bkz l~ktx` tnfk| {~n |`g l`gl~xxngtn|# k }n|kx dn ck ng`xfn djanxngljk ngtxn lkdk

|jt~kljg gklj`gkc' ^g` dn ncc`|# n| ck l`glngtxkljg dn f~lb`| fndj`| ng }`lk|fkg`|' Nc |no~gd`# ck xnockfngtkljg dn |~ a~glj`gkfjngt`' Nc tnxlnx`# nc dn ck|g`xfk| tjlk| {~n c`| }nxj`dj|tk| z |~| nf}xn|k| }~ndng n|tkhcnlnx' Nc l~kxt`# n| nc dnc`| fndj`| z ck| lkf}kk| }`ctjlk|# l`f` ~g k|}nlt` dn ck xnckljg jgnc~djhcn ngtxnfndj`| z dnf`lxkljk'


5/14

]`lk| nf}xn|k|# f~lbk jgac~ngljk5 Xnock|# xnlckf`| z xn|j|tngljk|

Ck l`glngtxkljg dn c`| fndj`| ng }`lk| nf}xn|k| n| k|~gt` cjokd`# }`x |~}~n|t`# k ck}xn}`gdnxkgljk dn ck nl`g`fk dn fnxlkd` ng d`gdn ck kcjkgyk ngtxn l`x}`xklj`gn|# ` ckl`g|tx~lljg dn a~nxtn| l`goc`fnxkd`| {~n l`gtx`cng k djqnx|`| fndj`|# n| xn|~ctkd` dn

ck h|{~ndk dn fkz`xn| okgkgljk|' N| gkt~xkc# k~g{~n |~| l`g|nl~ngljk| g` c` |nkgtkgt`# {~n ck l`glngtxkljg dn ~g ng`xfn }`dnx# ng }`lk| fkg`|# tjngdk k |jogjajlkx {~nc`| fndj`| |n l`f}`xtng dn kl~nxd` l`g c`| jgtnxn|n| dn |~| d~n`| z g` |nog c`|jgtnxn|n| dn ck |`ljndkd' Gkdk bkz dn g~nq` ng ncc`# }nx` xnl`xdkx qjnik| tngdngljk| `qjnik| qnxdkdn|# k qnln| kz~dk }kxk ngtngdnx }x`hcnfk| {~n g` |`g xnljngtn|'

B`z ng dk# }kxkdijlkfngtn# |n n|t xnl`g`ljngd` {~n ck| oxkgdn| l`x}`xklj`gn| g` |`gtkg najljngtn| l`f` }`dxk }ng|kx|n z bkz ~gk tngdngljk k ck dn|l`glngtxkljg ng~gjdkdn| k~tg`fk|# ng ck jdnk dn {~n c`| }n|kd`| l~nx}`| djxnltjq`|# l`g nrtng|k|lkdngk| dn fkgd` }kxk txkg|fjtjx dnlj|j`gn|# |`g f| l`|t`|`|' Kdnf| dn n|k ajc`|àkjgdjqjd~kcj|tk z k~t`dnang|jqk {~n |~ojnxn {~n tbn |fkcc j| hnk~tja~c # l`fjngyk kdn|l~hxjx|n {~n ng kco~gk| xnk| dnc f~gd` dn c`| gno`lj`| tbn |fkcc j| ~|na~c ' ]nx` ngck jgd~|txjk dn ck l`f~gjlkljg dn fk|k|# n|` g` `l~xxn |jnf}xn' Ck| akljcjdkdn| dn c`|fndj`| ncnltxgjl`| }kxk jgtnxl`gnltkx|n# c` fj|f` {~n }kxk dn|l`gnltkx|n# }~ndngakljcjtkx ck k~t`g`fk dn ~g fndj` c`lkc }kxk ktngdnx k c`| xn{~nxjfjngt`| dnjga`xfkljg dn |~| k~djt`xj`| n|}nlajl`|# }nx` tkfhjg ck dn}ngdngljk dn n|n fj|f`fndj` }kxk l`gqnxtjx|n |c` ng }x`}kokd`x dn c`| fng|kin| dja~gdjd`| dn|dn ck }~gtk dnck }jxfjdn dn ck l`x}`xkljg k ck {~n }nxtngnylk'

C`| fndj`| }~ndng a~glj`gkx dn fkgnxk b`xjy`gtkc# ng xnckljg lnxlkgk l`g |~|}hcjl`|# dn ck fj|fk a`xfk {~n tkfhjg tjngng ck lk}kljdkd dn |nx k}gdjln| dnl`x}`xklj`gn| l~z`| jgtnxn|n| }~ndng |nx gklj`gkcn| z g` c`lkcn|# ` jglc~|`jgtnxgklj`gkcn| f| {~n gklj`gkcn|' Bk|tk kb`xk g` bkz xnock| }xnlj|k| {~n }~ndkg}`gnx|n ng }xltjlk }kxk còxkx c` {~n }~djnxk l`g|jdnxkx|n ~g n{~jcjhxj` |kg` ng n|kxnckljg' Ck xnockfngtkljg dn c`| fndj`|# ` |~ xno~ckljg# l`fngykx`g k |nx dj|l~tjdk|l`g k}nxt~xk z }xàn|j`gkcj|f` dn|dn ck dlkdk dn c`| k`| ?=# |`hxn t`d` k }kxtjx dn ck|l`gq`lkt`xjk| dn ck ^GN\L@' ]nx` c~no` }xnqkcnlj nc tnf`x# jgtncjongtnfngtnjgd~ljd` }`x ck| oxkgdn| l`x}`xklj`gn| dn ck l`f~gjlkljg# kc n|tkhcnljfjngt` dn cnzn|jgtnxgklj`gkcn|# z cnzn| gklj`gkcn|# }kxk nc l`f}`xtkfjngt` dn c`| fndj`|' N|kdj|l~|jg |n bk ngl`gtxkd` |`hxnjdn`còjykdk' Ck nrj|tngljk dn xnock| }kxk kc ac~i` dnjga`xfkljg z nc dn|kxx`cc` dn ck| jgd~|txjk| dn ck l`f~gjlkljg# g` tjngn }`x {~ |nxgnln|kxjkfngtn l`gtxkxjk kc jgtnx| dn ck| |`ljndkdn|# gj k ck cjhnxtkd dn jga`xfkljg'

Ck| cnzn|# c` {~n |~ncng bklnx n| xno~ckx ck| cjhnxtkdn| z c`| dnxnlb`| ng ~g f~gd` dndn|jo~kcn|# }kxk {~n c`| f| }`dnx`|`| g` k}x`qnlbng |~| lk}kljdkdn| ng dnfxjt` dncjgtnx| dn c`| {~n fng`| tjngng {~n |~ncn |nx# }`x ljnxt`# nc jgtnx| dn ck| fkz`xk| '

Zk }xltjlkfngtn gkdjn dj|l~tn# ng nc f~gd`# |j n| gnln|kxj` xno~ckx ` g` k c`| fndj`|'C` {~n |n dnhktn n| {~ tj}` dn fkxl`| }~ndng l`g|tx~jx|n }kxk g`xfkx nc dn|nf}n`dn ck| nf}xn|k| dn l`f~gjlkljg' Dn n|tk fkgnxk# g` n| djaljc }ng|kx ng ckl`gqngjngljk dn cnzn| lk}kln| dn k|no~xkx# }`x ninf}c`# ck nrj|tngljk dn jgd~|txjk| dnl`f~gjlkljg f`dn|tk| i~gt` k ck| f| oxkgdn|# ` dn okxkgtjykx dnxnlb`| l`f` nc dnx}cjlk }`x }kxtn dn c`| lj~dkdkg`| ` nc klln|` dn c`| }kxtjd`| }`ctjl`| n|}nljkcfngtn ngtnf}`xkdk| dn lkf}kk ncnlt`xkc' Dj|}`|jlj`gn| l`f` n|k|# l`gtxjh~zng k {~n ck

ng`xfn lk}kljdkd }x`}kokd`xk z }nx|~k|jqk dn c`| fndj`| |nk l`f}cnfngtkdk# zktnf}nxkdk# }`x }k~tk| {~n g` dn}ngdkg |jf}cnfngtn dn ck q`c~gtkd ` g` dn |~|


6/14

`}nxkd`xn| ` |~| }x`}jntkxj`|# }kxk |nx n{~jtktjq`| l`g c`| }hcjl`| z l`g c`|}x`tko`gj|tk| dn ck| jga`xfklj`gn|'

C`| cjgnkfjngt`| }`|jhcn| }kxk c`| fndj`|# }~ndng |nx dn txn| tj}`|' C`| }xjfnx`|# |`gck| cnzn| fj|fk|' Ng |no~gd` txfjg` n|tg ck k~t`xxno~ckljg jf}cljtk ng ck

xn|}`g|khjcjdkd dn c`| `}nxkd`xn| dn lkdk fndj` z c`| ngtngdjfjngt`| jga`xfkcn| {~nfkgtjngng l`g nc }`dnx }`ctjl`' Ng tnxlnx c~okx# |n ngl~ngtxk ck nrj|tngljk dn Ldjo`|dn Ntjlk nr}cljt`| {~n l`gtngokg# k ck qny {~n g`xfk| jgtnxgk|# }~gt`| dn l`f}x`fj|`ngtxn c`| fndj`| z ck |`ljndkd' Gjgo~gk dn ck| txn| nrlc~zn k ck| `txk|'

Ck| xno~cklj`gn| }kxk ck l`f~gjlkljg g` tjngng }`x {~ kdnckgtkx|n k ck| jgg`qklj`gn|tnlg`cojlk|# c` l~kc kdnf| |nxk jf}`|jhcn dnhjd` kc qnc`y dn|kxx`cc` ng n|n lkf}`#}nx` | }~ndng n|tkhcnlnx }k~tk| dn l`f}`xtkfjngt` ncnfngtkcn| }kxk nc txkt` ngtxn c`|fndj`|# c`| N|tkd`| z ck| |`ljndkdn|' Nc dnxnlb` k ck jga`xfkljg# {~n ng qkxj`| }k|n|

Frjl` ng c`| k`| ?= z c~no` k ajgn| dn c`| := g` xn|~ct ck nrln}ljg a~nnr`xlj|kd` l`f` |j |n txktkxk dn ~gk nfhn|tjdk k~t`xjtkxjk z }`}~cj|tk ng l`gtxk dn ck|cjhnxtkdn| dn c`| fndj`| dn l`f~gjlkljg }~ndn |nx ngtngdjd`# ng |~ kln}ljg k~tgtjlk#l`f` ~g` dn c`| dnxnlb`| h|jl`| dn c`| jgdjqjd~`| ng g~n|txk| f`dnxgk| |`ljndkdn| dnfk|k|'

G` bkz jg|tjt~lj`gn| |jg xnock|9 c`| |jgdjlkt`|# ck| jocn|jk|# c`| }kxtjd`| }`ctjl`|# t`d`|tjngng g`xfk|' C`| fndj`| g` tjngng }`x {~ |nx ck nrln}ljg' ]xn|nxqkx |~| cjhnxtkdn|}kxk jga`xfkx z dja~gdjx fng|kin|# g` tngdxk {~n |nx l`gtxkdjlt`xj` l`g nc dnxnlb` dnc`| ox~}`| dn ck |`ljndkd }kxk `}jgkx# jgac~jx# }kxtjlj}kx n jglc~|`# dn |nx gnln|kxj`#dnangdnx|n dn c`| fndj`| dn l`f~gjlkljg' G` bkz {~n k|~|tkxg`| }`x ncc`' Ng tkgt`lj~dkdkg`|# n jglc~|` ng tkgt` l`g|~fjd`xn| dn c`| fng|kin| {~n |n dja~gdng k txkq|dn ncc`|# c`| k~djt`xj`| dn c`| fndj`| tjngng dnxnlb`|' Tkfhjg c`| fndj`|# }`x|~}~n|t`'

N|k xnckljg ngtxn |`ljndkd z fndj`| dn l`f~gjlkljg# f| dnajgjdk }`x l`f}cklngljk|{~n }`x dj|lxn}kgljk|# ccnok k }`gnx|n ng tng|jg ng f`fngt`| dn l`f}ntngljk }`ctjlk'Ck jgac~ngljk dn c`| fndj`| l`f` g~nqk| o`xk| }xjqjcnojkdk| }kxk nc }x`|ncjtj|f` n|xnl`g`ljdk }`x c`| b`fhxn| dnc }`dnx }`ctjl` z |~| }kxtjd`|# ng t`d` nc f~gd`' Zk n|tjnf}` dn ~hjlkx ng |~| k~tgtjlk| djfng|j`gn| k ck }`|jhjcjdkd dn }nx|~k|jg {~n tjngngc`| oxkgdn| fndj`| z n|}nljkcfngtn ck tncnqj|jg# |`hxn t`d` ng }`lk| dn lkf}kk|}`ctjlk|' C`| fndj`| tjngng ~gk lk}kljdkd dn }x`}kokljg {~n gjgog lkgdjdkt`}`ctjl` }~ndn dn|}xnljkx# }nx` tkfhjg bkz {~n xnl`g`lnx {~n c`| fng|kin| dx|tjl`|#

l`glj|`|# {~n |n }~ndng txkg|fjtjx }`x nc cngo~kin tncnqj|jq`# |`g jgnqjtkhcnfngtnn|{~nftjl`|'

Ck tncnqj|jg bk l`gtxjh~jd` k {~n ck| lkf}kk| ncnlt`xkcn| |nkg f| dn jfongn| {~ndn }x`oxkfk| }`ctjl`| z f| dn x`|tx`| {~n dn jdnk|# }nx` ncck g` bk |jd` nc gjl`ncnfngt` }kxk l`ga`xfkx n|k tngdngljk' C`| }kxtjd`| }`ctjl`| fj|f`| z |~| djxjongtn|}kdnlng b`z# ng t`d` nc f~gd`# ~gk lxj|j| dn xnanxngljk| jdn`cojlk| {~n |n xnacnik ng ckl`ga~|jg dn }x`znlt`| z ck dja~fjgkljg dn c`| }kxfntx`| }`ctjl`| txkdjlj gkcn|' \jgnfhkxo` n|tk lxj|j|# ng d`gdn ccnokg k l`ga~gdjx|n jy{~jnxdk| z dnxnlbk|# g` dnhjnxk |nx}xntnrt` }kxk {~n c`| fndj`| dnikxkg dn l~f}cjx l`g |~ xn|}`g|khjcjdkd dn dnljx c` {~n`l~xxn z hxjgdkx kc lj~dkdkg` ncnfngt`| |~ajljngtn| }kxk a`xfkx|n ~g i~jlj` z#

ngt`gln|# n|tkx ng lk}kljdkd dn ncnojx '


7/14

Zk nrj|tn ~gk kh~gdkgtn cjtnxkt~xk jgtnxgklj`gkc |`hxn ck| l`g|nl~ngljk| dn ck tncnqj|jgz# ng ongnxkc# dn c`| fndj`|# ng ck| lkf}kk| }`ctjlk|' U?V]nx` ~gk dn ck| }`lk|l`glc~|j`gn| kc xn|}nlt`# jgdjlk {~n c`| lj~dkdkg`| g` |n l`f}`xtkg dn fkgnxk cjgnkckgtn c`| fng|kin| }`ctjl`|' T`d` jgdjlk {~n g` n| c` fj|f` qngdnx k ~g lkgdjdkt` {~nqngdnx |`}k| Lkf}hncc| ` L`xg Acken|' Ng dj|tjgtk| nr}nxjngljk|# |n bk k}`|tkd`

gjlkfngtn k ck jgac~ngljk dn ck tncnqj|jg }kxk bklnx }x`|ncjtj|f` ncnlt`xkc z# k~g{~ng`qnd`|`# nc ft`d` g` |jnf}xn bk tngjd` rjt`' ]`x ninf}c` ng ;::8# ng c`| N|tkd`|^gjd`|# nc nf}xn|kxj` X`|| ]nx`t dnljdj bklnx ~gk lkf}kk }`ctjlk nrlc~|jqkfngtn ktxkq| dn ck tncnqj|jg z g` }~ndn dnljx|n {~n ck oxkg lkgtjdkd dn q`t`| {~n xnljhj |ndnhjnxk |`c` k ck jgac~ngljk dn n|n fndj` |jg` kc dn|okg` axngtn k c`| d`| }kxtjd`|txkdjlj`gkcn| {~n bkg bnonf`gjykd` ck }`ctjlk ng k{~ncck gkljg# nc Xn}~hcjlkg` z ncDnflxktk' Kc k` |jo~jngtn nc |n`x ]nx`t |n jgq`c~lx kc axngtn dn `txk lkf}kk# ngl`gtxk dnc Txktkd` dn Cjhxn L`fnxlj` ng G`xtnkfxjlk# }nx` kdnf| dn kg~gljkx|n ng cktncnqj|jg n|lxjhj ~g cjhx`' Ng n|k `lk|jg }kxtjlj} ng ~g l`g`ljd` dnhktn }`xtncnqj|jg l`g nc qjln}xn|jdngtn Kchnxt O`xn' N|n txg|jt` dn ~g fndj` k `tx`# dn ckjfkong k ck }ojgk z qjlnqnx|k# kdnf| dn xnl`g`ljfjngt` dn ck| cjfjtklj`gn| dn cktncnqj|jg l`f` gjl` xnl~x|` jgdjlkhk {~n ck| jdnk| dn ck l~ct~xk qj|~kc xn{~jnxngkajkgykx|n ng ck l~ct~xk n|lxjtk l`g t`d` z c` h~xdk| n jog`xkgtnfngtn kgtjfnrjlkgk|{~n a~nx`g ck| jdnk| dn Fx' ]nx`t |`hxn nc TCL k~g{~n# }`x |~}~n|t`# n|n n| `tx`k|~gt` '

Ng t`d` lk|`# zk {~n ck }`ctjlk tjngn xnock| "}`x ninf}c` }kxk nc ajgkgljkfjngt` dn c`|}kxtjd`|* tkfhjg bkxkg akctk g`xfk| }kxk nc dn|nf}n` dn ck }`ctjlk ng c`| fndj`|'Ng djqnx|k| cnoj|cklj`gn| ncnlt`xkcn|# k ck xnockfngtkljg |`hxn fndj`| dnl`f~gjlkljg |n k|jogk ck fj|fk jf}`xtkgljk {~n k tnfk| l`f` nc kl`}j` dn xnl~x|`|}kxk ck| lkf}kk| }`ctjlk|' Dn kl~nxd` l`g ck bj|t`xjk z ck| l`gdjlj`gn| dn lkdk }k|#bk |jd` }`|jhcn xnockfngtkx k|~gt`| l`f` c`| }cky`| }kxk }~hcjlkx ngl~n|tk| dn `}jgjg#ck lkgtjdkd frjfk dn n|}klj`| {~n ~g lkgdjdkt` ` ~g }kxtjd` tjngng dnxnlb` k l`f}xkxng c`| fndj`|# ck d`gkljg dn n|}klj`| }`x }kxtn dn ck| nf}xn|k| dn l`f~gjlkljg# ` ncn|tkhcnljfjngt` dn tjnf}`| dn klln|` oxkt~jt` }kxk t`d`| c`| }kxtjd`| {~n l`f}jtng ng~gk ncnlljg' Tkfhjg n| }`|jhcn n|tkhcnlnx l`f` `hcjokt`xjk ck xnkcjykljg dn dnhktn| njglc~|`# {~n ck| ngl~n|tk| x}jdk| }ktx`ljgkdk| }`x c`| fndj`| |n l`gqjnxtkg ngfnlkgj|f | l`gajkhcn| }kxk kdnckgtkx|n k c`| xn|~ctkd`| ncnlt`xkcn| ajljkcn|'

N| dnljx# bk {~ndkd` lckx` {~n# dn kl~nxd` l`g lkdk ljxl~g|tkgljk gklj`gkc# n| gnln|kxj`z n| }`|jhcn n|tkhcnlnx xnock| }kxk nc l`f}`xtkfjngt` dn c`| fndj`| ncnltxgjl`|xn|}nlt` dn c`| }x`ln|`| ncnlt`xkcn|' Nc oxkg }x`hcnfk {~n ng dj|tjgt`| }k|n| |jo~n |jg

|`c~ljg "n|tk n|# kc fng`|# ck nr}nxjngljk ng }kxtn dn Cktjg`kfxjlk* |n ngl~ngtxk nglf` }x`}jljkx }k~tk| dn n{~jdkd ng ck jga`xfkljg }`ctjlk {~n txkg|fjtng c`| fndj`|ncnltxgjl`|' N|k bk |jd`# }`x ninf}c`# ~gk dj|l~|jg |jg |`c~lj`gn| |ktj|aklt`xjk| }kxkt`d`| ng nc lk|` fnrjlkg`'

Ng c`| fndj`|# {~n |`g jg|tx~fngt`| }kxk ck }x`}kokljg fk|jqk dn fng|kin|# g` |c`n| dn|nkhcn {~n nrj|tk xn|}`g|khjcjdkd |jg`# tkfhjg# jgdn}ngdngljk' Z n|`| ktxjh~t`| |ndjajl~ctkg ng ck fndjdk ng {~n# ~hjlkd`| ng ~gk nl`g`fk dn fnxlkd`# c`| fndj`| dnl`f~gjlkljg |`g gno`lj`|# kdnf| dn }`dnx`|k| jgd~|txjk| l`g nanlt`| jdn`cojl`| z}`ctjl`|' Ngt`gln|# c`| jgtnxn|n| dn ck |`ljndkd }~ndng l`gtxk|tkx l`g c`| jgtnxn|n| dnc`| d~n`| ng n|tn lk|`# c`| }x`}jntkxj`| dn c`| fndj`| ' Nc dnxnlb` dn ck |`ljndkd k

n|tkx jga`xfkdk# ng l`gdjlj`gn| ng ck| {~n g` bkz xnock| lckxk|# |n ngaxngtk kc dnxnlb`dn c`| d~n`| dn ~g fndj` }kxk txkg|fjtjx# ` dnikx dn txkg|fjtjx ~g fng|kin' ^g


8/14

jgqn|tjokd`x n|tkd`~gjdng|n bk jdngtjajlkd` dn ck |jo~jngtn fkgnxk nc djcnfk {~n |nn|tkhcnln ngtxn ck dnf`lxkljk z nc dnxnlb` |`ljkc k ck jga`xfkljg9 Nc }x`h cnfk n| {~nd`| }xjglj}j`| dnf`lxtjl`|# f~z a~nxtn|# k{~ ngtxkg ng l`cj|jg9 nc jgtnx| }hcjl`}kxk `htngnx klln|` k ~gk }x`oxkfkljg |`hxn k|~gt`| ncnlt`xkcn| {~n |n `xjojgn nga~ngtn| djqnx|jajlkdk| z lxnhcn|# ng l`gtxk dnc jgtnx| dnc q`lnx` ` dnc ndjt`x l`g

cjhnxtkd dn nr}xn|jg z |jg oxjccntn| }kxk }`gnx kc kjxn c` {~n c ` ncck {~jnxk' K fng`|{~n bkzk }cngk cjhnxtkd dn nr}xn|jg# ngt`gln| ck }xjfnxk ajgkcjdkd g` }~ndn |nx#xnkcj|tkfngtn# l~f}cjdk' ]nx`# cjhnxtkd dn nr}xn|jg dn {~jg0 Ng ~gk ncnlljg i~|tk zcjhxn# n| jf}`xtkgtn {~n c`| lkgdjdkt`| tngokg ck `}`xt~gjdkd }kxk bkhckx djxnltkfngtn kc`| q`tkgtn| ' U2V

Ck nrj|tngljk dn xnock| }kxk ~gk l`f}ntngljk i~|tk z cjhxn# n| }kxtn jgdj|}ng|khcn dn ckg`xfktjqjdkd }kxk ck| ncnllj`gn|# b`z ng dk# ng ck| dnf`lxkljk| f`dnxgk|' Zk g` hk|tkl`g okxkgtjykx ck cjf}jnyk ng ck `xokgjykljg z nc lf}~t` dn c`| l`fjlj`|' Kb`xkkdnf|# ngtxn `txk| k|jogkt~xk|# }~ndn l`g|jdnxkx|n {~n g` bkz l`f}ntjtjqjdkd ngtxn c`|}kxtjd`| |j g` |n jglc~zng g`xfk| }kxk ck }`ctjlk ng c`| fndj`| dn l`f~gjlkljg#n|}nljkcfngtn c`| fndj`| dn lkxltnx ncnltxgjl`' Nc kgtn| ljtkd` Lbkxcn| Ajxn|t`gn bk|~hx kzkd`# xnl`g`ljngd` n|tk g~nqk xnkcjdkd# {~n9 Ck fkd~xkljg z nc dn|kxx`cc` dn ck|dnf`lxkljk|# bk xn|~nct` n|t`| k|~gt`| ng ~gk jgfng|k qkxjndkd dn lkfjg`|' Ckqkxjndkd dn ck| xnock| dn tjnf}` n{~jtktjq` }kxk c`| lkgdjdkt`|# }`x ninf}c`# g` }kxnlnn|tk x l`xxncklj`gkdk l`g nc gjqnc dn fkd~xny dn ck dnf`lxkljk' Kco~g`|# l`f` ngOxkg Hxntkk z ng ~gk fng`x fndjdk ]`c`gjk# txktkg dn dkx tjnf}` jo~kc }kxk lkdklkgdjdkt` lkcjajlkd` }kxk ~g lkxo` n|}nlajl`# jglc~|` ng c`| g`tjljnx`|' @tx`|# l`f` c`|N|tkd`| ^gjd`| ` Kxfngjk# }nxfjtng nrln}lj`gn| kc }xjglj}j` dn n{~jdkd ng ckdj|txjh~ljg dnc tjnf}`# dn qkxjk| fkgnxk|# dn}ngdjngd` f| dnc }x`}jntkxj` dncfndj` ' U:V

Ng Frjl`# nc n|tkhcnljfjngt` dn xnock| }kxk {~n ck| `xokgjyklj`gn| }`ctjlk| l`gxnoj|tx` cnokc dj|}`gokg dn tjnf}`| fgjf`| ng c`| fndj`| ncnltxgjl`| bk |jd` }kxtn dnck| nrjongljk| {~n dj|tjgt`| }kxtjd`| xnjqjgdjlkg ng `lk|jg dn lkdk xna`xfk ncnlt`xkc'G` n| }x`}|jt` dn n|tn cjhx` xnanxjx|n dn fkgnxk dntkcckdk k ck cnoj|ckljg |`hxn}kxtjd`|# ncnllj`gn| z fndj`| dn l`f~gjlkljg {~n tkgt` ng nc f~gd` U;=Vl`f` ngFrjl`# |n bk }`djd` n|tkhcnlnx# l`f` }kxtn dnc }x`ln|` dn dn|kxx`cc }`ctjl`' U;;V

Ng n|tn lk}t~c` }`x c` tkgt`# g` g`| `l~}kf`| dn ck| xnock| n|}nlajlk|# nrj|tngtn| `dn|nkhcn|# }kxk xno~ckx ck }xn|ngljk dn ck }`ctjlk ng c`| fndj`| dn l`f~gjlkljg' Ngqny dn ncc` g`| xnanxjf`| k ck| }k~tk| bkhjt~kcn|# k qnln| xn|~ctkd` dn ck l`|t~fhxn }nx`

|`hxn t`d` dn ck lk}kljdkd dn }x`}kokljg dn fng|kin| z dn ck n|tx~lt~xk qnxtjlkc {~njgqkxjkhcnfngtn tjngng# dn n|`| fndj`| z n|}nljkcfngtn dn ck tncnqj|jg' Bkz }`lk|jgd~|txjk| {~n a~glj`gng dn fkgnxk tkg k~t`xjtkxjk l`f` c`| fndj`| dn l`f~gjlkljg9~g`| l~kgt`|# tjngng {~n k|~fjx dnlj|j`gn| |`hxn c`| fng|kin| {~n |nxg txkg|fjtjd`| kf~lb`| `tx`|' Ck }`|jhjcjdkd dn dja~|jg xna`xykdk }`x ck| g~nqk| tnlg`c`ok|# {~n zkn|tg ng k}tjt~d dn |~}nxkx }xltjlkfngtn t`d` tj}` dn ax`gtnxk|# f~ctj}cjlk nc }`dnx dnc`| fndj`| z dn n|k fkgnxk# tkfhjg# ck jgac~ngljk dn |~| `}nxkd`xn|'

N|k ng`xfn lk}kljdkd {~n tjngng c`| fndj`| ncnltxgjl`| }kxk kclkgykx k~djngljk| dndnlngk| ` lngtngkxn| dn fjcc`gn| dn }nx|`gk| z {~n n| ~gk dn ck| txkg|a`xfklj`gn| f|a`xfjdkhcn| dn g~n|tx` tjnf}`# jf}cjlk }x`hcnfk| |nxj`| }kxk ck dnf`lxkljk ng t`d`|

c`| }k|n|' \j ~gk dn ck| l`gdjlj`gn| dnc ninxljlj` dnf`lxtjl` n| ck jo~kcdkd dn`}`xt~gjdkdn| }kxk nc ninxljlj` dn c`| dnxnlb`| |`ljkcn| z ~g` dn ncc`| n| nc dnxnlb` k ck


9/14

jga`xfkljg# ngt`gln| g`| ngl`gtxkf`| l`g {~n c`| f`dnxg`| fndj`|# }`x |~`xokgjykljg qnxtjlkc d`gdn ~g`| }`l`| l`f~gjlkg }kxk f~lb`| jf}cjlkgdjajl~ctkdn| n|tx~lt~xkcn| }kxk {~n t`d`| c`| lj~dkdkg`| ninxykg dn ck fj|fk fkgnxk n|ndnxnlb`' ]nx` kdnf| c`| fndj`| dn l`f~gjlkljg ktjngdng k }nl~cjkxjdkdn|# jgtnxn|n|#z n|tg l`gdjlj`gkd`| }`x lkxkltnx|tjlk| tlgjlk| z a`xfkcn| {~n kctnxkg nc l`gtngjd` dn

c`| fng|kin| }`x ncc`| }x`}kokd`|' G` bkz l`f~gjlkljg }~xk# |jg jgtnglj`gn| tkgt` dn|~ nfj|`x l`f` dn {~jngn| jgtnxqjngng ng |~ }x`}kokljg k txkq| dn c`| fndj`|'

Kgtn c`| nanlt`| dn ck tncnqj|jg |`hxn ck }`ctjlk# l`g axnl~ngljk |n nxjon }`|t~xkkgtjfndjtjlk {~n# dn tkg jdn`còjykdk# xn|~ctk |`|}nlb`|k dn }kxljkcjdkd n jglc~|`kgkctjlkfngtn jgnajlky' ^gk kf}cjk l`xxjngtn dn jgtnx}xntkljg# kc fng`| dn|dn ckdlkdk dn c`| |ntngtk# bk dn|lkcjajlkd` nc }k}nc nd~lkd`x dn c`| fndj`| fk|jq`|#k|joggd`cn| nanlt`| lk|j nrlc~|jqkfngtn dnqk|tkd`xn| ng ck a`xfkljg dn c`|lj~dkdkg`| z# ng nc k|~gt` {~n g`| `l~}k# n|}nlajlkfngtn ng ck dj|t`x|jg ` ncnf}`hxnljfjngt` dn ck l~ct~xk }`ctjlk'

Bkln tjnf}`# nc jtkcjkg` ^fhnxt` Nl` xnl`xd {~n k c`| fndj`| |n cn| }~ndn n|t~djkxdn|dn ~gk }nx|}nltjqk k}`lkc}tjlk# dn|tklkgd` |~| }nxqnx|j`gn|# ` jgtnoxkdk#ngl`fjkgd` |~| h`gdkdn|' Ng nc lk|` dn ck l`f~gjlkljg }`ctjlk# |nxk }xnlj|` bklnx~g n|a~nxy` }kxk ngl`gtxkx c` fj|f` ck| lk}kljdkdn| dn }x`}kokljg k oxkg n|lkck {~nàxnlng c`| fndj`| ncnltxgjl`|# i~gt` l`g |~| cjfjtklj`gn| }kxk nc kgcj|j| z nc dnhktndn k|~gt`| }hcjl`|' ]nx` n|n n{~jcjhxj` dn|nkhcn# n| djaljc dn kclkgykx kc fng`| }`x txn|f`tjq`|' Nc }xjfnx` dn ncc`| n| ck xk}jdny l`g {~n |n dn|kxx`cckg g~nqk| nr}nxjngljk|#tkgt` ng fktnxjk dn kqkgln tnlg`cojl` l`f` dn dn|kxx`cc` dn a`xfkt`| dn}xòxkfkljg ng c`| fndj`| ncnltxgjl`|' Nc |no~gd`# |n ngl~ngtxk ng ck qkxjndkd dnnr}nxjngljk| kc xn|}nlt`# {~n g` }~ndng |nx kgkcjykdk| |j |n dj|`ljkg dnc |j|tnfk }`ctjl`ng d`gdn |n }x`d~lng9 ~g a`xfkt` dn tncnqj|jg ` ~g fnlkgj|f` }kxk ck }kxtjlj}kljgdnc }hcjl` }`|jhcnfngtn g` a~glj`gng jo~kc ng N|tkd`| ^gjd`|# {~n ng Lbjgk ` ngFrjl`' Nc tnxlnx }x`hcnfk n| ck l`tjdjkgk lnxlkgk# tkg jgnqjtkhcn l`f` k}kh~cckgtn#{~n c`| fndj`| ncnltxgjl`| tjngng ng g~n|txk qjdk l`tjdjkgk9 n|tkf`| nr}~n|t`| k ncc`|}xltjlkfngtn t`d` nc tjnf}` z n|k }xn|ngljk g`| djajl~ctk còxkx ~gk dj|tkgljk |~ajljngtn}kxk ngtngdnxc`| z ngt`gln|# n|t~djkxc`|'

Nc nanlt` l`tjdjkg` dn c`| fndj`| ng ck a`xfkljg dn c`| qkc`xn| z l`|t~fhxn| dng~n|txk| |`ljndkdn|# g` bkz {~n `cqjdkxc`# |n ngl~ngtxk ~hjlkd` ng nc l`gtnrt` dn `txk|jgac~ngljk|9 ck n|l~nck# ck lkccn# c`| ox~}`| |`ljkcn|# lqjl`| ` }`ctjl`|# ck| jocn|jk|# c`||jgdjlkt`|# ntltnxk' C`| fndj`| xna~nxykg# l`f}cnfngtkg ` l`gtxkdjlng n|k|

jgac~ngljk|# }nx` g` tjngng nanlt`| kc fkxong dn ncck|' Tkfhjg ng ck }x`}kokljg dnqkc`xn| z l`gqjllj`gn| dn gd`cn }`ctjlk# kltkg kc ckd` dn ncck|'

Nc }k}nc n|}nlajl` dn c`| fndj`|# |jg nfhkxo`# t`dkqk |~ncn |nx |`|ckzkd`' ^g kgkcj|tkdn c`| }x`ln|`| }`ctjl`| ng g~n|txk xnojg# bk l`g|jdnxkd` {~n g` `h|tkgtn |~ nanlt`# ncnrkfng dn ck| ncnllj`gn| ng c`| }k|n| cktjg`kfnxjlkg`| bk hxjgdkd` n|lk|k jf}`xtkgljkkc }k}nc dn c`| fndj`|9 ^gk xkyg# n| {~n f~lb`| jgtncnlt~kcn|# n|}nljkcfngtn ngKfxjlk Cktjgk# l`g |~ l~ct~xk b~fkg|tjlk dn `xjngtkljg txkdjlj`gkcfngtn n~x`}nk#jg|tjgtjqkfngtn dn|l`gakg dn ck tncnqj|jg l`f` ~gk a~nxyk l~ct~xkc z# }`x nrtng|jg#l`f` ~g aklt`x ng ck }`ctjlk' Ng }kxtn# xnkllj`gkg gnoktjqk z ngtngdjhcnfngtn k ckq~cokxjykljg {~n ck tncnqj|jg bkhjt~kcfngtn k|~fn |~ h|{~ndk dn ~gk frjfk

k~djngljk# ng nc fng`x dng`fjgkd`x l`fg' Kfxjlk Cktjgk axnl~ngtnfngtn bkxn}x`d~ljd` c` }n`x dn ck tncnqj|jg n|tkd`~gjdng|n lkxjlkt~xk| jgtnxfjgkhcn|


10/14

"|jf}cnfngtn d`hckdk| dn c`| `xjojgkcn| n|tkd`~gjdng|n|# k~g{~n f~lbk| dn ncck|tkfhjg |`g ik}`gn|k|* # }xòxkfk| dn qkxjndkdn| l`g h~xd`| l`gd~lt`xn| dn|tjgkd`| kk~djngljk| a`xfkdk| }`x jgfjoxkgtn| x~xkcn|# ` ck jgajgjtk xn}xòxkfkljg dn qjnik||nxjn| }`cjljklk|' C`| lxtjl`| dn fndj`| cktjg`kfnxjlkg`| tjngdng k qnx nc n|tjc`n|tkd`~gjdng|n dn fng|kin| }`ctjl`| z ck }xn|ngtkljg dn lkgdjdkt`| k txkq| dn

kongljk| }~hcjljtkxjk| |jf}cnfngtn l`f` `txk fkgjan|tkljg dn c` }n`x dn ck tncnjgqk|jg g`xtnkfnxjlkgk ' U;8V

K~on tncnqj|jq`# ng ~gk l~ct~xk9 ]`ctjlk dn ck dn|l`gajkgyk

Ng ~gk |`ljndkd ng txkg|jljg l`f` |~lndn l`g ck {~n tngnf`| ng Frjl`# }nx` kdnf|k |nfnikgyk dn dnf`lxkljk| f| dn|kxx`cckdk|# g`| ngl`gtxkf`| kgtn ~gk lxj|j| dnlxndjhjcjdkd# ngtxn `tx`| ktxjh~t`| dnlkdngtn|# dn c`| }kxtjd`| n jglc~|` dn ck }`ctjlkfj|fk' C`| fndj`| fk|jq`| g` lxnkg g~nqk| xnkcjdkdn|# }nx` | kf}cjajlkg ck|dj|t`x|j`gn| ` c`| l`gtxk|tn| dn ck djqnx|jajlkdk xnkcjdkd |`ljkc' Z# ng nc }ckg` dn ckl~ct~xk }`ctjlk ` dn ck l~ct~xk lj~dkdkgk# ccnokg k tngnx nanlt`| dn|`xjngtkd`xn| `dj|t`x|j`gkd`xn| ng c`| |nofngt`| {~n l`ga`xfkg k ck `}jgjg }hcjlk'

C`| fndj`| dn l`f~gjlkljg# dn tkc a`xfk# g` a`xikg g~nqk| kltjt~dn|# }nx` | l`gtxjh~zng k fktjykx# k nrkonxkx ` k l`gajxfkx ck| {~n zk nrj|tng9 ~gk |`ljndkd}xndj|}~n|tk k ck dn|l`gajkgyk# ngl`gtxkx qnxjajlkdk| |~| lnxtjd~fhxn| ng fndj`| dnl`f~gjlkljg {~n d`l~fngtng ` {~n l~n|tj`gng ck kgjf`|jdkd# }`x ninf}c`# l`gtxk ck|jg|tjt~lj`gn| ` nc {~nbklnx }hcjl`|' Ck }`ctjlk z c`| }`ctjl`| "`# }kxk g` |nx jgi~|t`|9kco~gk| fkgjan|tklj`gn| dn ck }`ctjlk z kco~g`| }`ctjl`|* tjngng kxj|tk| zl`f}`xtkfjngt`| {~n k qnln| |`g ng nrtxnf` l~n|tj`gkhcn|' ]nx` l~kgd` |`g |`fntjdk|k ck dj|nlljg dn c`| fndj`| n|t`|# f| kcc dn nr}cjlkx# kz~dkg k }x`}kokx ck dn|jc~|jg` nc xnlnc`'

G~n|txk l~ct~xk }`ctjlk dn ck dn|l`gajkgyk# |n klngtk z nrtjngdn oxkljk| k c`|jgtnxn|kd`|# ` kc fng`| txjqjkcjykd`xkfngtn dn|l~jdkd`|# àjlj`| dn c`| fndj`| dnjga`xfkljg dn fk|k| U;


11/14

fndj`| dn l`f~gjlkljg dn fk|k| |`g nr}xn|j`gn| dn |nofngt`| dn ck |`ljndkd# g` dnt`dk ncck'

Gno`lj` ` |nxqjlj`0 \`g ck| d`| l`|k|# dn bnlb` ~gk g` |n l~f}cn |jg ck `txk' Ngaktjykxnc lkxltnx fnxlkgtjc dn c`| fndj`| }~ndn l`gd~ljx k {~n |n `cqjdng |~|

xn|}`g|khjcjdkdn| |`ljkcn| z# kc xnq|# |j |~hxkzkf`| |c` ck fj|jg |`ljkc |n `cqjdk {~n}kxk |~| }x`}jntkxj`| c`| fndj`| |`g kgtn| {~n gkdk nf}xn|k|' Nc }nxj`dj|tkn|tkd`~gjdng|n Ikfn| Akcc`w|# {~n bk |jd` kgkcj|tk dn c`| fndj`| z djxnltjq` dn xnqj|tk|jf}`xtkgtn|# ~hjlk n|k d~kcjdkd dn ck |jo~jngtn fkgnxk9 Ng qj|tk dn {~n tkgt`| k|}nlt`|dnc }nxj`dj|f` klt~kc |`g jgac~jd`| }`x lkfhj | l`fnxljkcn| z tnlg`cojl`|# xn|~ctktngtkd`x l`g|jdnxkx k g~n|tx` {~nbklnx n|txjltkfngtn l`f` ~g gno`lj`' ]nx` g` c` n| g` f| dn c` {~n c`| |nxqjlj`| fdjl`|# ` ck nd~lkljg# ` nc dnxnlb` dnhng |nxl`g|jdnxkd`| ng txfjg`| l` fnxljkcn| ' L~kgd` bklnf`| hjng g~n|tx` txkhki`# nc}hcjl` `htjngn ~g ngtngdjfjngt` lckx` z tjc dnc f~gd` ng ck fndjdk ng {~n cn kanltk'L~kgd` g`# l`f}cjlkf`| {~n c`| jgdjqjd~`| l`f}xngdkg c`| lkfhj`| |`ljkcn| zdjajl~ctkf`| {~n ck| |`ljndkdn|# ng |~ l `gi~gt`# |n kdk}tng' U;>V

N|tk# {~n }kxnljnxk qnxdkd dn ]nx`ox~cc`# k qnln| |n `cqjdk l~kgd` |n l`fngtk ckxnckljg dn c`| fndj`| dn fk|k| l`g ck }`ctjlk' C`| fndj`| g` l`f~gjlkg ck|}`|jlj`gn| dn t`dk ck |`ljndkd# |jf}cnfngtn }`x{~n g` |n ngl~ngtxkg l`f}x`fntjd`|l`g t`dk ncck' ^gk l`gln}ljg fktjykdkfngtn `}tjfj|tk# bk |jd` }xn|ngtkdk }`x nc

}nxj`dj|tk Fjlbnc I' @ Gnjcc {~jng # ngtxn `txk| l`g|nl~ngljk| dnc nanlt` l`gtnf}`xgn`dn c`| fndj`|# |nkck {~n9 Nc cjdnxkyo` z ck k~t`xjdkd |n bkg q~nct` f| xn|}`g|jq`| kc`| fndj`| z k |~| dnfkgdk| {~n ~gk kltjqjdkd hk|kdk ng ck| bkhjcjdkdn| }`ctjlk| ` ck}x`a~gdjdkd dn jdnk| dn {~jn g o`hjnxgk' ]nx` tkfhjg |n xnl`g`ln9 Nc f`dnc` dno`hnxgkx# |~}ndjtkd` k c`| fndj`|# n| ~g f`dnc` f| xnkltjq` {~n xnacnrjq`# l`gtx`ckd`}`x ck| nf`lj `gn| fkgj}~ckdk| dn c`| fndj |' U;1V

K }n|kx dn {~n xngn k f| k~djngljk| {~n# ng `lk|j`gn|# nc xn|t` dn c`| fndj`| dnl`f~gjlkljg i~gt`|# k ck tncnqj|jg g` |jnf}xn |n ck t`fk ng |nxj` dnhjd` k ck kltjt~dn|l}tjlk {~n dj|tjgt`| |nofngt`| dn ck |`ljndkd tjngdng k fkgtngnx xn|}nlt` dn ncck' NgFrjl`# {~jy |kcq` nrln}lj`gn|# g` |n l`g`lng l`g n|t~dj`| dn `}jgjg|~ajljngtnfngtn kl~lj`|`| }kxk }`dnx fndjx dn dgdn |~xon ck l`gajkgyk dn c`|lj~dkdkg`| ng t`xg` k ~gk jgjljktjqk ` ~gk l`gajo~xkljg }`ctjlk dntnxfjgkdk|' U;?VN|}x`hkhcn {~n# f| {~n ~gk |`ck a~ngtn dn jga`xfkljg# l`gl~xxkg qkxjk| dn ncck| }kxk jxdnajgjngd` nc l`g|ng|` z ck lxndjhjcjdkd # kc l`gtxkxj`# nc dj|ng|` z ck dn|l`gajkgyk xn|}nlt` dn c`| k|~gt`| }hcjl`|' Ng t`d` lk|`# nc n|}nljkcj|tk kxongtjg` @|lkx Ckgdj bk

}`djd` dnljx {~n ck lxndjhjcjdkd dn ck tncnqj|jg n|# ng lk|j t`d`| c`| }k|n|# fng`x {~nck {~n `|tngt k ck xkdj` ` ck }xng|k n|lxjtk' U;2VK ck tncnqj|jg# {~n l`f` zk |n l`fngt|~ncn kox~}kx xnl~x|`| ajgkgljnx`| z lk}kljdkdn| }`ctjlk| ng oxkgdn| l`g|`xlj`| z l~z`}`dnx |n f~ctj}cjlk k ck qny l`g |~| g~nqk| lk}kljdkdn| tnlg`cojlk| z nc lxnljfjngt` dn|~| k~djngljk|# |n ck jdngtjajlk l`g fkz`x akljcjdkd l`g c`| jgtnxn|n| n|}nlajl`| dn |~|}x`}jntkxj`| ` dn c`| ox~}`| l`g c`| {~n |`g kajgn|' Ng Frjl`# g` bk |jd` axnl~ngtn {~nc`| }x`}jntkxj`| dn fndj`| dn l`f~gjlkljg fkgjajn|tng dn fkgnxk khjnxtk |~l`f}x`fj|` l`g ~g }kxtjd` }`ctjl` n|}nlajl`# k~g{~n ng ck fkz`xk dn c`| lk|`| bkzkg|`|tngjd` ~gk lckxk }xnanxngljk k akq`x dnc }kxtjd` ng nc o`hjnxg`' ]`x n|`# bkljk ;:22#a~n f~z l`fngtkdk ck dnlckxkljg dnc d~n` dn Tncnqj|k# Nfjcj` Kylxxkok Fjcf`#{~jng g` t~q` nf}klb` ng fkgjan|tkx |~ l`f}x`fj|` l`g nc ]XJ' U;:VDn n|tk a`xfk#kg c`| fndj`| {~n djlng dndjlkx|n k }x`f`qnx nc ngtxntngjfjngt`# |n ngl~ngtxkgdntnxfjgkd`| }`x jgtnxn|n| nf}xn|kxjkcn| z }`ctjl`| {~n n| }xnlj|` g` `cqjdkx kc


12/14

f`fngt` dn ktngdnx k |~| txkg|fj|j gn|' Djqnxtjx# ajgkcfngtn n|# ng kfh`| |ngtjd`| "ngtkgt` {~n |jggjf` dn n|}kxljfjngt`# }nx` tkfhjg dn dj|txklljg* }k}nc axnl~ngtn dnc`| fndj`|# n|}nljkcfngtn xn|}nlt` dn ck }`ctjlk

U;V Ljtkd` }`x Lbxj|tnxx Ig||`g ng Dj}c`fktjl \jogkcjgo jg tbn Tncnqj|j`g Kon#]xn||/]`cjtjl| # Q`c' ;# G`' # n|}nljkcfngtn }' ;>? z ||' Tkfhjg}~ndn l`g|~ctkx|n ck l`f}jckljg dn I`xon Kcl`lnx Q'# Djgnx` z }kxtjd`| # LN]GK zA~gdkljg Nhnxt# Frjl`# ;::


13/14

Frjl`# ;:2:# n|}nljkcfngtn }'


14/14

XNL^NXDK \NO^JXG@\ NG G^N\TXK\ XNDN\ \@LJKCN\9

Bky lcjl ng ck| jfongn| ` hjng l`}jk z }nok ck| djxnllj`gn| ng t~ gkqnokd`x 5&*

btt}9//www't`d`fkxentjgo}`cjtjl`'hc`o|}`t'l`f/

btt}9//www'aklnh``e'l`f/}kon|/T`d`&Fkxentjgo&]`cjtjl`/888:8=:

btt}9//twjttnx'l`f/t`d`fet}`cjtjl

btt}9//www'z`~t~hn'l`f/t`d`fet}`cjtjl`
http://www.todomarketingpolitico.blogspot.com/http://www.todomarketingpolitico.blogspot.com/http://www.facebook.com/pages/Todo-Marketing-Politico/222923538509http://twitter.com/todomktpolitichttp://www.youtube.com/todomktpoliticohttp://www.youtube.com/todomktpoliticohttp://www.youtube.com/todomktpoliticohttp://twitter.com/todomktpolitichttp://www.facebook.com/pages/Todo-Marketing-Politico/222923538509http://www.todomarketingpolitico.blogspot.com/http://www.todomarketingpolitico.blogspot.com/http://www.youtube.com/todomktpoliticohttp://twitter.com/todomktpolitichttp://www.facebook.com/pages/Todo-Marketing-Politico/222923538509http://www.todomarketingpolitico.blogspot.com/

De la videopolítica al marketing politico

Documents

Transcript of De la videopolítica al marketing politico