{"id":24983,"date":"2019-04-04T09:22:49","date_gmt":"2019-04-04T08:22:49","guid":{"rendered":"http:\/\/www.creaerte.com\/live\/?p=24983"},"modified":"2019-04-04T10:38:59","modified_gmt":"2019-04-04T09:38:59","slug":"neomarketing-politico-las-fake-news","status":"publish","type":"post","link":"https:\/\/www.creaerte.com\/live\/neomarketing-politico-las-fake-news\/","title":{"rendered":"El \u2018neomarketing\u2019 pol\u00edtico y las \u2018fake news\u2019"},"content":{"rendered":"<p>Tanto los <strong>\u00edndices de participaci\u00f3n y abstenci\u00f3n<\/strong> como el <strong>voto<\/strong> registrado en las urnas son fiel reflejo de la <strong>realidad social<\/strong> de una comunidad en un determinado momento. Se trata del balance resultante tras el envite disputado entre los diferentes \u2018canteros\u2019 encargados de moldear una determinada <strong>perspectiva<\/strong> social desde el \u00e1mbito pol\u00edtico.<\/p>\n<p>Si las l\u00edneas maestras que permiten desarrollar un <strong>plan de marketing <\/strong>pol\u00edtico contin\u00faan bas\u00e1ndose hoy en los flujos de <strong>informaci\u00f3n<\/strong> y la <strong>investigaci\u00f3n de mercados<\/strong>, lo cierto es que la manera de hacerlo est\u00e1 cambiando de forma exponencial, hasta el punto de haber llegado a una f\u00f3rmula de \u2018<strong>neomarketing<\/strong>\u2019 <strong>pol\u00edtico<\/strong>, aquel que conjuga las <strong>t\u00e9cnicas tradicionales<\/strong> en medios de comunicaci\u00f3n con las <strong>nuevas herramientas<\/strong> del marketing digital. Es decir, los grandes partidos est\u00e1n obligados a idear <strong>campa\u00f1as mixtas<\/strong> para no quedarse fuera de juego.<\/p>\n<p>Al contrario de lo que sucediese hace tan solo algunos lustros, el hecho de aparecer o no en los medios de comunicaci\u00f3n tradicionales ya no es algo decisivo para medir el <strong>\u00e9xito<\/strong> de una campa\u00f1a. Si bien la prensa contin\u00faa ostentando su t\u00edtulo de \u2018<strong>cuarto poder<\/strong>\u2019 -en unos casos ejerciendo como<strong> l\u00e1tigo fiscalizador<\/strong> y en otros como meras <strong>plataformas amplificadoras<\/strong> de mensajes-, el mismo ya no es coto privado, sino que es compartido por el resto de la <strong>ciudadan\u00eda<\/strong> a trav\u00e9s de las <strong>redes sociales<\/strong>.<\/p>\n<p>Es en este \u00faltimo entramado digital, caracterizado por el ritmo fren\u00e9tico, as\u00ed como por el f\u00e1cil <strong>acceso<\/strong> a grandes torrentes de<strong> informaci\u00f3n y desinformaci\u00f3n<\/strong> a partes iguales, donde se est\u00e1 librando la madre de todas las batallas, con multitud de escabechinas en todos los \u00e1mbitos tem\u00e1ticos. Hasta tal punto es as\u00ed que, en algunos casos, los medios de comunicaci\u00f3n tradicionales act\u00faan con una mano como <strong>garantes de la veracidad<\/strong>, mientras que con la otra se convierten, a veces sin ser conscientes, en emisores de \u2018<strong>fake news<\/strong>\u2019. El \u2018retuit\u2019 impulsivo es el nuevo gatillo f\u00e1cil. Lo saben aquellos que hoy protagonizan las llamativas microp\u00edldoras de \u2018<strong>neomarketing<\/strong>\u2019 pol\u00edtico, al igual que lo saben los grandes medios, con la utilizaci\u00f3n de <strong>titulares m\u00e1s impactantes<\/strong> <strong>que veraces<\/strong>. Entre tanto, aunque sea a cualquier precio, la lucha por el <strong>n\u00famero de impresiones<\/strong> cuenta cada vez con menos reglas encima de la mesa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tanto los \u00edndices de participaci\u00f3n y abstenci\u00f3n como el voto registrado en las urnas son fiel reflejo de la realidad social de una comunidad en un determinado momento. Se trata del balance resultante tras el envite disputado entre los diferentes \u2018canteros\u2019 encargados de moldear una determinada perspectiva social desde el \u00e1mbito pol\u00edtico. Si las l\u00edneas maestras que permiten desarrollar un&#8230;<\/p>\n","protected":false},"author":1,"featured_media":24984,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[88,1147,38,12,557],"tags":[],"class_list":["post-24983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion","category-internet-2","category-marketing","category-opinion","category-publicidad-2","has_thumb"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El \u2018neomarketing\u2019 pol\u00edtico y las \u2018fake news\u2019 - creaerte.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.creaerte.com\/live\/neomarketing-politico-las-fake-news\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El \u2018neomarketing\u2019 pol\u00edtico y las \u2018fake news\u2019 - creaerte.com\" \/>\n<meta property=\"og:description\" content=\"Tanto los \u00edndices de participaci\u00f3n y abstenci\u00f3n como el voto registrado en las urnas son fiel reflejo de la realidad social de una comunidad en un determinado momento. Se trata del balance resultante tras el envite disputado entre los diferentes \u2018canteros\u2019 encargados de moldear una determinada perspectiva social desde el \u00e1mbito pol\u00edtico. Si las l\u00edneas maestras que permiten desarrollar un...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.creaerte.com\/live\/neomarketing-politico-las-fake-news\/\" \/>\n<meta property=\"og:site_name\" content=\"creaerte.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/creaerte\" \/>\n<meta property=\"article:published_time\" content=\"2019-04-04T08:22:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-04-04T09:38:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.creaerte.com\/live\/wp-content\/uploads\/2019\/04\/congreso1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"559\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Creaerte\" \/>\n<meta name=\"twitter:site\" content=\"@Creaerte\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.creaerte.com\/live\/neomarketing-politico-las-fake-news\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/neomarketing-politico-las-fake-news\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/www.creaerte.com\/live\/#\/schema\/person\/acc9e93c6216bce2d569b1f0a99607f6\"},\"headline\":\"El \u2018neomarketing\u2019 pol\u00edtico y las \u2018fake news\u2019\",\"datePublished\":\"2019-04-04T08:22:49+00:00\",\"dateModified\":\"2019-04-04T09:38:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/neomarketing-politico-las-fake-news\/\"},\"wordCount\":411,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/neomarketing-politico-las-fake-news\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.creaerte.com\/live\/wp-content\/uploads\/2019\/04\/congreso1.jpg\",\"articleSection\":[\"comunicaci\u00f3n\",\"Internet\",\"marketing\",\"opini\u00f3n\",\"Publicidad\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.creaerte.com\/live\/neomarketing-politico-las-fake-news\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.creaerte.com\/live\/neomarketing-politico-las-fake-news\/\",\"url\":\"https:\/\/www.creaerte.com\/live\/neomarketing-politico-las-fake-news\/\",\"name\":\"El \u2018neomarketing\u2019 pol\u00edtico y las \u2018fake news\u2019 - 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