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Bulter University

Publication Date

Spring 2015

Program Name

Argentina: Regional Integration, Development, and Social Change

Abstract

This investigation explores the change in Argentina’s political sphere looking from a global perspective and compares that to what is currently happening with the voters, parties, and the way in which political parties run their campaigns. In the election of 2001 there was a strong negative reaction from the citizens, shown through many null and blank votes on the ballot, expressing their discontent with the parties and their options for candidates. In 2003 many new parties emerged, and one lasted and grew to be one of the strongest parties today, the PRO party. In this work I will examine this new party, and how it managed its campaign in Buenos Aires in 2015, with a focus on how it targeted different generational groups. Based on information drawn from interviews, observations and secondary sources, this project explores what type of party PRO is and the strategies it uses in its campaigns, in order to distinguish itself from its competitors. My conclusion is that the PRO party is actually very similar to two other types of parties: Catch-All and Cartel. However, I also discovered through my analysis that PRO’s campaign includes many innovative ideas and techniques. Specifically, it involves the voters in the campaigning and decision-making, and it has benefitted from holding office and campaigning for the past seven years in particular.

Esta investigación explora el cambio en la esfera política mirando al escala global y comparando lo con que está pasando en Argentina con los votantes, partidos y manera de construir una campaña. En el elección de 2001 había un reacción fuerte negativa de los ciudadanos, con votos blancos y nulos, expresando su descontento con los partidos y opciones de candidatos. Entonces en 2003 muchos partidos nuevos emergieron, y uno quedó y creció, el partido PRO. En este trabajo me prepongo estudiar como un partido tan nuevo, navega su campaña en la ciudad de Buenos Aires en 2015, con un foco en cómo dirige a diferentes grupos generacionales. Mediante las entrevistas, observaciones y fuentes secundarias, este proyecto explora qué tipo de partido es PRO y qué estrategias se usan para distinguirse de los otros partidos. Concluyo que el partido tiene elementos de dos tipos de partidos; Catch-All y Cártel. También desarrollo que la campaña del PRO es innovadora con sus ideas y las técnicas, su habilidad de involucrar gente y el beneficio de poder estar en campaña por siete años.

Disciplines

Civic and Community Engagement | Family, Life Course, and Society | Latin American Studies | Political Science | Political Theory | Politics and Social Change | Work, Economy and Organizations

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