Microsegmentación electoral para dummies. Política para revistas femeninas en España.

Authors

DOI:

https://doi.org/10.15847/obsOBS15120211774

Keywords:

political communication, political marketing, microtargeting, soft interviews, women, women´s press.

Abstract

Esta investigación de enfoque exploratorio aborda una técnica de captación del voto tan escasamente tratada como el microtargeting electoral, desde la exposición de oportunidades que brindan los espacios autosegmentados y el interés de los partidos por el electorado femíneo. Partiendo de la brecha de género que marca la mayor existencia de mujeres indecisas, se observa en las revistas femeninas de alta gama una oportuna plataforma para que los políticos lleguen a un segmento de votantes eminentemente integrado por féminas. En concreto, a través del análisis de más de 5.000 encuestas, este trabajo tiene como objetivo averiguar cuáles son las características del target y ofrecer una definición concreta del mismo que, a la postre, serviría a cualquier candidato a un cargo para personalizar el mensaje en sus entrevistas. Los resultados revelan que es posible extraer de los estudios de mercado una verdadera utilidad política.

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Published

2021-02-12

How to Cite

Quevedo Redondo, R., Berrocal Gonzalo, S., & Gómez García, S. (2021). Microsegmentación electoral para dummies. Política para revistas femeninas en España. Observatorio (OBS*), 15(1). https://doi.org/10.15847/obsOBS15120211774

Issue

Vol. 15 No. 1 (2021)

Section

Articles

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