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La imagen de Rajoy

Isabel García Caballero publica este artículo en El Semanal Digital sobre la imagen de Mariano Rajoy, líder del Partido Popular.

Rajoy ha potenciado su imagen en la campaña a golpe de “simpatía”

Rafael Rubio, director del Grupo 1Cero, recuerda cuando en 2004, poco antes de la campaña para las generales del 14-M, la Cadena SER propuso al candidato del PP a la presidencia del Gobierno, Mariano Rajoy, participar en una tertulia como comentarista de ciclismo, uno de los deportes favoritos del jefe de la oposición. El trato no llegó a cuajar, pero para este asesor de imagen habría sido todo un acierto para potenciar la imagen del entonces “desconocido” sucesor de José María Aznar.

La anécdota ilustra lo que este experto en asesoría política ve como uno de los handicaps de Rajoy: la falta de definición de una estrategia que delimite con claridad la imagen que se quiere consolidar del líder. “En esta campaña no han sabido venderle lo suficientemente bien pese a que él ya de por sí ofrece una imagen muy cercana a la gente”. Por el contrario –asegura Rubio- “es muy discreto, tiende a ser escondido” y además “no tiene un discurso mitinero”. A eso se une, en opinión de este experto, el poco tiempo dedicado por el PP para preparar la campaña, en tan sólo dos meses, cuando lo normal es empezar a prepararla al menos con diez meses de antelación.

Los expertos en campañas electorales consultados por Elsemanaldigital.com coinciden en señalar que Rajoy ha intentado potenciar en esta campaña para las autonómicas y municipales del 27 de mayo la “simpatía” y la “cercanía”. “Se le ha visto más suelto, más cómodo, ha aprovechado su sentido del humor, su ironía”, explica Daniel Ureña, de MAS Consulting Group España, quien además valora de manera “positiva” la evolución de la imagen del presidente del PP y su “autoridad” en el seno de su propio partido.

Por el contrario, José Luis Sanchís, consultor político con una dilatada trayectoria profesional, considera que Rajoy no ha conseguido consolidar su imagen política, pese a que algunos de sus “atributos” han subido –explica-, como la “simpatía” y los “gestos para aproximarse a la gente”. Este asesor pone también el acento en que el PP ha utilizado estas elecciones autonómicas y municipales a modo de “campaña de lanzamiento” de Rajoy para las próximas generales.

Sobre los mensajes lanzados durante la campaña por el líder de la oposición, los consultados también coinciden en resaltar -y además como “un acierto”, dicen- que Rajoy haya hablado de “alternativa” y que no haya centrado todo su discurso en la política antiterrorista y en la crítica al Gobierno de José Luis Rodríguez Zapatero.

Para Sanchís, Rajoy ha mantenido posiciones “muy duras” en el tema del terrorismo, una estrategia con la que, a su juicio, el líder del PP lo ha apostado todo a una sola carta: ganar por mayoría absoluta en 2008. Para Ureña, en cambio, aunque el PP “no debe hablar de eso todo el tiempo”, el debate sobre ETA ha venido también marcado por el propio entorno abertzale, que “se ha encargado de estar presentes en la campaña electoral”, subraya.

27 Comments

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    Mariano Rajoy, juega a desgranar poco a poco las principales propuestas que incluirá su programa electoral con vistas a la cita de 2008.
    Primero anunció una rebaja generalizada de impuestos, recurso no por típico menos efectivo.
    Después, la reforma de la Ley Electoral, el instrumento que, según el PP, distorsiona el reparto del poder en las instituciones españolas.
    Ayer, Rajoy dio un paso más y perfiló su futuro modelo: ningún partido podrá gobernar si no alcanza al menos el 30 por ciento de los votos en las urnas. El objetivo es evitar la proliferación de macrocoaliciones que desalojen del poder a la formación mayoritaria.
    El bipartidismo descarado es el objetivo del presidente del PP, creo que la reciente historia de España nos demuestra que la pluralidad y la posibilidad siempre abierta a coaliciones es enriquecedora de la vida política española.
    Claro que con el PP hay pocos partidos políticos con representación que estén dispuestos a coaligarse.
    Tal vez debería reflexionar Rajoy sobre este problema.

    Carlos Menéndez
    http://www.creditomagazine.es

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