This 2023, the internal conflict was common currency in Together for Change. Unity, a key factor that allowed them to reach the government in 2015, seems to be something utopian in these elections. Although at the start of this electoral year Horacio Rodríguez Larreta seemed to be the sole and natural candidate of the PRO, Mauricio Macri’s support for the growth of Patricia Bullrich weakened the figure of the Buenos Aires head of government. So much so that the closing of the lists did not allow unity and there will be STEP between both candidates. However, within the political space there is diversity in the political communication strategies that each candidate carries out.
The electoral scenario, within Together for Change, poses a double communication on the part of the candidates. On the one hand the “electoral communication”, through which the candidate conveys a future promise to his constituents and on the other hand an “opposition communication”, where the candidate seeks to oppose another candidate/government, either within his own party (PASO) or against others.
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In this case, Patricia Bullrich and Horacio Rodríguez Larreta propose differential strategies to position themselves as favorites in the August elections.
As for Patricia Bullrich’s electoral communication, through her spots and her media discourse, the candidate conveys hardness as one of her communication axes, which builds an image as a brave candidate who confronts, through courage, the political structure of Peronism in order to change and modify it at its root.
At the same time polarizes with the Union for the Homeland Front as long as there is no integration of other political actors in its electoral communication, instead it opts for a centrality that reaffirms its leading role.
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The rhetoricfor his part, is the same one that Mauricio Macri changed in 2015, where polarization is the frame that gives an antagonistic meaning to the electoral messages of the candidate regarding the public policies proposed by the pro-government government.
Finally, the former Minister of Security, through her hatred of the ruling party, uses social discontent in order to capitalize, in the face of a possible ballotage, the vote of Javier Milei’s electorate.
Regarding the Communication of Opposition, Patricia Bullrich uses it to position yourself as a distinct leader to his adversary within the inmate of Together for Change.
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During the last weeks, Bullrich took advantage of the fact that the political agenda revolved around the management of the pickets in the Autonomous City of Buenos Aires, and both she and her candidates harshly criticized the treatment of the Buenos Aires Chief to said conflicts, marking a tough position and directly criticizing his management and his person.
Horacio Rodriguez Larreta
On the other side of the internal, is Horacio Rodríguez Larreta, who uses a moderate frame, and seeks to use his management in the city and political integration, to position himself as a candidate of national scope.
Unlike Patricia Bullrich, Larreta uses her electoral communication seeking to position her candidacy with a country proposalthat it does not come to fundamentally modify everything carried out by the merger government, but rather contemplates making profound changes to the existing structures.
A moderated message searching at the same time capitalize on the electorate defrauded by the public policies of Mauricio Macri, and guarantee the non-continuity of the government in power.
Its management in the city of Buenos Aires and political integration, are its main discursive axes, elements that it will seek to position, before a possible victory in the PASO, in order to add Patricia Bullrich and Mauricio Macri to be part of its government plan. This, bearing in mind a possible incorporation of governors or candidates, as is the case of the presidential candidate Juan Scharetti, to offer his support for the comedians of the month of October, seeking to expand his party structure.
Analyzing your communication of opposition, the differentiation with Sergio MassaIts sole purpose is to be able to talk and polarize with the only rival candidate for Together for Change before a possible ballotage.
Finally, just as we mentioned his intention to talk and differentiate himself from the official formula, Larreta is not looking to talk with Patricia Bullrich. Bullrich’s criticisms of her management or her role within the PRO, are answered by second lines of the City’s Head of Government. Larreta does not directly criticize Patricia Bullrichrather, it does so through differentiation messages in their spots or appearances, without mentioning their person.
Finally, it is interesting to make visible that the communication strategy by Patricia Bullrich, has as a point in favor the capitalization, through social discontent, of the votes of Javier Milei’s electorate in the face of a possible ballotage (electoral communication), but his criticism of Horacio Rodríguez Larreta (opposition communication) is causing great wear and tear on the unit of Together for Change. The candidate thus gives greater centrality to opposition communication than to electoral communication associated with a future promise of the country.
On the other hand, Horacio Rodríguez Larreta, has as an objective in his electoral discourse to transfer a future promise of the country. He only uses his communication of opposition to directly differentiate himself from Sergio Massa and indirectly presents different proposals to his internal adversary, but without adding it to the public conversation at any time. In this case, then electoral communication predominates over opposition communication.
Thus, his moderate profile places him in a intermediate line between the formula proposed by the ruling party and Bullrich’s candidacy. This position is important, since it has to do with a need raised by the electorate, which demands greater consensus and moderation from politics.
Together for the change they will have an important post-PASO communication challenge in how to unify their political communication in the face of the general election.
Degree in Public Relations – Master’s Degree in Political Communication