Del aula a la ‘cancha’ electoral
Mis estudiantes de las asignaturas de Comunicación Organizacional y Relaciones Públicas Aplicadas conceptualizaron, respectivamente, la matriz DOFA y el mapa de públicos, mientras ‘jugaban’ a hacer campaña electoral.
Tomado de Cunico
En efecto, durante el primer corte, los grupos segmentaron y mapearon la situación electoral, como seguramente lo vienen haciendo los equipos de Comunicación de los diferentes candidatos a la Alcaldía de Bogotá.
Aplaudo el entusiasmo de mis estudiantes, quienes activos con la dinámica de la asignatura, visitaron las campañas de los candidatos, asistieron a sus actividades de calle, y sin reclamo de por medio, ni más presupuesto que el propio, realizaron técnicas cualitativas y cuantitativas.
Metodología general
En paralelo a las jornadas de clase, los estudiantes iban desarrollando su proyecto. Se distribuían en grupos, las diferentes campañas líderes en intención de voto: Claudia López, Carlos Galán, Miguel Uribe, Holman Morris y el voto en blanco.
Y lo visto en clase estuvo siempre muy alineado a su producto final de entrega (DOFA), es decir la matriz básica administrativa de análisis situacional interno (debilidades y fortalezas) y externo (amenazas y oportunidades).
El diagnóstico
Se privilegió el proceso de diagnóstico comunicativo. Para la consecución de sus productos finales, los estudiantes realizaron, en primera instancia, un acercamiento cuantitativo, que ajustaron a requerimientos metodológicos de lo que sería una encuesta basada en la composición más cercana a la realidad de lo que sería la población en Bogotá.
Y aunque en lo metodológico hubo imprecisiones normales en los procesos académicos, los hallazgos y la experiencia para los grupos fue enriquecedora; además, se compartieron las cifras en una sesión grupal; lo que permitió crear un mapeo más amplio del espectro votante.
También entendieron que en sus encuestas virtuales a sus contactos no les arrojaban la información requerida, pues no era una muestra demográfica adecuada. Es decir, comprendieron la complejidad de diseñar una muestra estadística.
Por otra parte, y tras lograr su mapeo de población, tuvieron una sesión de estudios cualitativos, la cual les brindó la oportunidad de acercarse y conocer mucho más a sus potenciales votantes y a los de las demás campañas; si es que diseñaban las preguntas de manera acertada y escogían la herramienta adecuada.
En esa sesión se les explicó algunas posibilidades que les brindan técnicas como los grupos focales, las entrevistas, la observación participante y de seguimiento de medios o digital.
Cada grupo escogió dos técnicas y las aplicó para grupos que consideró de su interés o que les podían aportar al logro de su objetivo final, es decir, ganar en las entonces, próximas elecciones del 27 de octubre.
Los resultados de este ejercicio fueron realmente enriquecedores; pues se derribaron algunos mitos de intención de votos que arrojan las encuestas de centros de estudio publicables para medios masivos, es decir, los aprobados por la Comisión Nacional Electoral (CNE).
Incluso, algún grupo planteó la pregunta de cuál sería su segunda opción para votar si no votara por su candidato preferido; lo que mostró una amplia favorabilidad (por encima del 40%) hacia Carlos Galán; dato que bien podría haber sido utilizado por su campaña a nivel creativo, si hubiera contado con este insumo: nuestros estudiantes.
Otro de los hallazgos relevantes a nivel cuantitativo fue el de encontrar afinidades de los candidatos a ciertos grupos poblacionales y se halló que la imagen de Carlos Galán, entre el público femenino era claramente la más favorable, hecho que no fue suficientemente explotado por su campaña, con las consecuencias ya sabidas a posteriori; pero que para el momento en que se realizó el estudio, aún no eran claras, a tal punto, que cuando los estudiantes presentaron su evaluación, a dos semanas de las elecciones, las encuestas presentaban como ganador al candidato Liberal, por encima de Claudia López, la Alcaldesa.
Además de los candidatos, al menos un grupo por curso, se apropió de la campaña del voto en blanco y llegaron a conclusiones comunes, sin cruzarse y en muchos casos sin conocerse, esto, tras analizar el hecho de que esta alternativa que empezó con fuerza en las encuestas (segunda en intención de voto), poco a poco perdió relevancia mediática; según concluyeron ellos, por intereses económicos y falta de información en el electorado frente a la posibilidad latente de cambiar a los candidatos, si es que este voto obtuviera la mayoría.
Estos grupos, terminaron dando verdaderas cátedras democráticas de lo que podría significar el hecho de que su campaña tuviera una financiación parecida a la de los demás candidatos, una organización y una finalidad política, con grupos de interés y medios para posicionar mensajes de voto con una intención contraria a la del voto tradicional por las opciones circunscritas, lo que pondría en jaque al mismo sistema electoral, a los partidos y a la misma gobernabilidad de la ciudad más importante del país.
Al final, considero que los grupos se motivaron con lo que representa comunicativamente una campaña electoral y aquello que desde su disciplina pueden aportar para posicionar mensajes de manera estratégica, a través de los medios más adecuados, en cualquier tipo de organización o campaña, para este caso.
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