Proximity: an alternative to face the problematization of politics and its communication.

Abstract

The intense and permanent political hostility, the dichotomous simplification and positional issues of the leaders, as well as the impossibility of dialogue and negotiation between the parties and their leaders, are generating weariness in people, which in turn marginalizes them from public conversation and political life. The first problem with the dynamics of rupture is its circularity and centripetal movement. This process entails its feedback, because the very forces of political communication are drawn into the center of this circuit. The second problematic issue is that societies are becoming fractured, losing their sense of commonality and their quality of governability, while politics - that which can potentially reestablish coexistence, order, stability and governability - is also losing its framework for action and its means.
This exposition is based, as a hypothesis, on the fact that this destructive march of society and politics can be reversed. For this, as an objective of this work, it is necessary to inquire about this reality and explore the alternatives to face the problematization of the field, within the scope of the concept of proximity politics that is proposed and argued. The research approaches this approach with a propositional sense. Therefore, it is a question of formulating some strategic uses of the thematization in political communication, as well as a typology of social and political discourses that can contribute to break this vicious circle, using the resources of the proximity politics that is formulated and developed in this work.
Widespread problems or concerns can be used strategically in communication campaigns for proximity purposes. Some of these uses are the identification, prominence or ownership of one or several main issues or problems, or their relevance; the proposition of solutions, including motivations to action; conciliation, openness or proximity; affirmation instead of negativity when referring to public problems; the enumeration of causes or indicators of a problem; symmetry to put or keep oneself at the level of a contender who demonstrates more mastery over an issue.