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Symbolism and the construction of political products: analysis of the political marketing strategies of peruvian President Alejandro Toledo by Pedro Patrón‐Galindo is a Business, Management and Accounting article available to read on EtoBox.

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## Abstract This paper introduces a discussion on how to construct and systematise symbols constructions that serve to define the guidelines for political discourses, using rhetorical methodology. It analyses the political marketing strategies of current Peruvian President Alejandro Toledo and, more specifically, his efforts to recover popularity after one‐and‐a‐half years in office. The fundamental hypothesis is that Toledo has not been able to construct a solid character (apart from being in opposition to Alberto Fujimori), who would be the protagonist in the ‘story’ of solving the real problems of the people, which, according to the opinion polls, are lack of employment, lack of opportunities, and lack of money for daily expenses. The rhetorical approach, based on Kenneth Burke's Dramatism Theory, is useful for understanding the construction of the political spectacle, the scene where all the marketing strategies and tools are applied. Copyright © 2004 Henry Stewart Publications

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Author

Pedro Patrón‐Galindo

Publisher

John Wiley and Sons; Wiley (John Wiley & Sons); Wiley-Blackwell; Wiley (ISSN 1472-3891)

Published

2004

Language

EN

Field

Business, Management and Accounting (Social Sciences)