Resumen

ABREU COLOMBRI, José. Political Communication and Electoral Strategy in Donald Trump´s Campaign. Temas debates (En línea) [online]. 2023, n.45, pp.87-104. ISSN 1853-984X.

The appearance of businessman Donald John Trump on the US political scene had great media and social significance from the moment his candidacy for the 2016 Republican primaries was announced. In both the academic and journalistic dimension, rhetoric and the Trump agenda have generated a breakdown of the previously established order to analyze electoral processes. Placed outside the Republican Party ruling party, the candidate was able to excite all sectors of conservative "America" and expand the social mass of his party through an undoubtedly aggressive and ambitious electoral strategy. This strategy was based on a transformation of the standards on which political communication was conceived and the dissemination of political programs to citizens. The Republican campaign was able to neutralize Hillary Clinton's political initiative and the Democratic Party's budgetary superiority through a speech full of promises and allusions directed at citizens who were still suffering from the economic consequences of the 2008 financial disaster.

Palabras clave : Donald John Trump; 2016 presidential election; Republican Party; United States of America.

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