El uso estratégico del humor en la gestión de la imagen del políticoel caso de Esperanza Aguirre
ISSN: 2172-0223
Year of publication: 2019
Issue Title: Retos y perspectivas de la comunicación política
Issue: 39
Pages: 50-57
Type: Article
More publications in: Más poder local
Abstract
Humor belongs to the arsenal of communication tools that politicians can use to manage their public image. However, such a tool entails several risks, and its effective use requires a mastery of tone and a dosing of messages depending on the impact they can have on audiences. In contrast to other remarkable examples of a fundamentally “aggressive” use of humor, this paper examines the varied registers in Esperanza Aguirre’s humor strategy, from her debut in the front line of Spanish politics as a minister targeted by the satirical TV show Caiga quien caiga to the last news stories she was featured in after resigning as president of the Community of Madrid.