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Botero, Julio Cesar


"Political Marketing: Barack Obama and the Latino Vote," is an analysis of political marketing (PM) strategies that emerges from the importance of the 44th President of the United States for his innovative initiatives in Latino voter cooptation in 2008. This research seeks to answer the question: What were the political marketing strategies employed during the first presidential campaign of Barack Obama, which were consolidated to generate a significant participation of Latino voters in the 2008 elections in the United States? To describe and analyze the MP's tools in the electoral process and in identifying how the Latino population is being focused on the country. It seeks to establish the pertinence of the subject in the field of International Relations, understanding that the use of the PM can be applied in political scenarios as diverse as in totalitarianisms and representative democracies as is the case of the present study, in which it is analyzed American democracy. The methodology applied in this research is mixed from a qualitative approach from the descriptive analysis carried out to various documentary sources; in addition, to base its study from a theoretical framework centered in the theory on the Globalization, which indicates to indicate the conditions in which the political campaign of Barack Obama in the year 2008 was developed.As for the research line of the University of La Salle, which is in line with the present study, the area of citizenship, ethics and politics, is the right one. This contributes to the development of knowledge, generating the need to rethink the way in which citizens interrelate with each other and with the State, and how the relationship between politics and citizenship ensures that the initiatives of different groups of citizens guaranteed access to power. It is for this reason that within the specific objectives of this research line, a relation with the subject of an investigation can be found, since a subject is recognized in its political actions and in its actions as citizens, which generates that this and the subjectivities in ethical referents, politicians and citizens are subjects of the object of study of the work to be developed. It is also expected to describe why the 2008 electoral victory of Barack Obama was the result of a series of actions and strategies of the PM, which focused on seeking the support of the entire electorate, concentrating the efforts of the campaign together with people who would have lived in the country, taking into account, in this way, in the Latino electorate and in the needs of this one, the previous ones did not have a relevant focus of attention in the electoral campaigns, nor obtained more attention on the part of the candidates to the presidency

Palabras clave

Estrategias de búsqueda, Tácticas políticas, Registro de votantes, Campañas publicitarias

Licencia Creative Commons

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Fecha de elaboración


Programa académico

Negocios y Relaciones Internacionales


Facultad de Ciencias Económicas y Sociales