La política colaborativa debe empezar compartiendo conocimientos en un clima de prácticas y prototipos de intervención política y social. Innovando juntos, aprendiendo y compartiendo. No hay otro camino. El respeto —imprescindible— nace cuando compartes. ¿Se puede colaborar con quien desprecias? No, seguro que no.
La estrategia del equipo de comunicación de Macri —audaz en la experimentación digital— se basa en combinar las dos herramientas: la frescura de los vídeos de Snapchat con la potencia multiplicadora de Facebook; el lenguaje irreverente de los millennials con el discurso político institucional.
El candidato se enfrenta a un conflicto de intereses. Sabe que todo puede cambiar —y mucho— si en la búsqueda de un acuerdo de investidura (y de legislatura) pone su nombre como una variable decisiva. Rajoy pide a los demás sentido común y patriotismo. ¿Y qué se pide él a sí mismo?
Donald Trump sabe cómo llamar la atención y como conseguir difundir exponencialmente su comunicación, que es omnipresente: escribe sus propios tuits y hace llamadas constantes a programas de televisión, o acude a ellos. Y a los medios les encanta no tanto por quién es o lo que dice, sino porque consigue audiencias increíbles si se compara con el resto de candidatos.
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