Custom candidates How the candidate who won the Kirchner ´s was built?

Abstract

This article analyzes how was the process of building the political image of the candidate to national deputy for Buenos Aires Province, Francisco de Narváez, who defeated in mid-term elections of 2009 the official party ¨Frente para la Victoria¨, led by the former President Néstor Kirchner. We will explore how the media have promoted and facilitated the building process of Francisco de Narvaez image, achieving the approach of the candidate to the voters, humanizing him, showing him as a “common person”. The implemented Political marketing tools generated new communication channels between the candidate and the voters, they complemented the traditional personal contact relationships with “virtual” relationships, mainly through television, but also, for the first time in Argentinean political campaigns, with Internet, offering a candidate tailored on demand. The study of the social political context of 2009 campaign will let us identify and classify the mutation of the parties system in Argentina with the emergence of the electoral professional political parties where the campaign leader is positioned over the candidate.