ABSTRACT
With the end of the National Front, and later the signing of a new Constitution in 1991, Colombian democracy became a more competitive political system. At the same time, party allegiances suffered an important decline, especially among urban and young citizens (Duque, 2014). These political transformations contributed to the emergence of a volatile electorate, which is more sensitive to campaign appeals than it was in the past (Jimeno & Acevedo, 2001). As a consequence, political parties and candidates changed the way they relate with voters. Although old-fashioned ways to promote a candidate – public speeches and events – continue to be used, modern campaign techniques play a key role in electoral contests, particularly in presidential elections.
