The video of Macri, under the magnifying glass: spontaneity "controlled" and attempt of demonstration of "sensitivity"

It was just over five minutes. But they managed to rekindle the debate on official communication, its shifts, its effectiveness and its sense of opportunity.

Consulted by
THE NATION, speech badysis specialists and pollsters took a close look at the video with which

Mauricio Macri

participated in the announcement of
economic measures that a few minutes later, three of his ministers detailed in press conference.

Why this format was chosen, usual in the communication of Cambiemos but not published in some of its characteristics? What the video says beyond the dialogue between the president and the president
Adriana, a Colegiales neighbor she had visited last year? Is this type of communication effective in a crisis context?

For the semiologist and language badyst, Gastón Cingolani, Macri's video with Adriana is a direct response to "doing something," the badertion of this Urio worker who surprised the president in the middle of 39, an act committed at the end of February. It has also been recorded on video.

"Here the dialogue between the president and a desperate person repeats itself, but in a controlled environment." listen also worried, "synthesized the specialist.

In the same vein, he described the video broadcast today as a "staging" in which the "spontaneity" of the whole situation "is under control". "The video simulates a film made with a mobile phone, it maintains the ambient sound and interposes, it lacks feats, but armed, it is an attempt of personal video that seeks to generate and transmit a proximity while transmitting an official message, "added Cingolani. .

In addition, he said that the video was a new attempt by officials of the official communication to fight what he called "Macri problems related to spontaneity", which he described as " the weakest flank of his communication ".

According to Orlando D'Adamo, speech badyst and director of the Center for Public Opinion of the University of Belgrano, the video that the government released today is a "campaign" that "remains in keeping with the 2015 campaign "and, at the same time, C & # 39; is an" advance "of what will be this year's election campaign. "What is atypical is that this format, so common for Change in campaign, is used to communicate management," he warned before the consultation.
THE NATION.

"In a crisis situation, presenting the information in this way is not the best idea, it is a risky approach that has achieved the goal of attracting attention, but that does not fit the situation, "said Dr. Adamo. And he added: "Finding the proximity of people in a campaign situation is always desirable, but in this context, I allow myself to doubt its effectiveness."

"Stigmatization of insensitivity"

For Lucas Romero, director of the consulting company Synopsis, the video with Adriana is a "tool" with which Macri "seeks to exorcise the stigma of insensitivity" and to refute the perception that it is "a government for the rich who governs for the rich ".

For his part, the interviewer described the video as a "milestone" between the communication that the government was deploying so far and the one that "was inaugurated" today. "This ended the speech that had to be endured, which was aimed at the hard core, the voter convinced Macri and began the speech that seeks to demonstrate that the government understands and listens to the suffering of people who suffer the crisis ", Contraste Romero.

The change of target and recipient is not occasional. According to the badyst, he responds that, for the first time until now in the government of Cambiemos, the polls question Macri's ability to beat Cristina Kircher in a possible tie-up.

In this reading, Adriana's choice as co-star of the video is not a coincidence. "The government has to address the largest sector of the electorate, the lower middle clbad, the people who suffer and the state does not succeed," Romero said.