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A political campaign is a theatre representation of the confrontation among different forms of administrating power. In that act, the candidates’ different forms of reaction to present situations are introduced symbolically, which will demonstrate to the electorate what their administration would be like in the case of them forming part of the government.

Thus, in the act of anticipation that the elector experiences, projects that link the person to his society and his representatives will be presented.
In their structure, the campaigns have two key instances: the construction of the social signification of the electoral proposals and the struggle for the agenda of debate that is settled during the election.

In the first case, the social role that the candidate has for his electorate is worked on; such a role seeking to be a reference of efficiency, coherent with certain rules or being the pertinent representative for a specific context.

In its dynamics of a campaign, as opposed to the logic of products, what is important is the result of the rhythm and not of a sum of isolated moments, since at the moment of the election that rhythm is the one that will set the solidity of the candidate’s representation in the elector’s world.

Finally, a political campaign is a meeting with the collective sense, that is to say, the interpretation of reality and social hope in this way results in roads that are built for the candidates as well as for the electorate.

©Sebastian Guerrini, 2011

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