Mèdia i lideratge polític. El pes dels mitjans de comunicació en el màrqueting polític contemporani

This article examines the relationship between the political leadership and mass media. Television is of increasing importance in politics, and there is a progressive adoption ofthe present techniques ofpolitical marketing in the Spanish State as well. When candidates like Tony Blair (Labour), José Luis Rodríguez Zapatero (PSOE) or Artur Mas (CiU) have been accused of simply being products of marketing and nothing other than prefabricated smiles, this signifies a deep belief in the techniques of political marketing in the elaboration of today's political leaderships, a new way of doing politics that grows out of the new communication technologies.