When arriving is to come back. Axel’s Kicillof audiovisual election campaign for governor of Buenos Aires Province

Abstract

A series of television spots that the Frente de Todos coalition broadcast for the 2019 Buenos Aires Province elections introduced an element into the visual frame which attracted certain degree of media attention. There are about a car in which the leader of the political binomial, Axel Kicillof, toured the insides of Buenos Aires in order to make his party retake power on that territory, after a period of four years governed by the political coalition Cambiemos. In our study, we believe appropriate to examine, from that vehicle and other surface operators, the diegesis that went through the propaganda announcements that we could call Arriving, because the elements, spaces and situations that makes them up reveal a connoted meaning that is broader than the meeting between the candidates and the voters. The methodology consisted in the realization of a corpus of observation units, according to the plot dimension that unifies them and the referential spaces in which the plot of the spots takes place. The expected impact consists in a study of the political spots’ visual frame, due to that technical devices of propaganda concerning electoral party politics constitute pertinent samples to examine a substantial aspect of contemporary visual culture.