The personalization of politics and the decline of traditional parties in the presidential campaign in Colombia 2018 [La personalización de la política y el declive de los partidos tradicionales en la campaña presidencial en Colombia 2018]

Abstract

The 2018 national elections in Colombia consolidated a phase of change and ideological evolution with respect to traditional voting trends. This consistency in the collapse of the political brands represented by the traditional parties, Liberal and Conservative, in the face of the rise of formations and discursive strategies based on personalization. The objective of the research is to analyze this phenomenon, emphasizing the evolution of the vote from a quantitative perspective, as well as to examine the political communication strategies that have favored this rise of personalisms to the detriment of traditional political brands. © 2023, Taller de Historia Política O.C.F.. All rights reserved.