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Isotopies of Chilean Political Discourse: TV Ads from the 2013 Presidential MATUS, P. Isotopies of Chilean political discourse CUADERNOS.INFO Nº 37 ISSN 0719-3661 Versión electrónica: ISSN 0719-367x http://www.cuadernos.info doi: 10.7764/cdi.37.739 Received: 04-07-2015 / Accepted: 09-21-2015 Isotopies of Chilean political discourse: TV ads from the 2013 presidential election Isotopías del discurso político chileno: el caso de la Franja Presidencial 2013 Isotopias do discurso político chileno: o caso do Horário leitoral Presidencial de 2013 PABLO MATUS LOBOS, Universidad Finis Terrae, Santiago, Chile ([email protected]) ABSTRACT RESUMEN RESUMO This paper shows preliminary results Este artículo muestra los avances de un Este artigo apresenta os resultados of a research about the discursive estudio sobre la representación discursiva preliminares de uma pesquisa sobre a representation and the imaginaries of y los imaginarios de los principales grupos representação discursiva e os imaginários the main political groups in Chile – políticos en Chile –la Nueva Mayoría y la dos principais grupos políticos no Chile the Nueva Mayoría and the Alianza–, Alianza–, a partir de las isotopías presentes -a Nueva Mayoría e a Alianza-, a partir from the analysis of isotopies in their en sus spots para el balotaje de la elección da análise de isotopias em seus anúncios TV ads for the ballotage of the 2013 presidencial 2013. Se concluye que mientras de TV para o segundo turno da eleição presidential election. It is concluded la campaña de Bachelet construye su discurso presidencial de 2013. Conclui-se que, that while Bachelet’s campaign builds desde una isotopía de la inclusión (“Todos enquanto a campanha de Bachelet its speech from an isotopy of inclusion con Michelle”), la de Matthei lo hace desde constrói seu discurso de uma isotopia (“All with Michelle”), Matthei’s does it una de la posibilidad (“Sí se puede”). Estos da inclusão (“Todos com Michelle”), from one of possibility (“It’s possible”). usos, respaldados por isotopías relativas a de Matthei o faz a partir de uma de These uses, backed by isotopies on a los programas de gobierno (derechos vs. possibilidade (“É possível”). Estes usos, government programs (rights vs. elección) y a sus perfiles en cuanto mujeres apoiados por isotopias em programas choice) and their profiles as women (cuidado vs. autoridad), permiten reconocer governamentais (direitos vs. escolha) (care vs. authority) allow to recognize los imaginarios tradicionales de cada sector: e seus perfis como mulheres (cuidado the traditional imaginaries of each sector: una centro-izquierda estatista y una derecha vs. autoridade) permitem reconhecer os a statist center-left side, and a right side de inspiración neoliberal. imaginários tradicionais de cada setor: of neoliberal inspiration. um lado de centro-esquerda estatista, e um lado direito de inspiração neoliberal. Keywords: Isotopies, 2013 presiden- Palabras clave: Isotopías, elección presi- Palavras-chave: Isotopias, eleições tial election, Chile, discourse analysis, dencial 2013, Chile, análisis del discurso, presidenciais 2013, Chile, análise de semiotics. semiótica. discurso, semiótica. •How to cite: Matus, CUADERNOS.INFOP. (2015). Isotopías Nº 37del / discursoDECEMBER político 2015 / ISSNchileno: 0719-3661 el caso / de E-VERSION: la Franja WWW.CUADERNOS.INFO Presidencial 2013. Cuadernos.info / ISSN 0719-367X, (37), 187-199. doi: 10.7764/cdi.37.739 187 MATUS, P. Isotopies of Chilean political discourse INTRODUCTION make a catalog of meanings or discover the correct The aim of this paper is to characterize, at least meaning, but to explain how, at a given moment of a in part, the representations and imaginary present given community, something makes sense (Magariños in the discourse of the major political sectors of the de Morentin, 2002, p. 22). country: the Nueva Mayoría [New Majority], a center- Semiotic perspective, therefore, not only involves left conglomerate, and the Alianza por Chile [Alliance the analysis of texts, but identifying those categories of for Chile], center-right. To achieve it, we will appeal to thought that justify that discursive use in society. This the identification and classification of redundant sets form of observation can be applied perfectly in the field of semantic categories -or isotopies- observable in the of Political Communication, given its interdisciplinary spots for the television time frame for the ballotage of character (Kaid, 2004a, p. Xiii) and the enormous the presidential election of 2013, in which Michelle diversity of methods used in it (Graber, 2004). Bachelet and Evelyn Matthei clashed. From this point of view, the study can be located in the field of Political Communication, although its THEORETICAL FRAMEWORK main ambition is to contribute to this area from the As anticipated, the aim of this study is to characterize, perspective of Semiotics. This possibility is explained at least in part, the representations and imaginary by the particular condition of semiotic analysis, which present in the discourse of the major political sectors distinguishes it over other methods of social research, in the country –the Nueva Mayoría [New Majority] including traditional content analysis and discourse: and the Alianza por Chile [Alliance for Chile]-, from its focus on the question of meaning. their TV ads during the ballotage of the presidential When speaking of sense, Semiotics seeks to define campaign of 2013. This ambition is supposed to explain a broader level of understanding of reality than the the conditions of electoral propaganda in Chile, define production of particular meanings. Formally the the concepts of representation and imaginary, and meaning is the correlative of all significant (Saussure, explain how they are linked, thus, seeing this way, they 1945, p. 93), i.e., an element in the structure of the are a double object of investigation. Finally the main sign. The question of the meaning goes beyond that. concepts for the semiotic analysis of the spots of the From the semiotics perspective, human beings live presidential TV space 2013 will be defined. in a world of sense (Greimas, 1973, p. 8), as the culture itself is a network of individuals and extended meanings CONTEXT: PRESIDENTIAL ELECTION 2013 (Zecchetto, 2002, pp. 29-30), which accounts both, In Chile the presidential elections are regulated by knowledge of reality, and attributes of the subject from the Constitution of the Republic and the Law 18700, this reality (Klinkenberg, 2006, pp. 88-90). And this is Constitutional Organic Law on Election and Vote possible because the sense implies significance, but also Count1. In the Constitution it is stated that the President direction, intent and purpose (Greimas, 1973, p. 12). of the Republic shall be elected by direct vote and an In other words, the problem of meaning is not pose absolute majority of the votes validly cast; if two or more to a human being, for the sense exists, it is imposed candidates are submitted and none of them gets more as evidence (Greimas, 1973, p. 8), it is present in than half of the votes, a second vote or ballotage among the collection that he has of the world around him the bearers with the first two relative majorities will be (Zecchetto, 2002, p. 188). From this, Semiotics can be done, and the one with the most votes (Constitution of understood in a more complex way, as the study of the the Republic, Article 26) will win. processes of meaning and sense in society. This was the case of the presidential election of If from Morris (1985, pp. 31-32) it is stated that 2013, on November 17th, with the participation of semiotics studies both relations between signs nine candidates. With a total of 6,585,808 votes validly (syntax) and between them and the objects they cast, the first two relative majorities were to Michelle represent (semantics), and the relationship with their Bachelet, candidate of the covenant Nueva Mayoría interpreters (Pragmatic), then the whole semiotic [New Majority] (3,075,839 votes, equivalent to 46.70%) perspective is not confined to the identification of and Evelyn Matthei, candidate of the Alianza por Chile meanings. The question of meaning does not seek to [Alliance for Chile] (1,648,481 votes, or 25.03%). CUADERNOS.INFO Nº 37 / DECEMBER 2015 / ISSN 0719-3661 / E-VERSION: WWW.CUADERNOS.INFO / ISSN 0719-367X 188 MATUS, P. Isotopies of Chilean political discourse The Nueva Mayoría [New Majority] is a center-left space of the first presidential vote in 2013 averaged political and electoral covenant –heir of the former 35.8 rating points in prime time (National Television Concertación de Partidos por la Democracia [Coalition Council [CNTV], 2013). of Parties for Democracy]- that groups the Partido Demócrata Cristiano [Christian Democratic Party] (PDC), REPRESENTATION AND IMAGINARY the Partido por la Democracia [Party for Democracy] The concept of representation implies the existence (PPD), the Partido Socialista de Chile [Socialist Party of an action by which a thing, image or idea that of Chile] ( PS), the Partido Radical Socialdemócrata somehow replaces reality or part of it (“Representation”, [Social Democratic Radical Party] (PRSD), the Partido S. F.) is created. Basically is this logic that is expressed Comunista de Chile [Communist Party of Chile] (PC), in at least five variants: the Movimiento Amplio Social [Broad Social Movement] • Semiotics Theories of the Sign. The most obvious (MAS) and the Izquierda Ciudadana [Citizen Left] (IC). case is Peirce (1986), for whom the sign or Michelle Bachelet is militant of the PS. The Alianza
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