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Universidad De San Carlos De Guatemala UNIVERSIDAD DE SAN CARLOS DE GUATEMALA ESCUELA DE CIENCIA POLÍTICA “INTERPRETACIÓN SOCIOLÓGICA DE LA INFLUENCIA DE LA PROPAGANDA POLÍTICA EN LAS ELECCIONES GENERALES REALIZADAS EN GUATEMALA (1995,1996 Y 1999).” POR JOSE ADALBERTO RECINOS ORELLANA Al Conferírsele el Grado Académico de LICENCIADO EN SOCIOLOGIA Y, el Título Profesional de SOCIÓLOGO Guatemala, octubre de 2009 D E D I C A T O R I A A: MI FAMILIA A: LA UNIVERSIDAD DE SAN CARLOS DE GUATEMALA A: LA ESCUELA DE CIENCIA POLITICA A: MIS CATEDRATICOS A MI ASESOR: LIC. LUIS ALFONZO BETETA A MI REVISOR: LIC. MANUEL RIVERA AL: CENTRO DE DOCUMENTACION DE LA ESCUELA DE CIENCIAS DE LA COMUNICACIÓN. A MIS AMISTADES Y A TODAS AQUELLAS PERSONAS QUE ME APOYARON DIRECTA O INDIRECTAMENTE EN LA REALIZACIÓN DE ESTE TRABAJO. I N D I C E Pag. INTRODUCCIÓN........................................................................................................l CAPITULO I 1. MARCO TEORICO PARA EL ESTUDIO DE LA INFLUENCIA DE LOS MEDIOS DE COMUNICACIÓN EN LOS PROCESOS ELECTORALES…........….……..4 1.1 FUNDAMENTOS CONCEPTUALES................................................ .........4 1.1.1 La Comunicación Social........................................................4 1.1.2 La Publicidad y la Propaganda Política.................................6 1.1.2.1 La Publicidad......................................................................6 1.1.2.2 La Propaganda Política.......................................................7 1.1.2.3 Propaganda y Publicidad: Diferencias Conceptuales.......11 1.1.2.4 Influencia, Manipulación y Persuasión Política.............13 2. PRINCIPALES TEORIAS EN TORNO A LA COMUNICACIÓN Y LA PROPAGANDA POLÍTICA.......................................................................19 2.1 Teoría Funcionalista.........................................................20 2.2 Teoría Estructuralista........................................................22 2.3 Teoría del Materialismo Histórico y Dialéctico.................24 CAPITULO II 1. ANTECEDENTES HISTÓRICOS DE LA PROPAGANDA Y MANIPULACIÓN POLÍTICA EN GUATEMALA...............................................................................29 1.1 ANTECEDENTES DE LA COMUNICACIÓN SOCIAL…………………29 1.1.1 La prensa escrita..................................................................29 1.1.2 La radiodifusión....................................................................30 1.1.3 La televisión.........................................................................31 1.1.3.1 Antecedentes de la televisión en Guatemala...................33 2. ANTECEDENTES HISTÓRICOS Y SOCIO-POLÍTICOS DE LA PROPAGANDA POLÍTICA EN GUATEMALA…....................................................34 . 2.1 Período de 1954-1984.........................................................34 2.2 Período de la Transición Democrática a partir de 1985........37 CAPÍTULO III 1. PRESENTACIÓN DE RESULTADOS DE LA INVESTIGACIÓN DE CAMPO……38 1.1Resultados de la Entrevista Estructurada de carácter focal….39 1.2 Resultados de la investigación hemerográfica........................53 1.3 Análisis de contenido de spots difundidos en televisión…....66 2. SINOPSIS DEL TRABAJO DE CAMPO..................................................................70 CAPÍTULO IV 1. ANÁLISIS SOCIOLÓGICO DE LA MANIPULACIÓN DE LOS PARTIDOS POLITICOS A TRAVÉS DE LOS MEDIOS MASIVOS DE COMUNICACIÓN EN LOS PROCESOS ELECTORALES……………….……………..................................74 1.1 Implicaciones sociológicas de la propaganda y manipulación en medios masivos de comunicación social de los comicios electorales de 1995, 1996 y 1999.............................................................................................................80 1.1.1 Elementos que intervinieron en la propaganda política de las elecciones de 1995, 1996 y 1999...........................................................................87 1.1.2 Diferencias y similitudes de ambas elecciones.....................................91 1.1.3 El contexto de las elecciones................................................................98 1.1.4 Necesidad de la manipulación política................................................101 1.1.5 Regulación de la propaganda política…..…........................................103 CONCLUSIONES........................................................................................................106 RECOMENDACIONES...............................................................................................112 BIBLIOGRAFÍA...........................................................................................................114 ANEXOS.....................................................................................................................117 Debido al avance tecnológico con la publicidad y la propaganda en la televisión, los hombres vivos se vuelven cosas y las cosas cobran vida. Armand Mattelart. INTRODUCCIÓN El presente trabajo de investigación de tesis titulado “Interpretación Sociológica de la Influencia de la Propaganda Política en las Elecciones Generales realizadas en Guatemala (1995, 1996 y 1999).”, constituye la culminación del proceso formativo de la Licenciatura en Sociología, de la Escuela de Ciencia Política de la Universidad de San Carlos de Guatemala. La realización de la investigación se sustentó en un amplio proceso de investigación bibliográfica, documental y de campo, con el objeto de fundamentar teórica y empíricamente el objeto de estudio, para lo cual se consultó fuentes primarias y secundarias. La investigación se orientó en objetivos generales y específicos y una hipótesis; sin embargo aquí se describen los objetivos torales: a) comprobar que la propaganda política se basa fundamentalmente en la manipulación del voto del electorado, b) caracterizar la prevalencia de los procesos de marketing electorales en ausencia de proyectos políticos programáticos de desarrollo nacional y c) conocer y analizar los procesos de manipulación electoral mediante los medios masivos de comunicación en las coyunturas eleccionarias de 1995,1996 y 1999. -I- Dicho proceso investigativo, se fundamentó en la formulación hipotética la que consiste en afirmar que, los procesos políticos en Guatemala han privilegiado la propaganda para manipular el voto del electorado, difundida a través de los medios masivos de comunicación social, especialmente la televisión, lo cual ha incidido a favor de determinados partidos y candidatos políticos; convirtiéndose en el mecanismo que contribuye fuertemente para la ascensión al poder político del Estado; soslayando de esta manera los proyectos de nación. Se menciona especialmente a la televisión, porque es el medio de comunicación más idóneo, de carácter integral y el más efectivo en la obtención de resultados electorales que cualquier otro medio de comunicación, esto no significa que los otros medios masivos de comunicación social no tengan importancia al realizar propaganda política. Con el objeto de determinar la objetividad del juicio planteado anteriormente y para efectos de presentación del informe, en este contexto, se particulariza cada capítulo de la forma siguiente: En el primero; se da a conocer el marco teórico conceptual de carácter orientador para el estudio de la influencia que ejercen los medios de comunicación en los procesos electorales, en el cual, se sistematiza la teoría y conceptos fundamentales para el abordaje del problema objeto de estudio. En el segundo capítulo; en forma sintetizada, se plantean los antecedentes históricos de la propaganda y la manipulación política en Guatemala, abordando aspectos asociados al surgimiento y desarrollo de los principales medios de comunicación social y de la influencia de la propaganda política, en los procesos electorales. -II- En el tercer capítulo; se dan a conocer los resultados del trabajo de investigación de campo efectuado, para lo cual se realizaron entrevistas a informantes claves, que incluyó expertos de distintas organizaciones e instituciones vinculados al problema objeto de estudio, asimismo se realizó una investigación hemerográfica y se hizo un análisis de contenido a spots difundidos en televisión. Como producto de dicha investigación de campo se expone una sinopsis general de la misma. El cuarto capítulo; reviste particular importancia dado que en el mismo se realiza un análisis sociológico de la propaganda y manipulación que hicieron los dos partidos políticos ganadores a través de los medios masivos de comunicación social en las dos coyunturas político-electorales. Finalmente, se exponen las conclusiones y recomendaciones que se basan en una metodología específica; pues se trata de las relaciones entre los partidos políticos, propaganda, manipulación y medios masivos de comunicación social, el tema fue abordado desde la óptica de las teorías sociológicas, pues temas de esta naturaleza realizados se han sustentado básicamente con enfoque en las teorías de la comunicación y otros desde la perspectiva de la Ciencia Política, pues en estudios con estos enfoques se ha destacado mas lo fenoménico, el carácter técnico, resultados y logros de la propaganda política a través de los medios. -III- 4 CAPITULO I 1. MARCO TEORICO PARA EL ESTUDIO DE LA INFLUENCIA QUE EJERCEN LOS MEDIOS DE COMUNICACIÓN EN LOS PROCESOS ELECTORALES 1.1 FUNDAMENTOS CONCEPTUALES 1.1.1 La Comunicación Social Desde el punto de vista teórico-conceptual, la comunicación social se entiende como un acto de relación entre dos ó más sujetos, mediante el cual un símbolo significativo, es empleado para lograr una equivalencia
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