La construcción comunicativa del personaje y liderazgo de Emmanuel Macronde candidato a presidente de la República

Resum

The meteoric rise of Emmanuel Macron who, in less than two years has moved from aresigning minister to president of the French Republic, he is an example of the new way of leadership construction and how to connect with the environment and the electors. This thesis analyses the building process of the character and leadership of Emmanuel Macron based on the theories of charisma, leadership, political individualization and the new models of communication. It also studies how Macron and his team have used new tools and implication modes to create a political character, transmit their message and persuade the audiences. Among the novel aspects, or at least the aspects focused in a novel way, that we can extract from the investigation, there is the use of a narrative based on the controlled staging of this personal and intimate life through people media, the restoration of the interpersonal community communication, door-to-door, both in listening an data gathering format and in a traditional persuasive format, the use of data through Big Data techniques and algorithm design to improve messages and campaign actions and the construction of a political movement with techniques and methods inspired in innovative companies...