Evolución y transformación de símbolos y marcas en campañas electorales de Argentina y de Río Negro (1983-2015)

Abstract

Since the presidential elections in 1983, Argentina has undergone an evolution of the strategies in the elaboration of the graphicdesign elements, especially in political campaign posters. In the provincial elections, many of these elements were recovered in the development of campaigns for the local candidates. Observing the variations, transitions and alliances of the social and political movements over time, the weight of the identifying signs of the most traditional and majority parties —PJ and UCR— has been personalized or individualized, so the candidates have been positioned over the parties. From the perspective of graphic design, this article provides a review of some campaigns of candidates running for governor in Río Negro, on the basis of a series of paradigmatic examples in which I analyze the functioning and possible meanings generated by different symbols in some electoral, traditional or short-term forces.