40 | n┬║ 30, pp. 37-53 | doxa.comunicaci├│n

January-June of 2020

New job roles of the political leaders in infotainment television programmes

ISSN: 1696-019X / e-ISSN: 2386-3978

Table 1. Attributes (A) of the political figure according to the political and television logics

Television logic

Political logic

A1

Personalization

Personalization

A2

Media communication competence

Media communication competence

A3

Popularity

Popularity

A4

Good image (telegeny, dressing style)

Good image (telegeny, dressing style)

A5

Good diction

Good diction

A6

Gestural expressiveness

Gestural expressiveness

A7

Availability

Availability

A8

Gender (if parity is sought)

Gender (if parity is sought)

A9

Charisma

Charisma

A10

Tune with the public

Tune with the public

A11

Speech flexibility. Ability to adapt to different formats and styles

Speech flexibility. Ability to adapt to different formats and styles

A12

Simplicity of the message

Simplicity of the message

A13

Attention to the fact rather than to the process

Attention to the fact rather than to the process

A14

Polemist attitude (spur)

Rhetorical capacity for confrontation

A15

Negative criticism of the opponent

Negative criticism of the opponent

A16

Polarization of ideas

Ideological alignment

Ambiguity

A17

Reduction of production costs

Compensation below usual or payment in kind

A18

Ultimate interest: generate audience to get better advertising contracts

Ultimate interest: gain popularity and voters

Source: own elaboration

Personalization (A1) is a requirement in television as it needs to provide with a voice and an image in order to broad-cast ideas. Due to this requirement, politics is experiencing a parallel process with an increasing limelight of the leaders against doctrines, notions or collective organizations (Rebolledo, 2017), and as a result, there is an increasing concern of the candidate to create and maintain a profile facing his voters.

An important number of these attributes that are tracked in the mediatic politician are related with this personalization, among them, having a good image (telegeny) (A4), a clear and pleasant voice (A5), a pantomimic gestural expressiveness (A6), charisma understood as the talent to attract the audience through the speech and image (A9), and of course, the popularity which guarantees being recognized by the audience (A3). Another imperious feature of the political leader is to have media communication competence, that is, to understand how the media works and the codes that rule in it, in order to use them for their own profit (A2). There are also another kind of requirements that arise from the productive