En el primer debate presidencial, Hillary Clinton ganó con mejor, más sutil y profunda inteligencia emocional. Conquistó a la audiencia de la sala, de Internet y, quizá, de los espectadores.
Los electores, en tiempos de zozobras y preocupaciones, han apostado por algo más que su continuidad. Han confiado en un estilo parecido (Alberto Nuñez Feijóo e Iñigo Urkullu) que ofrece garantías y solvencia. Liderazgos sosegados, maduros, contenidos. Capitanes confiables. Navegación prudente.
No es extraño que un debate tuitero tenga una gran relevancia política, a pesar de las limitaciones de este formato. Los votantes españoles, por ejemplo, consideran que Twitter es la mayor plataforma de influencia política.
La política colaborativa debe empezar compartiendo conocimientos en un clima de prácticas y prototipos de intervención política y social. Innovando juntos, aprendiendo y compartiendo. No hay otro camino. El respeto —imprescindible— nace cuando compartes. ¿Se puede colaborar con quien desprecias? No, seguro que no.
La estrategia del equipo de comunicación de Macri —audaz en la experimentación digital— se basa en combinar las dos herramientas: la frescura de los vídeos de Snapchat con la potencia multiplicadora de Facebook; el lenguaje irreverente de los millennials con el discurso político institucional.
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