S-au umplut drumurile judetene si spatiile centrale ale localitatilor de materiale publicitare destinate campaniei electorale. Pe de o parte este un lucru firesc, este normal ca partidele si candidatii sa foloseasca toate modalitatile de comunicare pentru a isi transmite mesajele catre cat mai multi subiecti, data fiind perioada scurta de campanie.
Pe de alta parte, parcurgand in ultimele saptamani judetul cu masina, nu pot sa nu constat ca utilizarea agresiva si in cantitati uriase a sistemelor de afisaj stradal poate sa le aduca deservicii chiar candidatilor care isi pun figura pe acele suporturi. In functie de culoarea politica a primarului localitatii, asezarile maramuresene au devenit sorcove unicolore politic, figura candidatului respectiv fiind afisata excesiv in foarte multe din spatiile publice.
Oamenii pot interpreta omniprezenta semnalelor publicitare ca si agresiune asupra propriei intimitati, se pot intreba cam cati bani au costat reclamele acelea si cam de unde provin acele fonduri si se poate ca de la o atitudine pozitiva sau indiferenta fata de un candidat sa se ajunga foarte repede la un sentiment de respingere, de intoleranta. Se vede din avion ca niciunul dintre partidele mari nu dispune de oameni calificati pentru derularea unei campanii, singurul criteriu de derulare a acesteia fiind heirupul. Predomina cantitatea in dauna inteligentei si calitatii, iar solutiile de promovare alese tin de exagerare si de afisarea unei puteri si unei autoritati rudimentare si masive. Se arunca astfel foarte multi bani pe fereastra, ceea ce dovedeste inca o data, daca mai era nevoie, ca fondurile de campanie nu sunt bani munciti si dramuiti cu intelepciune, ci provin din diverse manevre clasice de coruptie si deturnare de fonduri. Mentalitatea conform careia banii se pot cheltui aiurea, fiindca nu sunt ai nostri, ci ai statului, veche de zeci de ani, este inca stapana pe inteligentele rudimentare ale multor conducatori de partid.
Lasand aceste aspecte la o parte, as apela la doua exemple concrete de gafe majore de marketing politic, intalnite in judet si as expune cateva argumente ce tin de bazele marketingului, pe care orice student mai rasarit din anul 1 de la stiinte economice ar fi putut sa le dezvaluie conducatorilor locali de campanie, daca ar fi avut cine sa asculte aceste lucruri simple. Fiindca in mod real in Maramures lupta se duce doar intre cei doi mari grei, Ponta si Iohannis, am ales din portofoliul lor de exprimari publice doua situatii concrete care dovedesc amatorismul si talentul de a se auto-faulta al celor care pun in practica aceste campanii.
Mai intai, PSD: pe acelasi banner (pus intre stalpi pe strada sau afisat pe Internet) apar Victor Ponta, un personaj cu notorietate masurata de peste 80% si, in functie de zona judetului, figura cate unui parlamentar al PSD din judet, individ care, oricare ar fi el, cu toata generozitatea si intelegerea, nu a excelat nici la activitati in contact cu cetatenii si nici nu are la dispozitie calitati individuale de comunicare si mijloace eficiente de transmisie ca sa depaseasca un maxim de 15% in acelasi capitol al notorietatii, credibilitatii sau autoritatii. Asadar, fortand putin expresia, mesajul bannerului este ca un anonim care are ceva functie in parlament il introduce si il recomanda pe Ponta, o persoana cu o imagine de sute de ori mai bine definita si cu o identitate solida in viata publica.
Suna la fel de prost, de neinspirat si de comic ca si campania de acum cativa ani din sectorul 5 al Bucurestiului, cand pe panourile publicitare aparea profesoara universitara Ecaterina Andronescu, o persoana cu o notorietate si o credibilitate remarcabile la acea vreme, plus mesajul „garantat Vanghelie”. Muci suflati perpendicular in oala cu fasole. Acea campanie a fost data de mii de ori ca exemplu de inadecvare si de daune de imagine auto-provocate, fiindca „academicianul almanahelor”, Vanghelie, nu are cum sa se constituie intr-o garantie pentru o persoana cu care nu are cum se masura. Asadar, domnii parlamentari locali ocupa in mod daunator suprafetele de afisaj, deturnand atentia alegatorilor de la persoana promovata si cauzandu-le alegatorilor indecisi o nedorita confuzie.
Trecem la tabara Aliantei Crestin-Liberale si prezentam o imagine din Baia Mare, chiar de la sediul de campanie al PNL si al candidatului Iohannis, care ilustreaza cum mai bine nici ca se poate ideea de Romanie a lucrului foarte prost facut, improvizat si amplasat in mod daunator chiar pentru propriul candidat. Se vede limpede ca acest banner a fost comandat la dimensiuni eronate, nepotrivite cu spatiul de expunere si ca amplasarea acestuia este facuta intr-un stil care respira improvizatie, graba, tendinta de a bifa o actiune dintr-o lista, fara a tine cont de detalii. Liberalii s-au trezit, după amplasarea bannerului, ca nu mai pot intra in propriul sediu si atunci au facut frumusel o gaura cu bolta in banner.
Pai cum sa vorbesti despre lucru facut nemteste, sanatos, durabil, muncit cu cap, cand reusesti sa afisezi reclamele candidatului tau fix in acest mod? Poza de mai sus a inceput sa circule pe Facebook si multa lume s-a exprimat critic sau ironic legat de improvizatia de amatori prin care s-a afisat o reclama care vorbeste tocmai despre lucrul bine facut. Si ce credeti ca s-a intamplat? Ei bine, acelasi creier genial care a comis prima gafa a gasit o solutie la fel de inteligenta. Comentariile se opresc, fiindca nu mai au rost dupa o astfel de rezolvare:
Suntem in Romania anului 2014, la aproape 25 de ani de la primele alegeri libere. In afara modernizarii suporturilor de afisaj, a tehnicilor de productie si a materialelor utilizate, nu se simt progrese majore in calitatea continutului de idei livrat de echipele candidatilor si in stilul de lucru al strategilor de campanie.
La fel ca acum 100 de ani, campaniile de comunicare politica sunt puse in practica de oameni care cred ca ciomagul si confiscarea suprafetelor sunt mai eficiente decat inteligenta si valoarea ideilor si principiilor, iar demolarea televizata sau prin mesaje viralizate online a adversarului sunt mai cautate si mai uzitate decat exprimarea rafinata si impachetarea placuta si convingatoare a propriilor idei si propuneri.
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