Last month, the government unveiled a new logo and slogan to be used for now on in all their PR campaigns. Simply called “Venezuelan Heart”, the idea is to present a human face to the Executive. But the argument kinda falls flat when you watch the brief video that explains the concept.
In the end, it’s not about the government at all, but about Hugo Chavez personally. Nothing more.
The campaign is probably influenced by Joao Santana, the Brazilian political adviser that helped Lula and Dilma to get resounding victories in 2006 and 2010 elections respectively.
This was confirmed during Chavez’s registration at the CNE and his following speech in Diego Ibarra Square. A brand-new logo and slogan was omnipresent throughout his rally and now on his personal website.
Chavismo will go for emotion and almost-religious fervor in the campaign, instead of running on its record. The two hearts complement each other at the center of Chavismo’s electoral narrative.
Before I go on, I must warn readers that this post will enter into Schemelian territory. Abandon all logic all ye who enter here. No complaints later.
The goal here is to establish the figure of Hugo Chavez not just as the key factor of the government or even the Bolivarian Republic, but as the very essence of the nation. He’s wants to make this election into a simple choice: it’s either sticking with him or absolute chaos.
Of course, the year-long telenovela that is his health condition will affect his campaign. Chavez could be physically limited, so he will depend mostly (beside a few tightly controlled personal appearances) on the “communicational hegemony” structure he has built over these years. Having a well-funded war chest (FONDEN and Chinese Fund included) will provide him the money advantage to outspend Henrique Capriles.
It’s true that he has used the sentimental factor before, but this time the high stakes for him and his political project force him to dial it up. He knows that the 14-year record of the Chaverment is filled with negatives, so he depending on the personal devotion of his base.
Unfortunately for him, his challenger is doing a very good job of getting voters by heart, too.
[Hat Tip: elfeto, for coining the term “Chaverment”.]