“How Capriles’s Campaigning Techniques Almost Worked”
In late 2012, Capriles ran for President of Venezuela against then-president, Chavez. Capriles obtained 44.5% of the popular vote, failing to win the election. Little did he know that less than 6 months later, he would be running for the position again after the death of Chavez left the Venezuelan presidency vacant. This time, he ran against Maduro in early 2013, and lost by less than 1.5% of the popular vote.
Capriles’s following increased drastically between both of the elections mentioned. I think this is due to his presence in social media, compelling rhetoric when addressing the country, and the fact that Chavez’s supporters formed a cult more than a political party. As he campaigned, Capriles used every platform available to speak to the public, whether this was the television (highly censored in Venezuela), radio shows, Twitter, Facebook, and even Instagram. In this way, he attempted to reach as many people as possible, and used compelling words to encourage people to vote for him. He was transparent, clearly detailing his purpose and the goals he would pursue if he were to be elected president; his plans focused mainly on improving the education system and healthcare system in the country, and modifying Venezuela’s foreign policy. The fact that he communicated his ideas in such a direct manner made him credible. Additionally, his academic career established ethos. By talking about the nation’s main issues (including inflation and murder rate) he showed how exigent it was for the country to have him as president. On social media, he directly replied to users’ comments, which made him real and approachable, someone who would fight for the people. He posted pictures and walked in protests to appeal to the common people. The audience seemed pleased with his performance as presidential candidate, as could be seen on his well-attended rallies.
For once, I thought my country would be free of Chavez’s party. I was wrong; Capriles lost the election. However, the difference in the popular vote was so slight that it gave members of the opposition, including my family, the hope that they needed to keep fighting for the future of the country.
Capriles has continued to be present both on the streets and on social media, campaigning day and night. Hopefully, his efforts will prove effective when the next presidential elections come around.