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Discurso visual en la comunicación gubernamental del Ecuador: = propuesta = de = análisis

 

Visual discourse in the government<= span lang=3DES style=3D'font-size:13.0pt;mso-bidi-font-size:11.0pt;line-height:97= %; mso-font-width:116%'> communicati= on of ecuador: analysis proposal

Resumen:

El pre= sente artículo parte de la problemática del uso político de la Marca País “Ecuador ama la vida”, como telón de fondo de la comunicación gubernamen- tal del expresidente= ecuatoriano Rafael Correa. En este sentido se indaga en el discurso político visual del mismo desde una perspectiva sociosemiótica y con foco en la enunciaci&oa= cute;n como proceso de creación de sentido. Todo ello a la luz de una práctica c= omunicativa que abre el debate respecto a la permanencia y uso particular de la marca en cuestión de la mano de los nuevos gobernantes al poder. Se establece entonces un análisis de tres de las imágenes fijas que circula= ron en la plataforma oficial de Facebook de Correa, que dan cuenta del problema planteado.<= span style=3D'letter-spacing:-.45pt'> Las mismas seleccionadas por su referencia directa y re- iteración con dos de las formas de comunicación del exmandatario: el “Enlace Ciudadano” y las obras públicas construidas durante su mandato.

Palabras clave:

Análisis del discurso visual; comunicación de gobierno; enunciación; Marca País Ecuad= or; Rafael Correa.

Abstract:

This article is about the problematic of the political = use of the Country Brand "Ecuador loves life" as a backdrop of the governmental communication of the Ecuadorian president Rafael Correa. In thi= s sense, it is investigated in th= e visual political discourse of the same from a sociosemiotic perspective and with focus on enunciation as a pro= cess of sense creation. This in the light of a communicative practice that opens = the debate regarding the permanence and particular use of the brand in question = by the hand of the new rulers to <= span style=3D'letter-spacing:-.15pt'>power. An analysis is then establishe= d of three of the still images that circu- lated on Correa's official Facebook platform. The same selected for their di- rect reference and reiteration with two of the forms of communication of the exleader: the Citizen Link and the public works built during his Government.

Keywords:

Analysis of visual discourse; Government Communication; enunciation; Country Brand Ecuador; Rafael Correa.

Sumario= . 1. Introducción. 2. Desarrollo 2.1. Comunicación de Gobierno de Rafael Correa: figura política y medi= os. 2.2. La imagen fija en el despliegue de la comunicación guber- nament= al: fotografía y contexto. 2.3. Modelo de lectura: variables y dimensiones para el análisis de la imagen 3. Análisis del discurso visual en la comunicación gubernamental del Ecuador. 4. Conclusiones.

Como citar: <= /span>González Maldonado, C. & Puga Hermosa, D. A. (2018). Discurso visual en la comunicación gubernamental del ecuador: propuesta de análisis. &Ntild= e;awi: arte diseño comunicación, Vol. 3, Núm. 1, 59-74


 

1. Introducción

La relación en= tre figuras políticas y Marcas País es un tema que ha suscitado cierto interés en los últimos años, pri= ncipalmente en los países latinoamericanos<= span style=3D'letter-spacing:-.4pt'> donde “algunos presidentes la han converti- do en una campa&ntild= e;a política presidencial y no como una estrategia de branding perdurable y blindada a = los efectos del pensamiento ideo- lógico de un presidente (Echeverri, 2014). Ello sin tener en cuenta que la Marca País pertenece “teóricamente, al Estado, a la nación, no al gobierno” (Chaves, 2009).

En relación a = lo anterior, el presente artículo cobra relevancia dada la ausencia de investigaciones nacionales y rigurosas sobre el tema en cuestión; además, incorpora al Ecuador en el debate crítico sobre el fen= ómeno empírico de la Marca País vinculada a lo político. Todo lo cual se encuadrará en el marco de la existencia de tres marcas nacionales concebidas desd= e el año 2001, de la mano de los sucesivos gobernantes al poder. La primera, a cargo del presidente ecuatoria- no Gustavo Noboa; la segun= da surge en el 2004, a manos del nuevo mandatario Lucio Edwin Gutiérrez;= y la tercera Marca País analizada será “Ecuador a= ma la vida”, proyectada en el 2010 durante la gestión de Rafael Correa. De esta última interesará, en particular, el fenóme- no de su uso político en el contexto de la comunicación de Gobierno del expresidente.

El objetivo, entonces= , es indagar la enunciación desde un enfo- que discursivo. Y ello a la luz de una práctica comunicativa med= iática acontecida a través de la Internet y en particular mediante la cuenta oficial en Facebook de la Presidencia de la República del Ecuador.

A nivel metodol&oacut= e;gico, se propone un análisis del discurso visual de tipo informativo mediante una investigación cualitativa que con- sidera para el estudio, y en complemento a lo enunciativo, las dimen- sione= s morfológica y compositiva. La selección de las imágenes res- ponde a una muestra representativa intencionada de tres fotografías provenientes de un corpus de 300 que ha sido objeto de estudio de una investigación doctoral. La lógica para escoger las mismas se sus- tenta en la circulación de dos de las formas más recurrentes de co- municación gubernamental= del mandatario, que adicionalmente dan cuenta de la relación entre la Marca País y el líder al poder. La primera forma es el acto político-gubernamental denominado “Enlace Ciu- dadano”; la segunda forma se vincula directamente a la presencia de Correa en la inauguración de Obras Públicas construidas durante su período constitucional, del año 2007 al 2017.


 

2.  Desarrollo

 

2.1.&= nbsp;  = Comunicación de Gobierno de Rafael Correa: figura política y medios

Rafael Correa Delgado= , economista y docente ecuatoriano, se vinculó a la política nacional desde el año 2005, momento en el cual ocupó un cargo como Ministro de Economía y Finanzas. Un año des- pués, en el 2006, particip= a en las elecciones del Ecuador como can- didato a Presidente, y tras una contund= ente victoria mediante voto popular, = ocupa su mandato constitucional. Este últ= imo culmina en el año 2017, tras varios procesos de reelección, siendo así el mandata- rio nacional que más tiempo ha permanecido en el poder de manera continuada.

 =

Con la llegada de Correa a la Presidencia de la República se “cam- bió radicalmente la forma de hacer política en el Ecuador̶= 1; (Rivera, 2014, p. 117). Despunta, desde su primera campaña política = electoral, el uso de estrategias digitales y de nuevos canales de comunicación. Así, bajo una lógica dirigida a la búsqueda de legitimación y justifica- ción del poder asumido (Riorda, 2011) se perfilará un proceso de Co- municación de Gobierno con “voluntad persuasiva” entendida como “influencia comunicativa y social” (Capdevila, 2002, p.12), que tras- ciende las urnas y pone el foco en la creación constante de argumen- tos p= ara conducir con eficiencia la gestión del Estado. Es entonces, en este proceso permanente de comunicación gubernamental y que particularmente interesa a la presente, que se desarrolla un entorno de “Gobierno digital” de la mano de “presidentes mediáticos”, tam- bién conocidos como “gobernautas” (Riorda, 2015), integrando las las redes sociales y el Internet en su práctica comunicativa.

 =

Cabe señalar q= ue esta práctica de gobernantes en la Web tuvo referentes internacionales, co= mo Barack Obama en los Estados Unidos o Cristina Fernández de Kirchner e= n Argentina, entre otros. Los mismos hicieron un importante despliegue de la Internet con fi- nes políticos (Castro, 2012; Domínguez, 2015)= e implementaron una gestión gubernamental de comunicación digita= l también orientada hacia redes sociales como Facebook, YouTube, Twitter, entre otras.

 =

En el contexto ecuatoriano esta orientaci&= oacute;n se vio favorecida por el creciente= acceso de usuarios a cuentas de Internet, que se promo- vió durante el Gobierno= de Correa. Ello a razón promedio de un mi- llón anual desde el año 2012 y hasta el año 2017, donde el porcentaje


 

de acceso a la Internet en el Ecuador ascendi&= oacute; del 35% al 63,10% para diciembre de 2017 (Arcotel, febrero de 2018).

 = ;

Asimismo, el uso de F= acebook en el país ascendió de 2.800.000 millones de usuarios en el año 2012 hasta 11.000.000 millones de usuarios registrados en el año = 2017. Esta cifras se dan en base a un to- tal de la población = que asciende a 16.776.977 millones de habitantes en diciembre de 2017 (Arcotel, febrero de 2018). El uso de Facebook, en definitiva, ascendi&oacu= te; al 65,5 % de la población total de la nación. Al respecto, afi= rma Sandoval (2015) que corresponde a Facebook el primer lugar en el uso por los ecuatorianos de las redes sociales, por orden de preferencia y seguido por Twitter y YouTube.

 =

Con tales datos a la = mano se lanza a inicios del año 2010 en Fa- cebook el canal oficialista presidencial del exmandatario. Comien- zan entonces a circular imágen= es fijas con una intensa presencia de Correa y que le ubican recorriendo el país, junto al pueblo, inaugu- rando obras sociales de su Gobierno; asimismo circula una profusión considerable de imágenes informativas sobre diversos eventos, en- trevistas y agenda<= span style=3D'letter-spacing:-.75pt'> política.

 =

2.2.   La imagen fija en el despliegue de la comunicación guberna- mental: fotografía y contexto

Respecto del despliegue de imágenes en Faceb= ook cobra interés la fotografía entendida como un “paquete textual” (Verón, 1993, p. 19), integrado por escritura e imagen fija. Se toma en cuenta, además, que el acercamiento a las fotografías seleccionadas posibilita indagar en el sentido desde un enfoque discursivo, ya que "analizando productos [ob- jetos empíric= os textuales] apuntamos a procesos” (Verón, 1= 993, p. 124). Asimismo el presente estudio busca favorecer la investigación sobre textos visuales, que históricamente ha sido opacada por indagaciones fundamentalmente del campo de las artes, así como lingüísticas y vin- culadas a soportes impresos.

 = ;

El recorte temporal p= ara la elegir las imágenes proviene del últi- mo período c= onstitucional de Rafael Correa, el que transcurre desde= el año 2013 al año 2017. Interesará a nivel temático la circulación de fotografías que relacionen al mandatario con la Marca País “Ecua- dor ama la vida” misma, que fue concebida en = el 2010. En este or- den de ideas se dirige la mirada hacia las formas de comunicación política: <= /span>Enlace Ciudadano y Obras Públicas, a través= de las cuales se encontró, principalmente en el discurso visual, la oportuni= dad para


 

transmitir y legitimar la propuesta política del Gobierno. Asimismo= , ambas se establecieron como las de mayor frecuencia de circulaci&oacu= te;n en Facebook.

 = ;

Comenzamos por el act= o político oficialmente denominado “En- lace Ciudadano”, también conocido como “Enlace sabatino” = o “Infor- me de labores”. Este se definió a nivel gubernamental como un espa- cio público semanal de cobertura simultánea radial, televisiva y vía internet, con portal oficial web propio, sistemáticamente utilizado por el presidente Rafael Correa desde enero de 2007 para dar cuenta al pueblo ecuatoriano de temas coyunturales así como<= span style=3D'letter-spacing:-.2pt'> de su gestión de Gobierno. Del mismo constan 523 capítulos, para cada uno de los cuales se configuró una i= magen gráfica informativa tipo portada y con modificaciones de Diseño estructuradas me= diante una pauta ge- nérica y montaje digital.= Al total referenciado de capítulos= sabatinos se suman imágenes en circulación que capturan momentos del act= o en directo, localidades vis= itadas, organización del escenario o público asistente, entre otras (Plúa, <= /span>2014).

 = ;

La segunda forma de comunicación política utilizada pone foco en las obras públicas: “megaproyectos hídricos, hospitales, carrete- ras, escuelas del milenio, hidroeléctricas” (Secretaría Nacional del Agua).

 = ;

2.3.    Modelo de lectura: variables y dimen= siones para el análisis de la i= magen

Se plantea entonces u= n modelo de lectura de la imagen en con- texto, considerado fundamentalmente e= n términos sociopolíticos. Se incorporan como variables de estud= io los recursos básicos visua- les,= estructurales, técnicos para la interpretación, enunciación y pro- venientes principalmente del campo del Diseño (también de la fo- tografía y la semiót= ica). Y todo ello se manejará a partir de autores como Arnheim Rudolph, Don= is A. Dondis, Roberto Aparici y Agust&iac= ute;n García, en tanto auxiliares teóricos y metodológicos.

 =

El modelo de lectura analítica que se propone incorpora una amplia selección de variables, cuya finalidad es contar con un pano- rama mixto y flexible para la indagación. Se busca integrar descrip- ción, análisis y crítica para finalmente dar l= uz sobre la construcción de sentido y cómo este se encuentra implícito en las fotografías en cuestión. Asimismo, se pretenden diversificar y matizar las p= osibili- dades interpretativas y analíticas. Esto último a través de lecturas de


 

la imagen que dialoguen como complemento, haci= endo uso de las variables definidas, pero sin necesariamente atravesar la totalidad de las mismas mediante un orden inamovible. Sobre todo al to= mar en cuenta que cada imagen como un todo prescinde o hace uso de sus elementos= de manera particular.

 = ;

Se indican a continuación, por lo tanto, las variables en cuestión para el análisis (ver Tabla 1). Están agrupadas en tres dimensiones, para facilitar la organización en la lectura: a) dimensión morfológi- ca,= que pone la mirada en los recursos visuales de la forma, unidades elementales empleadas para la generación de estructuras<= span style=3D'letter-spacing:-.45pt'> formales y que dotan de significados; b) dimensión compositiva, vincula= da a lo estructural, y sus combinaciones; c) dimensión enunciativa, referen- te a la totalidad del proc= eso comunicativo; los factores lingüísticos y extralingüísticos condicionantes de la interpretación y q= ue intervie- nen en la producción de enunciados.

 = ;

Es importante resalta= r que estas tres dimensiones se ubican en una situación particular, es decir, bajo la mirada previa de un contex- to de producción de las fotografías en tanto revelador de significa- dos, creador del sentido de lo dicho o no dich= o y que establece hue- llas para el análisis. Al respecto, existen elemen= tos ya mencionados como preámbulo del presente estudio y que establecen u= n contexto geográfico: Ecuador, = un contexto político, con la llegada al poder de Rafael Correa; su permanencia en la presidencia por una década y su comunicación gubernamental. Y finamente un contexto sociocultu- ral,<= span style=3D'letter-spacing:-.35pt'> caracterizado por la cultura del ordenador, el uso intenso y masi- vo de dispositivos móviles y redes sociales por parte de la ciudadanía, y en favor de los modos particulares de la comunicación de Gobierno.

 = ;

Interesa puntualizar que en el proceso de análisis los límites bajo los cuales se organizan las tres dimensiones pautadas desaparecen, porque a modo operativo se atraviesan las variables de manera en- trecruzada según estas faciliten simplificar = la argumentación. Por lo ta= nto, no se asumen las mismas como elementos lineales dentro de un marco cerrado y establecido, sino como una totalidad de recursos dinámicos en complemento= .


 

Tabla 1. Dimensiones y variables para el análisis de la imagen. Elaboración propia.


A: Dimensión Morfológica: indaga en las unidades

Punto, línea, contorno, plano o superficie= , volumen.


Recursos visua- les básicos de la forma

 

Recursos visu= a- les básicos de relación de la forma


Textura= , color, tinte o matiz, tono o claridad, saturación o pureza.

Ilumina= ción, luz y sombra, dirección, dura o suave, natural o artificial (Abreu, 2012).

Proporción, ubicación, escala, dirección, sentido.

Espacio= y campo de visión: abierto-cerrado, interior-exte- rior, fuera o dentro del marco fotográfico.

Plano fotográfico: general, primer plano, de detalle, otros. (Aparici y García, 2008).


 


B: Dimensión Compositi= va: indaga en las combinaciones

Analog&= iacute;as: similitud, agrupación por forma, posición, color.

Contraste: diferenciación por textura, por iluminación,=


Recurso= s para la organización for= mal

 

 

 

 

 

Recurso= s para la valoración formal=


otros.

Jerarquía: nitidez total o parcial.<= o:p>

Toma fotográfica, punto de vista o ángulo fotográfico: picad= o, contrapicado, a nivel.

Efectos perceptivos: tridimensionalidad, profundidad, figura fondo, perspectiva, continuidad, cierre.

Repetición, regularidad, ritmo. Simetría. (Abreu, 2012; Aparici y García, 2008).

Orden, simplicidad y complejidad. Equilibrio: peso, tensión.

Unidad: Armonía. Redundancia, pregnancia.

Nivel d= e iconicidad: escala o grado de abstracción, isomor- fismo. (Abreu, 201= 2; Dondis, 2017; Rudolf, 2006).


 


C: Dimensión Enunciati= va: indaga en la totalidad por el sentido=

Factores lingüísticos y extralingüísticos: texto formal, li-


Factore= s Conceptos


teral e inferido como complemento del sentido. Contexto en tanto condicionante de producción. Aspecto, rasgos y expresiones físicas: gestos, pos= e, otras.

Lo mostrado y no mostrado, monosemia y polisemia. Tiempo y espacio, variantes e invariantes. Huellas e índi-


 

3.  Análisis del discurso visual en la comunicación gubernamental del Ecuador

La primera fotograf&= iacute;a (Figura 1) es tomada con una cámara mode- lo Canon EOS 7D, a una distancia focal de 35,0 mm y con dimensiones de 5.184 pixeles de ancho por 3.456 pixeles de altura; corresponde a una orientación horizontal de formato rectangular o ratio corto.


Figura 1. Inauguración de “Centro= de Atención Ciudadana”, Salinas, 27 noviembre de 2014. (Reinoso= y Presidencia de la República, 2014).

 

En relación a = la cromática, se presenta una totalidad a color; sin embargo este recurs= o fragmenta la fotografía en tres bandas hori- zontales. En primer lugar, y de abajo hacia arriba, una b= anda inferior en escala de grises que corresponde principalmente a<= span style=3D'letter-spacing:-.35pt'> los pantalones de los actores masculinos presentes en la foto en plano americano. En segundo lugar, una banda del doble de altura que la anterior y que se distingue por un predominio del blanco y azules claros en las cami- sas de los actores antes mencionados. Finalmente, en l= a zona supe- rior de la imagen, se presenta igualmente el blanco como fondo y cie- lo. Se superpone sin embargo a esta ausencia de color en blanco, una variedad cromática de planos trapezoidales en verde, anaranjado, rojo, violeta y con un manejo de la saturación que transi= ta tanto ha- cia la claridad como hacia la oscuridad; ello en una sutil transición de luminosidad que aunque se materializa sobre formas fragmentadas, se visualiza como una unidad dada la simetría radial. E= sta radialidad organizada desde un centro oculto sobrepasa dimensionalmente los límites de fotograf&iac= ute;a, a la vez que la fachada de la obra arquitectónica sobre la cual se ubican los trapecios y que corresponde al Centro de Atención Ciudadana (CAC).=


 

La mencionada obra es= ta corresponde a una construcción q= ue alude a la idea de “modernidad”. Se hace notar la simplicidad de una obra geométrica, ortogonal,= con una lisura en acabados de pintura y el uso de paneles arquitectó= nicos de aluminio compuesto que se ubican en la fachada e indican con puntos de iluminación las zonas de = entrada al recinto. Asimismo, estos panales sirven de soporte para colocar el nombre de la obra inaugurada a la vez que la Marca País “Ecuador ama la vida̶= 1; en similar tamaño y a su derecha. Se repite esta marca también en la fachada de la obra con un tamaño que des- borda y hace notar su policromía enfática antes descrita y sus moti- vos homeométricos. Nuevamente se presenta la marca nacional en = el pecho del político, cerca del corazón, como poseedor simbólico y orgulloso de ambas: marca y obra.

 = ;

Sobre los actores en = la fotografía destaca la figura de Rafael Correa, como centro de atención; se muestra con una camisa blanca por fuera del pantalón, remangada, estrujada, un reloj deportivo y gafas de sol. Su vestimenta coloquial, cómoda lo muestra como un hombre del pueblo y a su alcance, lo cual lo engrandece como huma- no y político transparente, espontáneo, sincero. Sobre el mism= o re- caen además las miradas de la ciudadanía, tanto a su alrededor como desde el fondo de la imagen, pendientes de quien inaugura y no de lo inaugurado; un público, en definitiva, mostrando una total expecta- t= iva hacia el exmandatario como eje central del discurso visual.

 = ;


= La segunda fotografía (= Figura 2) tiene como subtítulo “El presi- dente de la República, Rafael Correa, en el Enlace Ciudadano Número = 412, se dio cita ante cientos de personas que se congregaron en el Centro del cantón Santa Clara para rendir su informe semanal”. Se presenta en un formato de imagen fija digital tomada con una cáma- ra = modelo Canon EOS 5D, a una distancia focal de 70,0 mm y cuyas

Figura 2. Enlace Ciudadano número 412, desde Santa Clara, Pastaza. (Romero y Presidencia de la República, 2015).

 

 

 

67


<= o:p> 

dimensiones se concretan en 5.184 pixeles de ancho por 3.456 pixeles de altura para una orientación horizontal. La toma fotográfica a ni- vel, y el plano fotográfico gener= al, abarcan la totalidad escénica inte- grando los personajes dentro del marco de la imagen: líder político, ciudadanía, invitados, camarógrafos, fotó= grafo.

 = ;

En relación = a la cromática se distingue una totalidad a color, don- de priman los colores de la bandera del Ecuador: amarillo, azul y rojo. A nivel particular igualmente se distinguen los mismos colores en la marca del Enlace Ciudadano y que alude al cruce de dos manos. El color azul prima en la fotografía, por una parte como fondo del esce- nario desde el cual se ofrece el acto presidencial, por otra parte como fondo de la marca del Enlace Ciudadano antes mencionado= .

 =

También se hac= e uso del color azul en la Marca País nacional, la cual está ubicada tras la pantalla de mayor tamaño en el cuadrante derecho = de la foto y con una variación de saturación que dispone cada parte trapezoidal de su isotipo= con variación de tonos. Sobre la mis- ma marca interesa puntualizar su énfasis por tamaño que sobresale el marco de la foto, además sobresale de los límites ortogonales de la pantalla colocada sobre la misma. Por último, esta marca contrasta formalmente= con ambos elementos rectos y por su simetría radial.

 =

Respecto al color en = la tarima destaca el uso del color del negro como acromático, aspecto qu= e facilita la identificación de las ban- deras en manos del públ= ico por efecto de profundidad y contraste cromático principalmente con el amarillo. Este mismo público que= vitorea con banderas se muestra diverso en nacionalidad, lo cual se distingue por el uso en algunos casos de distintivos étnicos = como plu- mas y gorros en sus cabezas prop= ios del contexto geográfico de la Amazonía ecuatoriana, do= nde se llevó cabo el evento político.

 =

Se destaca que la organización escénica de los elementos para el evento se configu= ra mediante variados subescenarios que con dife- rentes pantallas y cáma= ras facilitan la toma de proyecciones foto- gráficas y escenas audiovisua= les diversas. Y ello porque que el acto político e informativo en cuestión se transmite en vivo por televisión e Internet, a la vez que se proyecta al público asistente. Tal organiza- ción se evidencia fundamentalmente por la presencia en la foto de al menos dos camarógrafos y dos fotógrafos, es decir, el visto y el no visto y que hacen del acto un espacio dinámico en tanto espectáculo.


 

Imagen: José = Cruz

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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<= o:p> 

Desde el punto de vis= ta compositivo la fotografía objeto de aná- lisis deja ver la estructura escénica que alude a la narrativa de obras religiosas que representan cielo y tierra. Esto se construye en el acto y para el acto a través de una jerarquía del azul que denota lo celestial de fondo al presidente y de la línea horizontal hacia arriba; contrario a lo mundano por debajo de= la línea del horizonte y a los pies de la figura presidencial. Como cent= ro de ambos mundos la mesa en tan- to sostén de la marca del Enlace Ciudadano presidida por el líder de blanco, puro, limpio.

 =

Finalmente en términos de pose, mirada o gestualidad se vi- sualiza una conexión visual y comunicativa entre Rafael Correa y el asistente a s= u izquierda con micrófono. Esto involucra un diálogo  en escena, y un acercamiento, entre el hablante mezclado a nivel del público y el político al mando en la tarima y a una altura superior. En relación a tal acto comunicativo permite materializar el concepto de “Enlace Ciudadano” visto y concebido como “diálogo”, y no ya sola- mente como un monólogo presidencial.

 =

La tercera imagen de = tipo informativa (Figura 3) corresponde a un montaje fotográfico digital compuesto, entre otros elementos, por ocho fotos fijas. El formato de la ima= gen es horizontal con di- mensiones = de 1.032 píxeles de ancho por 770 píxeles de altura, que se concretan como conjunto en una forma rectangular. La composici&oac= ute;n en la imagen se organiza a partir de la estructura radial de la Marca País “Ecuador ama la vida” y que sobrepasa el marco fotográfico. Esta marca nacional se halla estructurada, además, según una= morfología de módulos o motivos trapezoidales fragmentados y en gradación de tamaño que se establecen co= mo planos y contornos cerrados. Res- pecto= de estos módulos se configuran los de mayor tamaño como


Figura 3. Enlace ciudadano número 451 (Secretaría Nacional de Comunicación, 2015).=


 

contenedores de las fotos, aspecto que posibilita insertar las mis- ma= s sin perder legibilidad y reconocimiento.

 = ;

En las fotos utilizadas aparecen, por una parte, obras realizadas en la provincia Sucumbíos, y están vinculadas a los sectores d= e la salud, el turismo, la educación y las vías terrestres. Dest= aca en dos de las fotografías insertadas la presencia del isotipo de la <= span style=3D'letter-spacing:-.2pt'>Marca País Ecuador, lo cual muestra una reiteración de tal ícono distintivo en la composición general de la imagen. Po= r otra parte, se incor- poran rost= ros de diferentes géneros y nacionalidades<= span style=3D'letter-spacing:-.2pt'> de la Amazo- nía, que aluden como discurso a lo multiétnico y a lo pluricultural, encarnados en quienes acompañan al presidente y disfrutan de las obras realizadas. Otro rostro situado es el del exmandatario Rafael Correa, con una gran sonrisa y mirada frontal en tanto gestualidad. En este caso el líder político se ubica según uno de los arcos radiales externos, a la izquierda en la imagen, donde se encuentran los mó- = dulos más grandes. Esto establece una jerarquía por dimensión que se complementa con un énfasis presentado por contraste cromáti- co. Sobre este énfasis destaca el color anaranjado que se le aproxi- ma al exmandatario en el trapecio a su derecha e induce la mirada del lector hacia su rostro. Tal contraste, a partir de la superposición del anaranjado cálido, en elevada pureza o saturación y sobre el azul claro en tono pastel usado como fondo de la composición.

 =

Los textos en la composición se ubican desde el centro radial de la imagen y ha= sta la zona inferior. Además, se organizan mediante niveles de jerarquía en base al color y el tamaño tipográfico. Desta- ca la numeración 451 del Enlace Ciudadano, que da cuenta de que se trata de un acontecimiento repe= tido en 450 localidades del país con anterioridad al enlace promocionado. De esta manera, se alu- de también a la temporalidad del político e= n el poder desde el año 20= 07 a partir de un evento que sucede semanalmente, como si de una misa religiosa s= e tratara, y durante cada año los días sábados. Otros de = los textos colocados informan que se trata de un even- to denominado “Enla= ce Ciudadano”, mismo que tiene como figura protagónica al expresidente de la república Rafael Correa Delgado. Se resalta en una línea textual inferior el lugar específico, provi= ncia y ciudad donde tiene lugar el acto. Asimismo las calles, el día, fecha y hora del mismo. Se cierra la información con una invitación que convoca en signos de admiración, en plural y letra cursiva mediante la frase “Te esperamos”.


 

En la parte inferior = de la imagen se coloca una franja azul hori- zontal, en la que se puntualizan de izquierda a derecha los medios digitales por los que circula el Enlace Ciudadano: en este caso las rede= s sociales Facebook y Twitter, igu= almente el periódico informa- tivo en línea del Gobierno del Ecuador El ciudadano. Al final, aparece también el remitente oficial de la imagen indicado como Secretaría Nacional de Comunicación.

 =

4.&nb= sp; Conclusiones

Las imágenes analizadas informan y muestran para convencer, como hemos visto en la reiteración de las obras generadas durante y por el Gobierno de Rafael Correa; imágenes que dan valor y legitiman su mandato, mediante el discurso visual. Esto apalancado por el es- pectador de las mismas, no solamen= te en tanto lector de las imáge- nes, sino también de la mano de la ciudadanía presente en las fotos y que vali= da como testigo lo realizado.

 =

Destaca en la indagación el uso de la Marca País “Ecuador ama la vida”, considerada como telón de fondo de la comunicación política del Gobierno de Rafael Correa en tanto proceso inédito en el Ecuador, y que hace uso intensivo de las redes sociales, en particular de Face- book, = como plataforma oficialista informativa preferencial.

 = ;

Se distingue un uso recurrente de la marca nacional en un = con- texto sociopolítico. Además, se halla ubicada sobre la vestimenta del exmandatario, específicamente próximo al corazón y en sus ca- misas. Igualmente destaca la misma por su distinción mediante el us= o en aplicaciones de gran tamaño y con énfasis cromático por= su ubicación sobre fondos blanc= os. Esto último en referencia a las fa- chadas arquitectónicas de = las obras inauguradas por el Gobierno: educativas, vinculadas a la salud, viales= , turísticas y que se erigen a lo largo de todas las regiones nacionale= s tanto en la Sierra como en la Amazonía. En este orden de ideas, desta= ca un Estado-Nación que com= o enunciador modelo y oficial de la Marca País es absorbido por el enunciador empírico Rafa= el Correa.

 = ;

Por otra parte cabe r= esaltar la integración de recursos visuales, compositivos y técnicos vinculados en gran medida al campo del di- seño, la fotografía= , la semiótica y el arte, todos los cuales permiten al lector construir sus competencias para leer en los textos visuales las diferentes narrat= ivas y significados. En este orden de ideas, se fa- vorece en las imágenes analizadas un sentido que circula a través de


 

discursos que aluden a lo religioso,= lo multiétnico, lo pluricultural, a la vez que una construcción de mismo en referencia al mencionado exjefe de Estado.

 = ;

En términos de producción del discurso, se muestra una enun- ciación polifónica que da cuenta de los diferentes enunciadores tras las imágenes estudiadas: fotógrafos, camarógrafos, presiden= te, así como profesionales del diseño gráfico o escenográfico y de la co- municación visual, todos los cuales intervienen en la planificación estratégica de escenarios dirigidos a eventos políticos, así como en la realización de ediciones fotográficas pensadas para su circulación.

 =

Para cerrar, se recom= ienda indagar en las imágenes que circu- lan también en redes social= es pero en torno al nuevo mandatario del Ecuador desde el año 2017, Lenín B. Moreno Garcés, vinculadas igualmente a su comunicación de Gobierno. Y ello para encontrar, o no, similitudes y diferencias respecto al presente análisis, que per- mitan ampliar la mirada en torno a las estrategias, particularidades, variantes e invariantes= , comparando así los procesos comunicativos de Correa y Moreno.<= /p>


 

Referencias bibliogr&aacut= e;ficas

<= o:p> 

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