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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. =
p>
A: Dimensión Morfológica: indaga en las
unidades =
p>
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. =
span>
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).=
span>
67=
span>
<=
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
69
<=
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 sí 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
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/p>
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