Análisis de la nueva estrategia comunicativa de EH Bildu (2016): hacia una narrativa de la emoción

This article analyses the strategic change in the EH Bildu electoral campaigns from 2011 through to the regional elections of September 2016. Through interviews with those in charge of the campaigns, the analysis of their accounts of the events and participant observation, certain milestones that have led to the renewal of their electoral narrative after the coalition itself acknowledged the end of its political narrative are identified. The investigation finds that the coalition of parties decided to follow current political marketing and communication trends in order to widen its electorate. In this new narrative, its communicative strategy changed from an emphasis on the collective and the ideological content of its discourse to the humanising and personalising of the discourse and of the candidates themselves.