Narrativa del storytelling en la construcción de la imagen política en el antes y después del atentado de Donald Trump

Abstract

This research focuses on analyzing the narrative of storytelling in the construction of Donald Trump's political image before and after the attack that occurred on July 13, 2024, in Butler, Pennsylvania. The study uses political communication, political marketing, storytelling, political image, and visual communication as theoretical foundations to understand how discourses, images, and symbols can influence the public perception of a leader or political figure. For this thesis, a qualitative, descriptive-comparative methodology was used, employing visual and discursive content analysis. Specifically, an analytical matrix was applied to selected communication products before and after the attack, considering categories such as political image, visual and nonverbal communication, language, symbols, storytelling, and emotions. The results showed that before the attack, Donald Trump's political image was built on the foundation of a confrontational, polarizing, and anti-establishment leadership style. While at the time of the attack, the image shifted, acquiring a stronger visual and symbolic dimension, especially in the photograph where Trump appears wounded, with blood on his face and raising his fist, a sign of victory and resilience. Thus, after the attack, the narrative was reinforced through a story of survival, resistance, strength, sacrifice, and divine intervention, with Trump being chosen as the savior of the United States.