Narrativas de Poder y Legitimidad Democrática: Una Reflexión Sobre Marketing Político y Comunicación Gubernamental

Abstract

This article aimed to critically reflect on the relationship between political marketing, government communication, and the construction of democratic legitimacy in the contemporary context, using Colombia as the main case of analysis while drawing comparisons with international experiences. The argument was developed through a documentary review of specialized literature and representative cases addressing microtargeting, political storytelling, emotional communication, the strategic use of social media, and image management during political crises. The analysis examined how technological transformations and new communication dynamics reshaped the interaction between governments, political actors, and citizens, while expanding opportunities for audience segmentation, political persuasion, and public engagement. At the same time, these changes increased the risks of political polarization, disinformation, and the weakening of democratic deliberation. The study also analyzed the conceptual distinction between government communication and political advertising, emphasizing their role in building institutional trust and public legitimacy. It was concluded that democratic legitimacy depended not only on governments’ capacity to design and implement public policies but also on their ability to develop transparent, coherent, and ethically responsible communication strategies. Such strategies strengthened accountability, promoted informed citizen participation, and enhanced public trust in democratic institutions within an increasingly digital and media-driven political environment.