Abstract

One consequence of the tendency towards the americanization of election campaigns has been the incorporation of the candidate’s private characteristics as a central concept in the political discourse strategy, so it implements traditional parameters of personalization. To do this, the story is often used as narrative with logical that belongs to storytelling. Therefore, we will study the profile of politicians who have resorted to this technique. Finally, we will reflect on the limitations that can be contemplated about the use of this technique and this type of contents.