It is important to understand that, although you cannot control what others say, you can tell your own story. Máximo Kirchner has seen how criticisms of his person have been amplified without their own space to refute or rebuild their image.
In politics, as in other areas, one of the most common mistakes is to let others tell your story. This occurs when control is not taken on the narrative that circulates on one, allowing the media or, worse, the adversaries, define who you are and what you represent. This informative vacuum, over the years, has been especially detrimental to public figures such as Maximum Kirchnerwho has seen how criticisms of his person have been amplified without their own space to refute or rebuild their image.
It is important to understand that, although you cannot control what others say, you can tell your own story. This is not an ultranza defense or an attempt to shield itself, but a genuine and direct communication strategy that allows you to expose your own ideas and principles. Some years ago, the task was much more difficult. The channels were more limited and the message was leaked through traditional media. However, for years there is a new opportunity in social networks. Kirchnerism managed to impose the concept of “Clarín lies” In times of less communication tools, so why not innovate in these new powerful channels to communicate directly and effectively?
From this week, Maximum Kirchner He has begun to make statements in various traditional media, something that he did not usually do. This is a sign that it seems to have taken note of the informative gaps that, for years, have allowed him to be defined by others. Although these interventions have been a first step towards reconstruction of their public image, it is crucial that it is not limited only to traditional interviews, but take advantage of social networks and “digital amplifiers” to manage your narrative more efficiently and directly. In this sense, its evolution in television interviews, where its tone has been more measured and its most structured arguments, reflects an intention to approach a broader audience.
However, the challenge persists: political communication in Argentina is still complex and, often, opaque. The use of social networks as Twitter, Instagram and Tiktok It is essential for political figures that seek to humanize their image and connect with new audiences. But here a crucial problem enters: the algorithmsdesigned to maximize interaction, often favor the most messages Polarizing and emotionalwhich are those that usually generate more controversy and, therefore, more participation. As the journalist pointed out Carmela Ríosin an experiment conducted in 2024, Tiktok He favored radical and ultra -right content even in accounts that did not follow political issues. This type of dynamics raises a challenge for any politician who does not align with the extreme right: Polarization in networks is relentless.
In current digital policy, it is not enough to transmit a clear message; You have to know Adapt it to the digital context. As different experts explain in Digital literacythe main challenge for politicians today is to take advantage of the Platforms immediacy and respond with agilitybut also with authenticity. The time to decide a communication strategy is much shorter in the era of social networks, and who is not willing to adapt quickly runs the risk of being left behind, even when it has the political credibility necessary This is the challenge he faces Maximum Kirchner : adapt quickly to the new rules of the digital communicationwhere authenticity and immediate response capacity They are key to connect with voters.
Therefore, Maximum Kirchner and other central-left sectors should consider a more comprehensive approach in their digital communication. Not only is it about improving the tone in traditional interviews, but also to create Emotionally resonant content, interactive and adapted to current digital platforms. This includes the use of Short videos, Memesand human stories that not only transmit proposals, but also connect with the real concerns and aspirations of the citizens. The challenge is not just to be visiblebut to be Clear, accessible and authentic.
In shortthe management of the history itself in the digital field is not only a matter of image, but of political strategy In the long term. Current platforms offer fertile land for redefine narrative and Fight misinformationbut they also require politicians to adopt a proactive and modern attitude. If control of the digital narrative is not taken, others will do so, and the cost of this void can be much greater than it seems.
Consultant in strategic, political and corporate communication.
Source: Ambito
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