Los discursos de George W. Bush tras el 11S

Casi todo el mundo coincide: el mundo cambió el 11 de septiembre de 2001. Todo ha cambiado tras esos ataques. Lo hizo la política, la seguridad, la economía… y el lenguaje. El mandato de George W. Bush, estrenado apenas nueve meses antes, se vió profundamente marcado por los retos que suponía el terrorismo internacional.

La lucha contra el terrorismo fue la guerra contra el terror. Las reglas del juego cambiaron. Las alianzas fueron nuevas. Los argumentos, el lenguaje, la retórica… Todo tiene su origen en ese fatídico día de septiembre en que aviones civiles se convirtieron en mísiles.

En el décimo aniversario de los ataques, observamos las intervenciones de Bush durante ese día y los días posteriores al ataque. La retórica de los atentados tiene un peso determinante en el marco establecido. Las palabras del presidente Bush marcan el camino de la respuesta a esos ataques.


«Terrorism against our nation will not stand.»

Primera intervención de George W. Bush en la Emma Booker Elementary School , Florida (11 de septiembre de 2001)

Ladies and gentlemen, this is a difficult moment for America.

I, unfortunately, will be going back to Washington after my remarks. Secretary Rod Paige and [the] Lt. Governor will take the podium and discuss education. I do want to thank the folks here at — at Booker Elementary School for their hospitality.

Today, we’ve had a national tragedy. Two airplanes have crashed into the World Trade Center in an apparent terrorist attack on our country.

I have spoken to the Vice President, to the Governor of New York, to the Director of the FBI, and have ordered that the full resources of the federal government go to help the victims and their families, and — and to conduct a full-scale investigation to hunt down and to find those folks who committed this act.

Terrorism against our nation will not stand.

And now if you [would] join me in a moment of silence.

May God bless the victims, their families, and America.

Thank you very much.


«Freedom itself was attacked this morning by a faceless coward. And freedom will be defended.»

Segunda intervención de George W. Bush en la Base Aérea de Barksdale,  (11 de septiembre de 2001)

Freedom itself was attacked this morning by a faceless coward. And freedom will be defended.

I want to reassure the American people that full — the full resources of the federal government are working to assist local authorities to save lives and to help the victims of these attacks. Make no mistake, the United States will hunt down and punish those responsible for these cowardly acts.

I’ve been in regular contact with the Vice President, Secretary of Defense, the national security team, and my cabinet. We have taken all appropriate — appropriate security precautions to protect the American people.

Our military at home and around the world is on high alert status. And we have taken the necessary security precautions to continue the functions of your government.

We have been in touch with leaders of Congress and with world leaders to assure them that we will do what is — whatever is necessary to protect America and Americans.

I ask the American people to join me in saying a «thanks» for all the folks who have been fighting hard to rescue our fellow citizens, and to join me in saying a prayer for the victims and their families.


«America has stood down enemies before, and we will do so this time.»

Discurso a la Nación desde el Despacho Oval, Washington DC (11 de septiembre de 2001)

Good evening. Today, our fellow citizens, our way of life, our very freedom came under attack in a series of deliberate and deadly terrorist acts. The victims were in airplanes, or in their offices; secretaries, businessmen and women, military and federal workers; moms and dads, friends and neighbours. Thousands of lives were suddenly ended by evil, despicable acts of terror.

The pictures of airplanes flying into buildings, fires burning, huge structures collapsing, have filled us with disbelief, terrible sadness, and a quiet, unyielding anger. These acts of mass murder were intended to frighten our nation into chaos and retreat. But they have failed; our country is strong.

A great people has been moved to defend a great nation. Terrorist attacks can shake the foundations of our biggest buildings, but they cannot touch the foundation of America. These acts shattered steel, but they cannot dent the steel of American resolve.

America was targeted for attack because we’re the brightest beacon for freedom and opportunity in the world. And no one will keep that light from shining.

Today, our nation saw evil, the very worst of human nature. And we responded with the best of America — with the daring of our rescue workers, with the caring for strangers and neighbours who came to give blood and help in any way they could.

Immediately following the first attack, I implemented our government’s emergency response plans. Our military is powerful, and it’s prepared. Our emergency teams are working in New York City and Washington, D.C. to help with local rescue efforts.

Our first priority is to get help to those who have been injured, and to take every precaution to protect our citizens at home and around the world from further attacks.

The functions of our government continue without interruption. Federal agencies in Washington which had to be evacuated today are reopening for essential personnel tonight, and will be open for business tomorrow. Our financial institutions remain strong, and the American economy will be open for business, as well.

The search is underway for those who are behind these evil acts. I’ve directed the full resources of our intelligence and law enforcement communities to find those responsible and to bring them to justice. We will make no distinction between the terrorists who committed these acts and those who harbour them.

I appreciate so very much the members of Congress who have joined me in strongly condemning these attacks. And on behalf of the American people, I thank the many world leaders who have called to offer their condolences and assistance.
America and our friends and allies join with all those who want peace and security in the world, and we stand together to win the war against terrorism. Tonight, I ask for your prayers for all those who grieve, for the children whose worlds have been shattered, for all whose sense of safety and security has been threatened. And I pray they will be comforted by a power greater than any of us, spoken through the ages in Psalm 23: «Even though I walk through the valley of the shadow of death, I fear no evil, for You are with me.»

This is a day when all Americans from every walk of life unite in our resolve for justice and peace. America has stood down enemies before, and we will do so this time. None of us will ever forget this day. Yet, we go forward to defend freedom and all that is good and just in our world.

«Freedom and democracy are under attack.»

Discurso desde la Cabinet Room, Wasington D.C. (12 de septiembre de 2001)


«I can hear you! I can hear you! The rest of the world hears you! And the people — and the people who knocked these buildings down will hear all of us soon!»

Discurso con megáfono desde la Zona Cero, Nueva York (14 de septiembre de 2001)

Our war on terror begins with al Qaeda, but it does not end there.

Thank you all. I want you all to know — it [bullhorn] can’t go any louder — I want you all to know that American today, American today is on bended knee, in prayer for the people whose lives were lost here, for the workers who work here, for the families who mourn. The nation stands with the good people of New York City and New Jersey and Connecticut as we mourn the loss of thousands of our citizens

Público: I can’t hear you!

I can hear you! I can hear you! The rest of the world hears you! And the people — and the people who knocked these buildings down will hear all of us soon!

Público, cantando: U.S.A.! U.S.A.! U.S.A.! U.S.A.! U.S.A.! U.S.A.! U.S.A.! U.S.A.!

The nation — The nation sends its love and compassion —

Público: God bless America!

— to everybody who is here. Thank you for your hard work. Thank you for makin’ the nation proud, and may God bless America.

Público, cantando: U.S.A.! U.S.A.! U.S.A.! U.S.A.!


«Our war on terror begins with al Qaeda, but it does not end there.»

Discurso a la sesión conjunta del Congreso, Washington D.C (20 de septiembre de 2001)

Mr. Speaker, Mr. President Pro Tempore, members of Congress, and fellow Americans:

In the normal course of events, Presidents come to this chamber to report on the state of the Union. Tonight, no such report is needed. It has already been delivered by the American people.

We have seen it in the courage of passengers, who rushed terrorists to save others on the ground — passengers like an exceptional man named Todd Beamer. And would you please help me to welcome his wife, Lisa Beamer, here tonight. We have seen the state of our Union in the endurance of rescuers, working past exhaustion. We’ve seen the unfurling of flags, the lighting of candles, the giving of blood, the saying of prayers — in English, Hebrew, and Arabic. We have seen the decency of a loving and giving people who have made the grief of strangers their own. My fellow citizens, for the last nine days, the entire world has seen for itself the state of our Union — and it is strong.

Tonight we are a country awakened to danger and called to defend freedom. Our grief has turned to anger, and anger to resolution. Whether we bring our enemies to justice, or bring justice to our enemies, justice will be done. I thank the Congress for its leadership at such an important time. All of America was touched on the evening of the tragedy to see Republicans and Democrats joined together on the steps of this Capitol, singing «God Bless America.» And you did more than sing; you acted, by delivering 40 billion dollars to rebuild our communities and meet the needs of our military. Speaker Hastert, Minority Leader Gephardt, Majority Leader Daschle, and Senator Lott, I thank you for your friendship, for your leadership, and for your service to our country. And on behalf of the American people, I thank the world for its outpouring of support. America will never forget the sounds of our National Anthem playing at Buckingham Palace, on the streets of Paris, and at Berlin’s Brandenburg Gate.

We will not forget South Korean children gathering to pray outside our embassy in Seoul, or the prayers of sympathy offered at a mosque in Cairo. We will not forget moments of silence and days of mourning in Australia and Africa and Latin America. Nor will we forget the citizens of 80 other nations who died with our own: dozens of Pakistanis; more than 130 Israelis; more than 250 citizens of India; men and women from El Salvador, Iran, Mexico, and Japan; and hundreds of British citizens. America has no truer friend than Great Britain. Once again, we are joined together in a great cause — so honored the British Prime Minister has crossed an ocean to show his unity with America. Thank you for coming, friend.

On September the 11th, enemies of freedom committed an act of war against our country. Americans have known wars — but for the past 136 years, they have been wars on foreign soil, except for one Sunday in 1941. Americans have known the casualties of war — but not at the center of a great city on a peaceful morning. Americans have known surprise attacks — but never before on thousands of civilians. All of this was brought upon us in a single day — and night fell on a different world, a world where freedom itself is under attack. Americans have many questions tonight. Americans are asking: Who attacked our country?The evidence we have gathered all points to a collection of loosely affiliated terrorist organizations known as al Qaeda. They are some of the murderers indicted for bombing American embassies in Tanzania and Kenya, and responsible for bombing the USS Cole. Al Qaeda is to terror what the mafia is to crime. But its goal is not making money; its goal is remaking the world — and imposing its radical beliefs on people everywhere.

The terrorists practice a fringe form of Islamic extremism that has been rejected by Muslim scholars and the vast majority of Muslim clerics, a fringe movement that perverts the peaceful teachings of Islam. The terrorists’ directive commands them to kill Christians and Jews, to kill all Americans, and make no distinctions among military and civilians, including women and children. This group and its leader — a person named Usama bin Laden — are linked to many other organizations in different countries, including the Egyptian Islamic Jihad and the Islamic Movement of Uzbekistan. There are thousands of these terrorists in more than 60 countries. They are recruited from their own nations and neighborhoods and brought to camps in places like Afghanistan, where they are trained in the tactics of terror. They are sent back to their homes or sent to hide in countries around the world to plot evil and destruction.

The leadership of al Qaeda has great influence in Afghanistan and supports the Taliban regime in controlling most of that country. In Afghanistan, we see al Qaeda’s vision for the world. Afghanistan’s people have been brutalized; many are starving and many have fled. Women are not allowed to attend school. You can be jailed for owning a television. Religion can be practiced only as their leaders dictate. A man can be jailed in Afghanistan if his beard is not long enough.

The United States respects the people of Afghanistan. After all, we are currently its largest source of humanitarian aid; but we condemn the Taliban regime. It is not only repressing its own people, it is threatening people everywhere by sponsoring and sheltering and supplying terrorists. By aiding and abetting murder, the Taliban regime is committing murder.

And tonight, the United States of America makes the following demands on the Taliban: Deliver to United States authorities all the leaders of al Qaeda who hide in your land. Release all foreign nationals, including American citizens, you have unjustly imprisoned. Protect foreign journalists, diplomats, and aid workers in your country. Close immediately and permanently every terrorist training camp in Afghanistan, and hand over every terrorist, and every person in their support structure, to appropriate authorities. Give the United States full access to terrorist training camps, so we can make sure they are no longer operating. These demands are not open to negotiation or discussion. The Taliban must act, and act immediately. They will hand over the terrorists, or they will share in their fate.

I also want to speak tonight directly to Muslims throughout the world. We respect your faith. It’s practiced freely by many millions of Americans, and by millions more in countries that America counts as friends. Its teachings are good and peaceful, and those who commit evil in the name of Allah blaspheme the name of Allah. The terrorists are traitors to their own faith, trying, in effect, to hijack Islam itself. The enemy of America is not our many Muslim friends; it is not our many Arab friends. Our enemy is a radical network of terrorists, and every government that supports them. Our war on terror begins with al Qaeda, but it does not end there. It will not end until every terrorist group of global reach has been found, stopped, and defeated.

Americans are asking, why do they hate us? They hate what they see right here in this chamber — a democratically elected government. Their leaders are self-appointed. They hate our freedoms — our freedom of religion, our freedom of speech, our freedom to vote and assemble and disagree with each other. They want to overthrow existing governments in many Muslim countries, such as Egypt, Saudi Arabia, and Jordan. They want to drive Israel out of the Middle East. They want to drive Christians and Jews out of vast regions of Asia and Africa. These terrorists kill not merely to end lives, but to disrupt and end a way of life. With every atrocity, they hope that America grows fearful, retreating from the world and forsaking our friends. They stand against us, because we stand in their way.

We are not deceived by their pretenses to piety. We have seen their kind before. They are the heirs of all the murderous ideologies of the 20th century. By sacrificing human life to serve their radical visions — by abandoning every value except the will to power — they follow in the path of fascism, Nazism, and totalitarianism. And they will follow that path all the way, to where it ends: in history’s unmarked grave of discarded lies. Americans are asking: How will we fight and win this war? We will direct every resource at our command — every means of diplomacy, every tool of intelligence, every instrument of law enforcement, every financial influence, and every necessary weapon of war — to the disruption and to the defeat of the global terror network.

Now this war will not be like the war against Iraq a decade ago, with a decisive liberation of territory and a swift conclusion. It will not look like the air war above Kosovo two years ago, where no ground troops were used and not a single American was lost in combat. Our response involves far more than instant retaliation and isolated strikes. Americans should not expect one battle, but a lengthy campaign, unlike any other we have ever seen. It may include dramatic strikes, visible on TV, and covert operations, secret even in success. We will starve terrorists of funding, turn them one against another, drive them from place to place, until there is no refuge or no rest. And we will pursue nations that provide aid or safe haven to terrorism. Every nation, in every region, now has a decision to make. Either you are with us, or you are with the terrorists. From this day forward, any nation that continues to harbor or support terrorism will be regarded by the United States as a hostile regime.

Our nation has been put on notice: We’re not immune from attack. We will take defensive measures against terrorism to protect Americans. Today, dozens of federal departments and agencies, as well as state and local governments, have responsibilities affecting homeland security. These efforts must be coordinated at the highest level. So tonight I announce the creation of a Cabinet-level position reporting directly to me — the Office of Homeland Security. And tonight I also announce a distinguished American to lead this effort, to strengthen American security: a military veteran, an effective governor, a true patriot, a trusted friend — Pennsylvania’s Tom Ridge. He will lead, oversee, and coordinate a comprehensive national strategy to safeguard our country against terrorism, and respond to any attacks that may come.

These measures are essential. But the only way to defeat terrorism as a threat to our way of life is to stop it, eliminate it, and destroy it where it grows. Many will be involved in this effort, from FBI agents to intelligence operatives to the reservists we have called to active duty. All deserve our thanks, and all have our prayers. And tonight, a few miles from the damaged Pentagon, I have a message for our military: Be ready. I’ve called the Armed Forces to alert, and there is a reason. The hour is coming when America will act, and you will make us proud. This is not, however, just America’s fight. And what is at stake is not just America’s freedom. This is the world’s fight. This is civilization’s fight. This is the fight of all who believe in progress and pluralism, tolerance and freedom.

We ask every nation to join us. We will ask, and we will need, the help of police forces, intelligence services, and banking systems around the world. The United States is grateful that many nations and many international organizations have already responded — with sympathy and with support. Nations from Latin America, to Asia, to Africa, to Europe, to the Islamic world. Perhaps the NATO Charter reflects best the attitude of the world: An attack on one is an attack on all. The civilized world is rallying to America’s side. They understand that if this terror goes unpunished, their own cities, their own citizens may be next. Terror, unanswered, can not only bring down buildings, it can threaten the stability of legitimate governments. And you know what? We’re not going to allow it.

Americans are asking: What is expected of us? I ask you to live your lives, and hug your children. I know many citizens have fears tonight, and I ask you to be calm and resolute, even in the face of a continuing threat. I ask you to uphold the values of America, and remember why so many have come here. We are in a fight for our principles, and our first responsibility is to live by them. No one should be singled out for unfair treatment or unkind words because of their ethnic background or religious faith. I ask you to continue to support the victims of this tragedy with your contributions. Those who want to give can go to a central source of information, libertyunites.org, to find the names of groups providing direct help in New York, Pennsylvania, and Virginia.

The thousands of FBI agents who are now at work in this investigation may need your cooperation, and I ask you to give it. I ask for your patience, with the delays and inconveniences that may accompany tighter security; and for your patience in what will be a long struggle. I ask your continued participation and confidence in the American economy. Terrorists attacked a symbol of American prosperity. They did not touch its source. America is successful because of the hard work, and creativity, and enterprise of our people. These were the true strengths of our economy before September 11th, and they are our strengths today. And, finally, please continue praying for the victims of terror and their families, for those in uniform, and for our great country. Prayer has comforted us in sorrow, and will help strengthen us for the journey ahead.

Tonight I thank my fellow Americans for what you have already done and for what you will do. And ladies and gentlemen of the Congress, I thank you, their representatives, for what you have already done and for what we will do together. Tonight, we face new and sudden national challenges. We will come together to improve air safety, to dramatically expand the number of air marshals on domestic flights, and take new measures to prevent hijacking. We will come together to promote stability and keep our airlines flying, with direct assistance during this emergency. We will come together to give law enforcement the additional tools it needs to track down terror here at home. We will come together to strengthen our intelligence capabilities to know the plans of terrorists before they act, and to find them before they strike.

We will come together to take active steps that strengthen America’s economy, and put our people back to work. Tonight we welcome two leaders who embody the extraordinary spirit of all New Yorkers: Governor George Pataki, and Mayor Rudolph Giuliani. As a symbol of America’s resolve, my administration will work with Congress, and these two leaders, to show the world that we will rebuild New York City.

After all that has just passed — all the lives taken, and all the possibilities and hopes that died with them — it is natural to wonder if America’s future is one of fear. Some speak of an age of terror. I know there are struggles ahead, and dangers to face. But this country will define our times, not be defined by them. As long as the United States of America is determined and strong, this will not be an age of terror; this will be an age of liberty, here and across the world.

Great harm has been done to us. We have suffered great loss. And in our grief and anger we have found our mission and our moment. Freedom and fear are at war. The advance of human freedom — the great achievement of our time, and the great hope of every time — now depends on us. Our nation, this generation will lift a dark threat of violence from our people and our future. We will rally the world to this cause by our efforts, by our courage. We will not tire, we will not falter, and we will not fail.

It is my hope that in the months and years ahead, life will return almost to normal. We’ll go back to our lives and routines, and that is good. Even grief recedes with time and grace. But our resolve must not pass. Each of us will remember what happened that day, and to whom it happened. We’ll remember the moment the news came — where we were and what we were doing. Some will remember an image of a fire, or a story of rescue. Some will carry memories of a face and a voice gone forever.

And I will carry this: It is the police shield of a man named George Howard, who died at the World Trade Center trying to save others. It was given to me by his mom, Arlene, as a proud memorial to her son. This is my reminder of lives that ended, and a task that does not end. I will not forget this wound to our country or those who inflicted it. I will not yield; I will not rest; I will not relent in waging this struggle for freedom and security for the American people. The course of this conflict is not known, yet its outcome is certain. Freedom and fear, justice and cruelty, have always been at war, and we know that God is not neutral between them.

Fellow citizens, we’ll meet violence with patient justice — assured of the rightness of our cause, and confident of the victories to come. In all that lies before us, may God grant us wisdom, and may He watch over the United States of America. Thank you.



Cambio, esperanza y los conceptos clásicos de la campaña en positivo

“Empieza el cambio”. Así inicia el Partido Popular la campaña electoral para asaltar la Moncloa el próximo 20 de noviembre. El eslogan de precampaña, copiado del usado por Convergència i Unió en las pasadas elecciones catalanas, busca un clásico en las campañas electorales: construir y proyectar elementos positivos. Mover el marco y fijarlo en una idea esencial: algo va a cambiar. No son los primeros. Ni serán los últimos.

Clausewitz, el estratega militar prusiano que es uno de los autores más citados y estudiados desde el mundo castrense a Wall Street, defendía que en la guerra es más difícil construir que destruir. Defender que atacar. El mejor ataque es, para el prusiano, la propia defensa. Por ello, aunque la política del miedo sea quizás más fácil de enarbolar –una cosa bien distinta es valorar su efectividad según los casos- la política en positivo precisa de más elementos para su éxito: el entorno, el mensaje y el candidato.

Antes de plantear una campaña electoral en tono positivo es necesario atender al contexto político, social y económico en el que se va a desarrollar la campaña. En momentos de crisis, con una corriente de pesimismo, se deben calibrar muy bien los pasos a dar para no ser percibido como un proyecto frívolo o alejado de la realidad. Las encuestas nos aportan información sobre el sentir de la sociedad: ¿son optimistas sobre su futuro? ¿Creen que el país necesita un cambio? ¿Creen que alguien puede solucionar sus problemas? La campaña del PP o antes la de CiU muestran esa reflexión.

Atendiendo a este contexto, el mensaje debe ser lo suficientemente alentador como para sintonizar con él. En general, la política en positivo suele construirse alrededor de conceptos como el cambio, el progreso, la prosperidad o la esperanza. Las apelaciones al futuro también tienen un espacio muy considerable.

De hecho, 7 de los 24 eslóganes usados por los candidatos a la presidencia de los Estados Unidos de ambos partidos han apelado a estos valores desde 1952 (como muestra Luntz en «Words that work: It ‘s not what you say, it’ s what people hear»). Del “A Leader, for a Change” de Jimmy Carter al “America needs a Change” de Mondale. Sin olvidar el famoso “Hope for the change we need” de Barack Obama. Obama supo dar significado a la palabra “Change” y la conjugó con un aliado inseparable “Hope”. Estos conceptos parecen ser talismanes, catalizadores de la voluntad existente, por ello es tan necesario saber leer bien el sentir general de la ciudadanía.

En España, ha sido tradicionalmente el PSOE quién ha hecho uso de este tipo de conceptos, incluso al plantear campañas de reelección. Si en 1982 González llegó a la presidencia con un escueto, pero lleno de significado “Por el cambio”, en 1989 llegó a defender “El cambio del cambio”. “La España en positivo” de 1996 o “Por el buen camino” de 1986 son otros ejemplos del uso de eslóganes en positivo que marcan esa concepción del modo de hacer campañas de los socialistas españoles.

La personalidad del candidato y las percepciones que genere son también esenciales para entender una política en positivo. Hay líderes que, bien por su experiencia personal y política o por su propia personalidad, tienden a evocar emociones negativas. Rajoy, con sus datos de baja valoración es ejemplo de ello. En cambio, algunos parecen dotados para desplegar al máximo esa política en positivo. No es extraño que a la vista de esto, los presidentes norteamericanos más recordados y admirados del siglo XX sean líderes que supieron inspirar a su generación y a las venideras con una mezcla casi perfecta de firmeza y esperanza. Teddy Roosevelt, Franklin Delano Roosevelt, John Fritzgerald Kennedy, Ronald Reagan o Bill Clinton supieron dar con un mensaje de cambio y esperanza en momentos difíciles, emocionando al electorado y con discursos positivos.

La idea de futuro, progreso y prosperidad es encarnada por estos líderes es el revulsivo de su mensaje. Franklin D. Roosevelt consiguió superar la peor crisis financiera del siglo XX con su New Deal cargado de esperanza –tal y cómo hemos visto, acuñó la famosa frase de “a lo único que debemos temer es al miedo”-. JFK puso una nueva frontera hacia el futuro. Reagan y Clinton supieron dar un empuje a la rica sociedad civil para renacer tras años de crisis en el liderazgo americano a nivel político y económico. Pero todos ellos supieron tender un puente al futuro. La política en positivo piensa en el futuro, no en el pasado, y supera los miedos y reticencias del presente. Felipe González fue uno de estos líderes, encarnando el cambio durante su presidencia y con constantes apelaciones al futuro. Así, durante la campaña de 1982 no dudó en cerrarla de este modo:

«Si hay un pasado que fue de ellos, el futuro es nuestro, de nuestra libertad consciente. El futuro es de la mayoría que quiere el cambio. Adelante. Conquistaremos el futuro en paz. Conquistaremos en libertad. Dejemos a nuestros hijos una España mejor, con el esfuerzo solidario de todos. Adelante y a ganar. España y el futuro es nuestro”.

En Génova saben que tienen el camino allanado para ese asalto a la presidencia del Gobierno. Precisamente por ello, el back to the basics es una apuesta segura. Poco arriesgada. No innova en los conceptos ni mucho menos en el eslogan, pero esa apuesta segura muestra el deseo de no querer hacer de la campaña un elemento de riesgo. La niña de Rajoy costó disgustos en su momento. El cambio empieza por no caer en errores pasados.


Muy recomendable el post de Xavier Peytibí «Empieza el cambio, el eslogan»

En el fondo, la fortaleza de Rajoy

Fortaleza. Robustez. Seguridad. En tiempos de crisis, buscamos esto. En todo lo que hacemos y en todo lo que pensamos. Un cambio laboral: ¿es seguro? Un nuevo coche: ¿es robusto? Una nueva relación: ¿será fuerte? La incertidumbre de la crisis nos lleva a elegir aquellas opciones que nos aportan seguridad. Que nos hacen sentir seguros. No es extraño que Rajoy inicie curso político a los pies de un castillo.

En más de una ocasión hemos discutido la importancia de cuidar los fondos desde los que realizamos un acto. Como el fondo puede ser un espacio de distracción, contradicción o, por el contrario, un elemento que refuerce el mensaje. La elección del castillo de Soutomaior (Galicia) para el inicio de curso del PP es uno de esos ejemplos en que el entorno comunica tanto o más que el propio mensaje.

Rajoy tiene el reto de parecer robusto y seguro en dos ámbitos distintos: en el programático y en el de campaña. Carlos E. Cué y Luis R. Aizpolea lo analizaban ayer en El País: la victoria popular está ya tan digerida que el resultado solo puede empeorar. Para ello, vender seguridad es una prioridad. Rajoy ha salido fortalecido, gracias a la reforma constitucional, en el primer ámbito. En el segundo, la campaña dirá.

Por ello, la estampa de Soutomaior envuelve el mensaje y lo refuerza. A modo heráldico, el castillo gallego viene a representar la fortaleza, la grandeza y la virtud. Conceptos ambiciosos que el Partido Popular aspira a asociar a su oferta política.

La situación no es parecida en las filas socialistas. Ni fuertes, ni robustos, ni seguros. La marca PSOE cotiza a la baja y va camino de ser la marca blanca –Rubalcaba- la que compita por neutralizar el previsible descalabro electoral. Rubalcaba no busca ser fuerte –ya lo es-, quiere ser claro. Tan claro como los dos fondos elegidos por su campaña para enmarcar sus apariciones. Azules, otrora blancos, con su eslogan de precampaña omnipresente.

Pero el PSOE tiene otro fondo menos controlado. No es el de los actos ni el de las intervenciones. Es el fondo del partido. De la militancia. Un complicado fondo tejido por las reacciones a la reforma constitucional, los anuncios de ministros y diputados que no irán en las listas o la propia estampa de Rodiezmo. Empieza una larga y atípica campaña. Y empieza cargada –o cargándose- símbolos. Esto no ha hecho más que empezar.