Jorge Eliécer Gaitán and Álvaro Uribe Vélez: Strategy of Communication and Political Projects

Abstract

This article aims to: Re-interpret the meaning and scope of the leadership of Jorge Eliécer Gaitán and Álvaro Uribe Vélez. Through the deployment of a documentary methodology close to dialectical hermeneutics, it is concluded that political leadership is not, in any case, an isolated metaphysical element that arises from nothing, on the contrary, all available evidence indicates that it emerges because of the distinctive characteristics of a particular political context or scenario, and materializes in the life and work of these outstanding figures who have the capacity to adequately interpret the requirements of the political system of their time, while developing a political agenda of power that gains legitimacy in the media in which it is socialized and is massively accepted through a successful strategy of political communication.