La música en las campa as y su efecto en la conducta de los electores. El Caso de la campa a presidencial de Barack Obama

The paper addresses the role that music plays in electoral campaigns in general, particular emphasis is placed on Barack Obama’s presidential campaign in 2008. The paper also presents the use of musical accompaniment as part of the strategies of candidates and political parties and at the same time analyzes their strategies and the effect of music on the behaviour of voters. The paper concludes that music is used as a strategy of persuation aimed at voters due to its ability to generate different psychological reactions in people, so as to influence their voting, to modify their cognitive state or their emotional mood.