Political Ethnomarketing: The Electoral Culture of a Colombian Municipality

Just as the administrative structures of the parties change or renew, their target population also grows permanently and it is increasingly difficult to get militants. Therefore, the objective was to interpret the electoral culture in La Plata, Huila, as a strategy of the Liberal Party for the retention of the elector. To achieve this, a qualitative route with an ethnographic approach was followed and observation, semi-structured interviews with 8 voters and the review of documents were taken into account. It is evident that in La Plata, the voters of the Liberal Party have customs and behaviors that lead to classifying them into three types: idealistic, partisan and convenience. It was concluded that ethnomarketing offers valuable insights to understand electoral behavior in local contexts, allowing the development of culturally sensitive political strategies. It also contributed to the literature on political marketing, providing an ethnographic perspective of electoral behavior in a specific Colombian context.