Wide Gender Gap, Growing Educational Divide in Voters’ Party Identification

College graduates increasingly align with Democratic Party

As the 2018 midterm elections approach, women and especially college graduates have moved toward the Democratic Party. By contrast, the Republican Party’s advantage in leaned party identification among white voters without a college degree has never been greater, dating back more than two decades.

While partisanship among voters usually does not change much on a yearly basis, some differences have widened over time, especially by educational attainment, gender and age. And these gaps are even larger when categories are combined, such as education, race and gender.

A new analysis of party identification, based on more than 10,000 interviews of registered voters conducted by Pew Research Center in 2017, finds that 37% of registered voters identify as independents, 33% are Democrats and 26% are Republicans.

Most independents lean toward one of the major parties; when their partisan leanings are taken into account, 50% of registered voters identify as Democrats or lean toward the Democratic Party, while 42% identify as Republicans or lean toward the GOP. While the overall balance of leaned party affiliation has not changed much in recent years, this is the first time since 2009 that as many as half of registered voters have affiliated with or leaned toward the Democratic Party.

Since 2014, the last midterm election year, there have been notable changes in party identification among several groups of voters. And as we noted in our 2016 report on party affiliation, the composition of the Republican and Democratic electorates are less alike than at any point in the past quarter-century.

Persistent gender gap. For decades, women have been more likely than men to identify as Democrats or lean Democratic. But today, a 56% majority of women identify as Democrats or lean Democratic, while 37% affiliate with or lean toward the GOP. The share of women identifying as Democrats or leaning Democratic is up 4 percentage points since 2015 and is at one of its highest points since 1992. Among men, there has been less recent change: 48% identify with the Republican Party or lean Republican, while 44% are Democrats or lean Democratic. That is comparable to the balance of leaned party identification since 2014.

Record share of college graduates align with Democrats. Voters who have completed college make up a third of all registered voters. And a majority of all voters with at least a four-year college degree (58%) now identify as Democrats or lean Democratic, the highest share dating back to 1992. Just 36% affiliate with the Republican Party or lean toward the GOP. The much larger group of voters who do not have a four-year degree is more evenly divided in partisan affiliation. And voters with no college experience have been moving toward the GOP: 47% identify with or lean toward the Republican Party, up from 42% in 2014.

Continued racial divisions in partisan identification. About half of white voters (51%) identify with the GOP or lean Republican, while 43% identify as Democrats or lean Democratic. These figures are little changed from recent years. By contrast, African American voters continue to affiliate with the Democratic Party or lean Democratic by an overwhelming margin (84% Democrat to 8% Republican). Hispanic voters align with the Democrats by greater than two-to-one (63% to 28%), while Asian American voters also largely identify as Democrats or lean Democratic (65% Democrat, 27% Republican).

Larger differences among whites by education. Most white voters with at least a four-year college degree (53%) affiliate with the Democratic Party or lean Democratic; 42% identify as Republicans or lean Republican. As recently as two years ago, leaned partisan identification among white college graduates was split (47% Democrat, 47% Republican). Majorities of white voters with some college experience but who do not have a degree (55%) and those with no college experience (58%) continue to identify as Republicans or lean Republican.

Millennials, especially Millennial women, tilt more Democratic. As noted in our recent report on generations and politics, Millennial voters are more likely than older generations to affiliate with the Democratic Party or lean Democratic. Nearly six-in-ten Millennials (59%) affiliate with the Democratic Party or lean Democratic, compared with about half of Gen Xers and Boomers (48% each) and 43% of voters in the Silent Generation. A growing majority of Millennial women (70%) affiliate with the Democratic Party or lean Democratic; four years ago, 56% of Millennial women did so. About half of Millennial men (49%) align with the Democratic Party, little changed in recent years. The gender gap in leaned party identification among Millennials is wider than among older generations.
Long-term changes in partisan composition

The nation’s changing demographics – and shifting patterns of partisan identification – have had a profound impact on the makeup of the Democratic and Republican electorates.

Across several dimensions – race and ethnicity, education and religious affiliation – the profile of Democratic and Democratic-leaning registered voters has changed a great deal over the past two decades. The composition of Republican and Republican-leaning voters has shown less change.

While a majority of voters (69%) are white non-Hispanics, nonwhite voters now make up an increasing share of all voters: 29% of registered voters are African American, Hispanic or Asian American or belong to another race, up from 16% in 1997. Nonwhites constitute nearly four-in-ten Democratic voters (39%), compared with 24% two decades ago. The GOP coalition also has become more racially and ethnically diverse, but nonwhites make up only 14% of Republican voters, up from 8% in 1997.

The educational makeup of the two parties’ electorates also has changed substantially over the past two decades. When race and education are taken into account, white voters who do to not have a college degree make up a diminished share of Democratic registered voters. White voters who do not have a four-year degree now constitute just a third of Democratic voters, down from 56% two decades ago. By contrast, non-college white voters continue to make up a majority of Republican and Republican-leaning registered voters (59% now, 66% in 1997).
Growing share of Democrats describe their views as ‘liberal’

The share of Democratic voters describing their political views as liberal has increased steadily since 2000. Republicans’ ideological views have changed little over past decade, but the share of Republicans identifying as conservatives rose between 2000 and 2008.

Currently, nearly half of Democratic and Democratic-leaning registered voters (46%) say they are liberal, while 37% identify as moderates and 15% say they are conservatives. A decade ago, more Democrats described their views as moderate (44%) than liberal (28%), while 23% said they were conservative.

Conservatives have long constituted the majority among Republican and Republican-leaning registered voters. Roughly two-thirds of Republicans (68%) characterize their views as conservative, while 27% are moderates and 4% are liberals. While there has been little change in Republicans’ self-described ideology in recent years, the share calling themselves conservatives rose from 58% in 2000 to 65% eight years later.

Trends in party affiliation among demographic groups

The balance of partisan affiliation – and the combined measure of partisan identification and leaning – has not changed substantially over the past two decades. However, Democrats hold a slightly larger edge in leaned party identification over Republicans now than in 2016 or 2015.

In Pew Research Center surveys conducted in 2017, 37% of registered voters identified as independents, 33% as Democrats and 26% as Republicans. When the partisan leanings of independents are taken into account, 50% either identify as Democrats or lean Democratic; 42% identify as Republicans or lean Republican.

The 8-percentage-point Democratic advantage in leaned partisan identification is wider than at any point since 2009, and a statistically significant shift since 2016, when Democrats had a 4-point edge (48% to 44%). The analysis in this report draws on more than 10,000 interviews with registered voters in 2017 and tens of thousands of interviews conducted in previous years (see Methodology for additional detail).

There continue to be fundamental differences in the partisan orientation of different demographic groups, and in many cases these gaps have grown wider in recent years. For instance, gender, generational, geographic and educational divides are now as wide, or wider, than in Pew Research Center surveys going back more than two decades.
Wide gender gap in partisanship

As has been the case for more than two decades of Pew Research Center surveys, women are significantly more likely than men to associate with the Democratic Party. While the gender gap has changed little in recent years, it is as wide as it has been at any point during this period: Among registered voters, 56% of women affiliate with or lean toward the Democratic Party, compared with 44% of men.

From 2010 through 2015, about half of women (51%-52%) identified with or leaned toward the Democratic Party. But the share of women who identify with or lean to the Democratic Party has risen in recent years, to 54% in 2016 and 56% in 2017. The partisan breakdown of men is relatively unchanged over this period.

The Democratic gains among women have not come from increased affiliation with the party. Overall, the proportion of women voters who identify with (rather than lean toward) the Democratic Party has remained relatively constant for the past 25 years (in 1994, 37% of women said they identified with the Democratic Party, compared with 39% in 2017).
Black, Hispanic and Asian voters remain overwhelmingly Democratic

There are sizable and long-standing racial and ethnic differences in partisan affiliation, and they have shifted only modestly in recent years.

White voters continue to be somewhat more likely to affiliate with or lean toward the Republican Party than the Democratic Party (51% to 43%).

Since 2010, white voters have been more likely to align with the GOP than with the Democrats. However, the share of whites identifying as Democrats or leaning Democratic has edged upward (43% now, up from no more than 40% from 2009 to 2016). This growth is attributable to a slight increase in Democratic-leaning independents, rather than a rise in Democratic affiliation.

By contrast, African American voters remain overwhelmingly Democratic: 84% identify with or lean toward the Democratic Party. Just 8% of black voters identify in some way with the Republican Party.

While black voters remain solidly Democratic, identification with the Democratic Party has declined modestly in recent years: About two-thirds of African Americans have identified as Democrats in the last several years, down slightly from the first half of Barack Obama’s presidency, when about three-quarters affiliated with the Democratic Party.

By more than two-to-one (63% to 28%), Hispanic voters are more likely to affiliate with or lean toward the Democratic Party than the GOP. The overall balance of partisan orientation among Hispanics is little changed over the last decade.

There is a similar balance of partisanship among Asian American registered voters: 65% identify with the Democratic Party or lean Democratic, compared with 27% who identify as or lean Republican.

In 1998 (the first year for which sample sizes of Asian American voters were sufficiently large enough in Pew Research Center surveys), 53% of Asians identified with or leaned toward the Democratic Party and 33% identified with or leaned toward the Republican Party. (Note: Only English-speaking Asian American voters are included in the data).

The share of Asian American voters who identify as Republican is now only 12%. While this is little changed in the last few years, it represents the continuation of a longer trend in declining Republican affiliation among Asian voters. Among Asians, identification with the Democratic Party has remained relatively stable over this period. The share of Asian voters who say they are political independents has risen steadily since 1998, reflecting a more general trend among all voters.

A gender gap in partisan affiliation and leaning is seen across racial and ethnic groups.

For instance, there is a 9-percentage-point gender gap among white voters: While 48% of white women affiliate with or lean toward the Democratic Party, 37% of white men do so. Similarly, there is an 8-point gender gap among black voters (87% of black women vs. 79% of black men), as well as among Hispanic voters (66% of women vs. 58% of men).
Educational gap in partisan orientation continues to grow

Higher educational attainment is increasingly associated with Democratic Party affiliation and leaning. At the same time, those without college experience – once a group that tilted more Democratic than Republican – are roughly divided in their partisan orientation.

These twin shifts have resulted in the widest educational gap in partisan identification and leaning seen at any point in more than two decades of Pew Research Center surveys.

In 1994, 39% of those with a four-year college degree (no postgraduate experience) identified with or leaned toward the Democratic Party and 54% associated with the Republican Party. In 2017, those figures were exactly reversed.

Democratic gains have been even more pronounced among those who pursue postgraduate education. In 1994, those with at least some postgraduate experience were evenly split between the Democratic and Republican parties. Today, the Democratic Party enjoys a roughly two-to-one advantage in leaned partisan identification. While some of this shift took place a decade ago, postgraduate voters’ affiliation with and leaning to the Democratic Party have grown substantially just over the past few years, from 55% in 2015 to 63% in 2017.

By contrast, Republicans have been gaining ground over the past several years with those who do not have bachelor’s degrees. Among those with no more than a high school education, 47% affiliate with the GOP or lean Republican, while 45% identify as Democrats or lean Democratic. Democrats held a significant advantage among voters with a high school degree or less education for much of the late 1990s through early 2000s, and as recently as 2014 (47% Democratic, 42% Republican).

These overall patterns in education and partisanship are particularly pronounced among white voters. While the GOP has held significant advantages over the Democratic Party among white college graduates without postgraduate experience over much of the past two decades, these voters are divided in their partisanship today.

In 2017, 49% of white voters with a college degree (and no additional education) aligned with the Democratic Party, compared with 46% for the GOP. As recently as 2015, 51% of white voters with a college degree aligned with the Republican Party, compared with 43% for the Democratic Party.

And among voters with postgraduate experience, the Democratic advantage has grown. In 2017, 59% of white voters with at least some additional education beyond a four-year degree identified as Democrats or leaned Democratic, while 37% identified with or leaned toward the Republican Party; as recently as 2015 that balance was slightly narrower (52% to 41%).

By contrast, white voters with no more than a high school education have moved more to the GOP over the last 10 years, though there has been little change since 2015. As recently as 2009, these voters were divided in leaned partisanship. Since then, Republicans have held significant advantages, including a 23-percentage-point lead in 2017 (58% Republican, 35% Democratic).
A wide – and growing – generational divide in partisanship

The generational gap in partisanship is now more pronounced than in the past, and this echoes the widening generational gaps seen in many political values and preferences.

Millennial voters (born 1981 to 1996) have had a Democratic tilt since they first entered adulthood; this advantage has only grown as they have aged.

Democrats enjoy a 27-percentage-point advantage among Millennial voters (59% are Democrats or lean Democratic, 32% are Republican or lean Republican). In 2014, 53% of Millennial voters were Democrats or leaned Democratic, 37% tilted toward the GOP.

Millennials remain more likely than those in older generations to call themselves independents (44% vs. 39% of Gen Xers, 32% of Boomers and 27% of Silents); still, the roughly two-to-one Democratic advantage among Millennials is apparent both in “straight” and “leaned” partisan affiliation.

Generation X voters (born 1965 to 1980) are more divided in their partisan attachments, but also tilt toward the Democratic Party (48% identify as or lean Democratic, 43% identify as or lean Republican). The balance of leaned partisan identification among Gen X voters has been relatively consistent over the past several years. Baby Boomer voters (born 1946 to 1964) are nearly evenly divided (48% identify as or lean Democratic, 46% Republican).

The Silent Generation (born 1928 to 1945) is the only generational group that has more GOP leaners and identifying voters than Democratic-oriented voters. About half (52%) of Silent Generation voters identify with or lean toward the Republican Party, a larger share than a decade ago; 43% identify with or lean toward the Democratic Party.

While there is a gender gap in partisan affiliation within every generational cohort, it is particularly pronounced among Millennial voters. A large majority of Millennial women (70%) identify with or lean toward the Democratic Party, compared with 49% of Millennial men.

This wide gender gap among Millennial voters is largely attributable to a marked shift among Millennial women. As recently as 2014, the Democratic advantage among Millennial women was a narrower – but still substantial – 21 percentage points, compared with 47 points today. The balance of partisanship among Millennial men was similar in 2014 as it is today (50% Democratic vs. 40% Republican).

Gender gaps in other generations are more modest. For instance, 57% of Silent Generation men identify with or lean toward the GOP, compared with 48% of Silent women.

Across all generations, nonwhite voters are overwhelmingly Democratic in their leanings, while whites are more divided. Among white voters, Millennials are the only generation in which the share of Democrats and Democratic leaners (52%) is greater than the share of Republicans and Republican leaners (41%).

Among older generations of whites – but particularly among white Silents – more voters align with the GOP than the Democratic Party.

White Silent Generation voters have moved toward the GOP in recent years. Today, 59% identify with or lean to the GOP, up from 43% a decade ago.

White Gen Xer and Boomer voters have remained relatively stable in their partisan makeup in recent years. In both generations, the GOP enjoys a similar modest advantage (11 percentage points among white Gen Xers, 12 points among white Boomers); these are similar to the balances in 2014.
Religious affiliation and party identification

White evangelical Protestants remain one of the most reliably Republican groups of voters, and the GOP’s advantage among this segment of the population has continued to grow in recent years: 77% of white evangelical voters lean toward or identify with the Republican Party, while just 18% have a Democratic orientation.

White mainline Protestant voters are more divided in their political identities. As has been the case for the last several years, a narrow majority (53%) affiliates with or leans to the GOP, while 41% lean toward or identify with the Democratic Party.

Black Protestant voters remain solidly Democratic in their partisan loyalties. Almost nine-in-ten (87%) lean toward or identify with the Democratic Party.

Overall, Catholic voters are roughly evenly split between the share who identify with or lean to the Republican (46%) and Democratic (47%) parties. But white Catholics and Hispanic Catholics diverge politically.

White Catholic voters now are more Republican (54%) than Democratic (40%). While the partisan balance among white Catholic voters is little changed in recent years, this group was more evenly divided in their partisan loyalties about a decade ago.

Hispanic Catholics, who represent a growing share of the Catholic population in the U.S., are substantially more Democratic in their orientation (64% of Hispanic Catholic voters affiliate with or lean to the Democratic Party, 27% to the GOP).

While Mormon voters remain a solidly Republican group (72% overall are Republican or Republican leaning), in recent years Mormons have been less likely to identify as Republican than in the past.

Mormon voters are now about as likely to identify as independent (41%) as they are to identify as Republican (45%). For most of the past two decades, majorities of Mormons called themselves Republicans.

By about two-to-one, Jewish voters continue to identify with or lean toward Democratic Party (67% vs. 31% who identify with or lean Republican). This balance is little changed over the last decade.

The religiously unaffiliated, a growing share of the population, have shown steady movement in orientation toward the Democratic Party. In 1994, about half (52%) of religiously unaffiliated voters leaned toward or identified with the Democratic Party. Today nearly seven-in-ten (68%) do so.
Urban voters grow more Democratic, rural voters more Republican

Voters in urban counties have long aligned more with the Democratic Party than the Republican Party, and this Democratic advantage has grown over time. Today, twice as many urban voters identify as Democrats or lean Democratic (62%) as affiliate with the GOP or lean Republican.

Overall, those who live in suburban counties are about evenly divided in their partisan loyalties (47% Democratic, 45% Republican), little changed over the last two decades.

Voters in rural areas have moved in a more Republican direction over the last several years. From 1999 to 2009, rural voters were about equally divided in their partisan leanings. Today, there is a 16-percentage-point advantage for the GOP among rural voters.

While there are racial and ethnic differences in the makeup of rural, suburban and urban areas, this overall pattern of geographic divergence is also seen among whites. Among rural whites, the GOP enjoyed a roughly 10-percentage-point advantage throughout much of the 2000s; the GOP advantage among rural white voters is now 24 percentage points (58% to 34%). At the same time, while urban white voters were roughly evenly divided in their political preferences for much of the last two decades, in recent years the Democratic Party has enjoyed a double-digit partisan advantage: Today, 54% of white urban voters are Democrats or lean Democratic, while 41% identify with the GOP or lean Republican.


Changing composition of the electorate and partisan coalitions

The demographic profile of voters has changed markedly in recent years, reflecting broader changes in the nation. The electorate is more racially and ethnically diverse than in the past. Voters also are older and better educated than they were two decades ago.

Overall, while non-Hispanic whites remain the largest share of registered voters (69%), their share is down from 83% in 1997. African Americans make up 11% of voters, a share that has changed little since then.

Hispanics constitute a much larger share of registered voters today (10%) than in the late 1990s (4% in 1997), though there has been relatively little change over the past decade. Asian Americans, who made up a tiny share of voters 20 years ago, now constitute 2% of voters. And voters who describe their race as “other” also make up a larger share of the electorate than in the past (5% today).

The overall growth in the racial and ethnic diversity of voters has changed the composition of both the Republican and Democratic parties. Yet the pace of change has been more pronounced among Democrats and Democratic leaners.

White registered voters make up a declining share of the Democratic Party. In 1997, 75% of Democratic and Democratic-leaning registered voters were white; that has dropped to a smaller majority today (59%). Nonwhite voters now make up about four-in-ten Democratic voters (39%), up from 24% in 1997.

Republican and Republican-leaning voters continue to be overwhelmingly white: 83% of Republican registered voters are white non-Hispanics, compared with 92% in 1997. The share of Republicans who are nonwhite increased from 8% to 14% over this period.

The electorate continues to grow older, impacting the age composition of Democratic and Republican voters. In 1997, the median age of all registered voters was 45; today the median age has risen to 50.

Nearly six-in-ten Republican and Republican-leaning voters (57%) are ages 50 and older, compared with 42% who are under 50. Among Democratic voters, a larger share are younger than 50 (53%) than 50 and older (46%).

Twenty years ago, the age profiles of the two parties were much more similar. At that time, comparable majorities of both parties’ voters were younger than 50 (61% of Republicans, 57% of Democrats).

In 1997, the median age of Republican voters was 43, while the median age of Democratic voters was 46. Today, the median age of Republican voters has increased nine years, to age 52, while the median age of Democratic voters has edged up to 48.
Parties’ educational profiles diverge

Over the past 20 years, the American electorate has become better educated, with the share of college graduates rising. In 1997, 45% of all registered voters had no college experience; today that share has fallen to 33%.

And while those with no college experience was the largest category of voters two decades ago, today the electorate is evenly divided – a third each are college graduates, have some college experience but no degree and have no more than a high school diploma.

Despite these shifts, Republican and Republican-leaning voters are no more likely to be college graduates than was the case two decades ago. And college graduates make up a smaller share of GOP voters than they did a decade ago.

Today, 28% of Republican voters have at least a four-year college degree; 35% have some college experience but no degree; and 37% have no college experience.

The educational composition of GOP voters is similar to what it was in 1997. At that time, 28% were at least college graduates; 32% had some college experience; and 40% had no more than a high school education. And in 2007, college graduates made up a greater share of Republican voters than is currently the case (35% of all GOP voters then, 28% now).

The educational makeup of Democratic voters has changed substantially over the past 20 years. Today, about four-in-ten Democrats (39%) have at least a college degree, up from 24% in 1997. And while voters with no more than a high school education constituted the largest share of Democratic voters 20 years ago, today college graduates make up the largest share.

Whites without a college degree remain the largest share of all registered voters, but their numbers have been on the decline due to growing diversity and rising levels of education in the population. In 1997, a majority of all registered voters (61%) were whites without a college degree. Over the past 20 years, that share has fallen to 44%.

The share of whites with at least a college degree has edged up from 22% of registered voters in 1997 to 25% today. Among nonwhites, the share with a college degree or more education has more than doubled, from just 3% in 1997 to 8% in 2017. And nonwhites without a college degree make up a much larger proportion of the electorate today (21%) than 20 years ago (13%).

Combining race and education, Democratic voters are very different today than they were 20 years ago. Today, non-college whites make up a third of all Democratic voters; they constituted a majority of Democrats (56%) in 1997. Since then, the share of white Democrats with at least a four-year degree has increased from 19% to 26%, and the share of nonwhite Democratic college graduates has more than doubled (from 5% to 12%).

Whites who do not have a four-year college degree continue to make up a majority of Republican voters, though a smaller majority than 20 years ago (59% now, 66% then). Whites with at least a four-year degree constitute about a quarter of Republican voters (24%), little changed from 1997 (26%).
Religiously unaffiliated voters make up increasing share of Democrats

The nation’s religious landscape has undergone major changes in recent years, with the share of the population who identify as Christian declining as the number of adults who do not identify with a religion has grown.

Religiously unaffiliated voters, who made up just 8% of the electorate two decades ago, now constitute about a quarter (24%) of all registered voters. Over this period, there have been declines in the shares of white mainline Protestants, white evangelical Protestants and white Catholics.

Religiously unaffiliated voters now account for a third of Democratic voters, up from just 9% in 1997. In fact, they make up a larger proportion of Democrats than do white Protestants (33% vs. 18%). In 1997, 40% of Democratic voters identified as white Protestants (evangelical or mainline), while just 9% were religiously unaffiliated. And white Catholics, who made up about one-in-five Democrats then (22%), account for only 10% of Democrats now.

Republicans continue to be mostly made up of white Christians: A third of Republican voters are white evangelical Protestants, which is little changed from 1997 (34%); 17% are white mainline Protestants (28% in 1997); and 17% are white Catholics (20% then).

While religiously unaffiliated voters constitute a much smaller segment of Republican than Democratic voters, the share of Republicans who do not identify with a religious denomination has risen. Currently, 13% of Republicans do not identify with a religion, up from 5% two decades ago.

Chamber’s brand

Why Brand Identity Matters for Chambers

Is a Brand Identity important for Chambers? What exactly is a Brand Identity? Can a Brand Identity be explained? These questions are critical to ask yourself. If you can’t accurately define it, aren’t sure how to explain it, but are pretty sure it might be important, could you even come up with Brand Identity for your organization?

Yes. As a matter of fact, you’re probably further along in the process than you realize. It’s just a matter of analyzing what elements are already in place and what is needed to complement those items.

Maybe you’re saying to yourself, “Oh, we have a brand identity. The Board approved the new logo last year.”

Good, you’re already on your way to making sure you have an established brand.The logo is a critical component. It is the foundation of a brand and gives a visual of your organization’s identity.

But what about the rest? What exactly is brand identity? (Spoiler alert: it’s more than just a logo.)

Branding Basics

Branding gives people a mental impression of your Chamber. It makes your organization both recognizable and memorable. Consider the following quotes:

“Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be, and who people perceive you to be." – Small Business Encyclopedia, entrepreneur.com

And

"Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice versa." - Jay Bauer, author of the book Youtility: Why Smart Marketing Is About Help Not Hype

Define Your Brand

Defining your  can be as simple or complex as you want to make it. The easiest way is to ask yourself the following questions:
What are the benefits, features, and unique aspects of your Chamber’s products or services?
What do your members and prospective members already think of your Chamber?
What qualities do you want them to associate with your Chamber?

Don’t be intimidated. It’s really not as complicated as it sounds. Be honest in your answers. Authenticity is key in reaching your target market. Your members’ core values and goals should be at the forefront of your effort (for both this exercise and your overall mission, right?).

So, where do you go from here? You’ve successfully defined your brand, the next step is to capture that definition with a brand identity.

Establish Your Brand Identity

A brand identity should communicate your Chamber’s promise, look, attributes, and personality. Yes, even personality. Business may be the name of the game, but don’t forget that businesses are made up of people and people inherently operate on an emotional level.

Your brand stands for what you are. It should represent the sum of all of your marketing efforts.

Creating a brand identity begins with a variety of elements:

Name: the word or words (e.g. Coca-Cola or Coke)

Logo: the visual trademark ( e.g. Quaker Oats Quaker man)

Tagline: a catchphrase or slogan (e.g. “Snap, Crackle, Pop” – Rice Krispies)

Graphics: a clear and effective picture (e.g. Nike swoosh)

Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.

Sounds: a set of notes denoting a brand. (e.g. McDonald’s I’m Lovin’ It)

Remember, your Chamber’s brand will be frequently communicated in multiple arenas. Consistency is key. Defining brand identity creates the foundation for the rest of your marketing and brand strategy.

There’s a challenge in defining your Chamber’s identity. It’s easy to emulate what others have done, and that’s always a safe bet. It worked for them. But, that’s them. Remember, personality and authenticity are key. You may think your target market is very similar to theirs, and that could be true. But similar is still different. The differences may be subtle, but they are unique. Your Chamber’s brand should be unique, too. Don’t be afraid to forge your own path.



By the Numbers: Chamber Word-of-Mouth Marketing

Word-of-mouth is so powerful because “we trust each other so much more than we trust businesses.” – Jay Baer

WHAT

Word-of-mouth-marketing (WOMM) is defined as: An unpaid form of promotion in which satisfied customers tell other people how much they like a business, product or service and is triggered when a customer (member) experiences something beyond what is expected.

WHY

83% of Americans have recommended a product or service to someone else.
55% of Americans make product or service recommendations to others at least once per month.
48% of Gen Zs have made a recommendation because they’ve heard good things about the product, service, brand, or company from a friend or family member
30% of Gen Zs have made a recommendation because they’ve overheard someone praising the product, service, brand, or company.
Word-of-mouth drives 13% of sales. WHO

On average, 10% of customers drive over 50% of word-of-mouth marketing.

Take extra time for your advocates—anyone who has shown clear affection for your chamber—making sure to add value by bringing them closer to your organization. Ask for their feedback, invite them to do a case study, and make them feel involved (without having to commit their time). WHERE

Word-of-mouth is different than social media. Be careful about confusing the two. WOMM happens everywhere. It encompasses a variety of sub-categories so it can include social media, but overall, it’s about human interaction.

HOW

Do what you said you would do. If you haven’t fulfilled the promises that were made to members, WOMM will turn on you, becoming your greatest foe. Chatter about a negative experience is incredibly damaging.

It has been said that brand perception is half product, half customer experience. For chambers, the product is the experience, so there is no chance to get it half right. It’s all or nothing, so do it all. WHEN

Piggybacking off of a successful event or after positive media coverage are no-brainers for generating buzz. But for any other time, have you simply asked?

You’ve probably asked members to donate and volunteer their time. Have you directly asked members to tell friends about the organization? It probably hadn’t occurred to them that letting people know is helpful. It’s a great option for those that can’t donate or volunteer. Pay attention to all of your members, but go above and beyond for your advocates. It will come back to you unequivocally.



Website Governance for Chambers

You never get a second chance to make a first impression. And often, the first impression of your chamber happens when a prospective member visits your website.

Precisely why you need to know about website governance.

So, what is it? Website governance is a system for managing your online presence in an orderly way. From a chamber's perspective, website governance lays the necessary foundation for your digital presence. Do it well and you get certainty and stability.

Your chamber’s digital presence should be a top priority. Not only for prospects, but for current members as well. If your site operates smoothly and has a consistent look and feel, current members will also embrace it.




Website governance is not the same as website management. Website governance is about putting policies and procedures in place to ensure a consistent look. It helps to maintain your website and provides a high level of organization. However, don’t confuse it with website management. Whereas management focuses on completing a task, governance determines policies and procedures for maintaining and managing the site.

How website governance benefits your chamber.
Governance lays the website foundation and its productivity.
A well-structured site encourages your members to return, and prospects to join.
Chamber employees will have clear guidelines on what is expected.
No matter how little information your site contains, website governance benefits everyone.

Here are the three main areas that work together to increase your success:
Policies – Policies should be clear and consistent and cover privacy, accessibility compliance, rules, laws, social media usage, content review and so on.

Example: When linking to or attaching documents to web pages, they must be in PDF file format.
Standards – Establish standards to guide copywriters and designers as well as ensuring consistency in both voice and design.

Example: Standards are often outlined by a Brand Guideline Manual.
Processes – Clearly state the procedures that ensure any policies and standards are incorporated in any changes to the site.

Example: Outline the process for each blog post to include URL optimization, descriptions, and titles.

Implementing these three pillars of governance will reduce inconsistencies and safeguard the integrity of the site’s voice and visual presence.

How to start: Your chamber probably has some sort of governance system in place without realizing it. But it’s still helpful to start from the beginning, determining the model that works best for your website.

Choose a model based off of any or all of these factors: chamber, goals, culture, and website type.

The most common website governance models are:
Advisory Board
Management Team
Policy Board
Cooperative

Models are usually broken down into two main components.
Resources – Encompasses people, tools, budget and process
Activities – Encompasses development, maintenance, leadership and infrastructure

If one model isn’t a good fit, try another. No matter how you go about it, implementing structure will keep your chamber on the path to success.

A Simple Tactic to Appeal to Prospective Young Members

In an article recently featured in Minnesota Meetings and Events magazine, ChamberMaster’s parent company, GrowthZone, explored benefits that attract young professional members.

This demographic has high expectations for their memberships; with the influx of millennials and Gen Z into the workspace, membership-based organizations must continue to consider their offerings carefully.

Providing benefits that young professionals really want is critical. But more importantly, communicating these benefits is key.



Of all the benefits chambers should promote in order to attract young members, resume building is particularly enticing.

Job opportunity is a primary motivation driving young professionals to seek out chamber membership. The ability to expand their resume by serving in leadership roles or on a committee is compelling.

Complementing resume-building options with professional development programs allows members to participate at a variety of commitment levels. From the smallest engagement (answering questions in an online forum) to major participation (speaking at an event), young professionals can take advantage of numerous professional development and networking opportunities.

By providing young professionals with the tools to become leaders in their industry, chambers validate their value. This, in turn, increases recruitment and retention numbers.




A Chamber Mission Statement: What it is (and isn’t)

Writing a chamber mission statement isn’t difficult; the key is to make sure you have a clear understanding of what it is (and isn’t). Keep yours simple, make it compelling, and ensure it’s measurable and remains relevant. Mission statements for chambers are essential to planning and can be as short as one sentence, or a brief paragraph.

EXAMPLES:

PayPal: “To build the Web’s most convenient, secure, cost-effective payment solution.”

Trip Advisor: “To help people around the world plan and have the perfect trip.”

Coca-Cola: “To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions.”

Walt Disney: “To be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”

A mission statement is not the same as a vision statement. Essentially, a Mission Statement defines an organization’s identity (who we are) and purpose (what we do); it’s in the present and doesn’t change. Conversely, a Vision Statement is about promoting growth and setting goals; it’s forward-thinking (where we want to be) and can evolve and change. Practice by taking a run at writing your own, personal mission statement about yourself. It should be unique, clear, and succinct. It’s a quick way to learn and it can be fun. What have you got to lose?



Writing a Press Release for Chambers

The purpose of a press release is to get attention, make news, and generate publicity. It’s cost-effective marketing (free) and they can be used to create brand awareness for your chamber.


The Basics of Crafting a Press Release:

Make it newsworthy; it’s not an ad, it’s a news article
Use an attention-grabbing headline
Be time sensitive – no one wants old news
Stick to one topic
Write it in a professional tone, or even better, write it like you’re a reporter
Proofread it and then have someone else proofread it

Key Components of a Press Release:
Letterhead (identify that it’s from your organization)
Date
“For Immediate Release” under the date
Headline: Limit it to 15 words
Subtitle (optional): Keep it short
Lead paragraph: Your organization’s location (city, state) in bold type and the 5 Ws (who, what, when, why, where) of the story
2nd Paragraph: Supportive information and at least one quote
Other paragraphs: Additional, relevant, non-essential information
Call to Action: An exact, complete, non-embedded URL (not “Click Here to visit website”) in one of the paragraphs
Conclusion: A brief description of your organization
Media Contact Information: Name, email, phone, and website

A Press Release Should Not:
Be longer than 1 page
Have a lot of formatting
Include exclamation points (unless it’s a direct quote)
Exaggerate
Use the words: I, we, our, me

Distribution of a Press Release:
Develop a media contact list of people you will send the release to
Send the release to an actual person, or at least to a specific news department
Use a detailed subject line in your email (not simply “Press Release”)
Post the release on your website
Share the release on social media

Incorporating all of this into your chamber’s press release should result in a well-organized, relevant article that is newsworthy.


How to Sell Chamber of Commerce Memberships

Hate selling memberships? You’re just human.




Whether it’s membership renewals, event sponsorship, or convincing people to serve on the board, people in the chamber world are always selling. And for most people, selling is just plain uncomfortable.

Check out these tactics on how to talk with people about your chamber:

Consider this: If you don’t like to sell, you’re perfect for the job. You just need to stop thinking that sales are bad for the customer.

Chances are you love your chamber, believe in its mission, and you know it’s valuable to members.

Approach sales prospects with the mindset that you are there to partner with them to help solve a problem.

Yes, selling is uncomfortable. But, partnering with someone to help solve a problem is human nature. You don’t have to be a salesperson, you just have to be human.




Why 2020 Democrats Pretend to Be Radical





You’ll hear fire-breathing promises at the debates, but it’s not the candidates who’ve changed that much. It’s the party.


Here’s one way to follow the action on the Democratic presidential debate stage in Miami over the next two days: Listen to what the candidates say, then squint through the haze to read their unspoken thought bubbles. There’s always tension between what politicians say and what they really believe. But in 2020, that familiar gap has taken on a new twist: Many of these candidates are trying to sound more extreme than they really are.

A quarter-century ago, when I first started covering national politics in Bill Clinton’s Washington, it was common for ambitious Democrats to project themselves as more moderate, more cautious, more incremental—less liberal—than they really were inside.


Listening closely to Al Gore, for instance, it was clear he was a more restless ideologue—more radical by intellect and temperament on the subjects he cared most about—than ever would have been wise for an ambitious politician from a conservative Southern state to advertise.

The enormous, diverse 2020 Democratic field is historic for a lot of reasons, but one big change has gone less remarked. There’s abundant evidence that most of these candidates are projecting themselves as more disruptive, more ambitious, more contemptuous of conventional politics, more liberal, than their previous careers actually suggest.

Judging by the campaign so far, the Democratic debates will be generously salted with bold slogans and ideas: “Medicare for All,” a “Green New Deal,” abolishing the Electoral College or reparations for descendants of slaves. In all but a few cases, these will come from people who have defined their public lives by the more prosaic work of coalition-building and consensus, as congenial senators and tough-minded prosecutors and pro-business mayors—ladder-climbing careerists who got where they are through a shrewd sense of what the political market will bear.




Kamala Harris

The shift in sensibility, from hiding to exaggerating those radical bona fides, shines a light on a more profound change: This cadre of Democrats believes the ideological tides, within the party and the country more broadly, have shifted leftward. And in this environment, with candidates desperate for attention and activist support, it is no longer safe to play it safe.

If this calculation is right, it means the end of several decades in which Democrats won nationally by playing good defense—by reassuring skeptics that there was a difference between being progressive and being left-wing, by running partly by making arguments of who they were (sensible, tough-minded, pro-growth, fiscally responsible) that were really arguments about who they were not (George McGovern, Walter Mondale, Jesse Jackson).

The Democratic electorate plainly is clamoring for good offense—no more softening the edges, to hell with patter about civility and common ground—and the competition over two consecutive nights at NBC’s debate state in Miami will be over who can give it to them.


***

Senator Elizabeth Warren was early to enter this derby in March when she told a CNN town hall that she wanted to amend the Constitution to get rid of the Electoral College. Good idea, 12 of her rivals have since said, while five more have said it is something to think about (“open to the discussion,” said Senator Kamala Harris).




Pete Buttigieg

Pete Buttigieg, the moderate and highly credentialed mayor of a small Midwestern city, has said he wants to expand the Supreme Court to 15 seats, blowing up a norm that has prevailed since 1869. A bunch of his rivals, like Senator Michael Bennet, have said that goes too far, and some, like former vice president and current front-runner Joe Biden, have left their position unclear. But many others found it advantageous to at least seem like they were on board. “I’m taking nothing off the table,” said Senator Cory Booker, a let’s-take-a-look stance that was echoed by fellow Senators Kirsten Gillibrand, Harris and Warren.

It’s fair to presume that the South Bend mayor genuinely does believe—in theory, and all things being equal, in a way that they rarely are in real life—that expanding the High Court by six members to reduce undue conservative influence is a good idea. Those who believe he would really intend to make this the hallmark of a President Pete administration might answer: What episodes in the career of this person who has prospered at every turn within establishment institutions (Harvard, Oxford, McKinsey consulting, the U.S. Navy, and so on) suggest an eagerness or proficiency at championing this kind of battle for truly disruptive change at an institution like the Supreme Court?

It’s also possible that he is practicing the offensive-politics equivalent of when Clinton, playing defensive politics in 1996, endorsed a balanced-budget amendment to the Constitution, before never mentioning it again after his reelection.

The one candidate on the debate stage—Thursday night, thanks to a random lottery—who can reasonably be presumed to mean what he says even when uttering radical words is Senator Bernie Sanders. He is, after all, a socialist running in the Democratic Party, and he has spent decades waiting for a return to the politics of the 1960s or even the 1930s.




Bernie Sanders

This week, in particular, showed how Sanders is driving the debate and altering the incentives for other candidates. Warren released her plan that called for free college tuition and widespread student debt forgiveness to the tune of $640 billion. An ambitious plan, for sure—until Sanders came out Monday with free tuition and $1.6 trillion to cancel not some but all student debt.

But even Sanders can get caught in the derby of having to project more left in public than he feels when left to his true thoughts in private. In 2016, Sanders said he opposed slavery reparations: “First of all, its likelihood of getting through Congress is nil. Second of all, I think it would be very divisive.” This year, he supports Rep. Sheila Jackson Lee’s bill for a commission to study reparations. Its companion bill in the Senate was introduced by one of the candidates, Cory Booker, and co-sponsored by six others.


***

If you’re looking for evidence of the individual tug of war between candidates’ bold personas and more temperate souls, look no further than the equivocation on the question of Medicare for All and the Green New Deal. Thirteen candidates say they support a version of Medicare for All, one of the most popular new policy slogans on the left. But most stop short of Sanders’ definition of the idea, which would eliminate the current health insurance system in favor of a mandatory government-run system. Harris at CNN town hall in January implied that she would eliminate private insurance; four months later she clarified that’s not what she meant.




Amy Klobuchar

Senator Amy Klobuchar is a co-sponsor of the Green New Deal championed by Senator Edward Markey and Representative Alexandria Ocasio-Cortez, and she’s one of 18 presidential candidates to give rhetorical support to the proposal, with its aggressive timelines for carbon reduction and a federal jobs guarantee. But, as she told The Hill, “I see it as aspirational” and when “it got down to the nitty-gritty of actual legislation … that would be different for me.”

Perhaps no one is laboring over how to handle the swing of the ideological pendulum revealed by this year’s race than the person at the top of every poll so far, Biden. He first won election to the U.S. Senate in 1972, a few weeks before he actually reached the minimum age requirement of 30, and when the liberal tide unleashed in the 1960s was strong enough that even a Republican president like Richard Nixon was swept along to support liberal ideas like the establishment of the Environmental Protection Agency.

For most of his career, however, the Delaware senator was governing in an environment in which Democrats generally and Biden particularly had to play defense on certain polarizing issues. It was with a reason that Biden opposed court-imposed busing to desegregate schools—he saw first-hand how much resentment it was causing among working-class white families toward Democrats. In 1994, his leadership in passing a tough crime bill was a triumph for both Biden and Clinton—it advertised a Democratic Party that would not accept the bleeding-heart label Republicans had tattooed on so many liberals.




Joe Biden

He presumably did not foresee that decades later he would be playing defensive politics again—this time from activists in his own party, many of whom were not yet born when he came to the Senate, demanding repentance for what now looks like ideological heresy.

In truth, however, Biden’s predicament—like that of all politicians trying to navigate the ideological currents while balancing ambition and prudence—was entirely foreseeable.

The Cycles of American History was a signature work of the historian Arthur M. Schlesinger Jr., who argued that recurrent and broadly predictable swings of the ideological pendulum are the essence of American politics. Seasons of liberal activism and heightened concern over the public interest are inevitably followed by seasons of conservative retrenchment and elevation of private interests.

Schlesinger, one of the dominant liberal intellectuals of the mid-20th Century, in the late 1940s wrote a book called The Vital Center, but late in life (he died at age 89 in 2007) he often lamented that cautious progressives were confusing the vital center with the dead center—espousing a middle-of-the-road incrementalism that didn’t offend, but also didn’t inspire.

He would likely note the irony that it was a radical president in Donald Trump who served as catalyst for another liberal swing of the pendulum. And he’d approve of the willingness of the current cadre of Democrats on stage to go on offense and take ideological risks.

This is the path, Schlesinger argued, walked by consequential presidents from Lincoln to the Roosevelts and—though he disapproved of the agenda—on to Ronald Reagan.

“Great presidents are unifiers mostly in retrospect,” Schlesinger told me in 1997, as Bill Clinton was preparing for a second term by promising to bridge partisan divides and unify the country. “The greatest presidents have started by dividing the country on important questions, as a way of uniting the country at a new level of understanding.”

SIRCREB; una estafa legalizada que golpea a los más humildes








ES EL MECANISMO DE RECAUDACIÓN DE INGRESOS BRUTOS A TRAVÉS DE LOS DEPÓSITOS EN CUENTAS

La necesidad de fondos de algunas provincias y CABA hace que capturen hasta 5% de depósitos. Misión imposible: recuperar luego el exceso de esos pagos a cuenta.









Personas que se atrasaron en el pago de Ingresos Brutos, sufren la "retención" ( nunca más ven la plata) del 5% de todo lo que pase por su cuenta bancaria; sueldos, jubilaciones, cobro de alquileres, indeminizaciones, cobro de seguros por accidentes, o por un choque.







La voracidad e injusticia con que el estado se maneja con oos ciudadanos genera dos problemas gravísimos para la población.




1) Después de saldar la deuda, no dejan de retenerle, no importan los reclamos, ni los problemas que tenga el perjudicado, pagaste pero te siguen reteniendo




2) La plata no te la devuelven nunca. Te dicen que si, que la vas a cobrar, FALSO. Ni como crédito fiscal, ni como nada, te sigue reteniendo




Recientemente ha finalizado el "blanqueo". Ha influido principalmente en quienes pagaron el impuesto, la posibilidad de disponer de sus fondos en el exterior libremente, sin tener que pagar las comisiones para traer dinero "en negro" desde el exterior ni tener que ocultarse. Pero, una señora giró 40.000 dólares desde su cuenta en el exterior y el banco le quitó el 5% a cuenta del impuesto sobre los Ingresos Brutos, porque el otro titular de la misma cuenta está señalado en una lista de sufridores de retención. Ello, a pesar de que la norma excluye de sufrir esa retención al giro de los fondos de una cuenta de por ejemplo dos titulares, a la misma cuenta de los mismos titulares.

Detectan irregularidades en el voto electrónico en Salta para las elecciones a gobernador

Autoridades provinciales no permitieron hacer una auditoría completa del sistema que se utilizará en las elecciones del 10 de noviembre.



Expertos informáticos del Frente de Todes detectaron una serie de irregularidades en el sistema de voto electrónico que se utilizó para las PASO y se utilizará este domingo en Salta para las elecciones a gobernador. Las autoridades de esa provincia no permitieron una auditoria completa del sistema, pero incluso una revisión parcial arrojó un resultado alarmante que pone en cuestión el uso de la Boleta Única Electrónica, que es un tipo de voto electrónico, para garantizar el secreto del voto y que no se puedan manipular los resultados.

Las elecciones salteñas fueron desdobladas de las generales. En las PASO se impuso el actual intendente de la capital provincial, Gustavo Sáenz, con el 42% de los votos. En segundo lugar quedó Sergio “Oso” Leavy, candidato del Frente de Todes, con 32%. La diferencia entre ambos fue de 72.000 votos. El dato del números de votos es importante ya que, si bien la diferencia fue de 10 puntos, la revisión del sistema de voto electrónico sumado al análisis del corte de boleta, según los especialistas que lo realizaron, pudo estar relacionada a la configuración de las máquinas que se utilizaron para votar.

El informe de la auditoria del Voto Electrónico en Salta, revela que en lugar de permitir que se audite el código fuente de los sistemas proveídos por Magic Software Argentina (MSA) el gobierno de Salta lo reemplazó “por una simple e insuficiente inspección ocular, ofrecida por el personal de la empresa Magic Software Argentina (MSA) y avalada por los representantes del Tribunal Electoral presentes”. De las 21.000 líneas de código que tiene el programa les dejaron “observar” el 0,5% en unas pocas horas, cuando una auditoría de este tipo lleva meses. Ante esto, los enviados del Frente de Todes firmaron un acta para que conste que, de esa forma, no era posible auditar el código fuente. Esto es fundamental, ya que el código fuente es el ADN del programa que utilizan las máquinas de voto electrónico, es decir, ahí está cómo funciona y se pueden encontrar las fallas tanto involuntarias como voluntarias.

"No se puede garantizar que no hayan manipulado la elección de Gobernador en Salta", planteó respecto a las PASO Eliseo Zurdo, uno de los especialistas informáticos del Frente de Todes que realizó la revisión del sistema. En declaraciones a El Destape Radio, Zurdo afirmó: "No nos dejaron auditar el código fuente de las máquinas que se usan en las elecciones de Salta". Un video difundido por el informático Javier Smaldone confirmó que en lugar de entregar el software, las autoridades electorales les mostraban a los especialistas informáticos fragmentos de ese código fuente en una pantalla. Zurdo dio también detalles de como pudo manipularse el resultado de las PASO. "Hubo casos de gente que apretaba la pantalla y esto llevaba directo a imprimir, por lo que no podía elegir candidato”, remarcó.

Los representantes del Tribunal Electoral salteño y de la empresa MSA dieron como respuesta que la elección siempre se realizó de esa forma y que los expertos del Frente de Todes hacían demasiadas preguntas sobre algo de lo que nadie se quejó nunca.

Los auditores del Frente de Todes también detallaron que, en las PASO provinciales, en la pantalla inicial siempre tenía como primera opción “Votar por categoría”, lo que impulsaba el corte. Un informe interno del Frente de Todes muestra que hubo corte de boleta para la categoría gobernador en las 60 localidades de Salta. Esto, según el informe, perjudicó al candidato Sergio “Oso” Leavy. En algunos lugares, como en Cachi, el corte de boleta entre el candidato a intendente y a gobernador alcanzó el 50%. En Rosario de Lerma llegó al 58%. La contracara fue el caso del candidato Gustavo Saenz, que tuvo niveles de corte de boleta a favor de la categoría gobernador que, en algunos lugares, llegó al 320%.

En sus conclusiones, los especialistas informáticos del Frente de Todes plantearon la falta de transparencia en la auditoría, que se desconoce “por completo el software de transmisión, recuento y difusión”, que hubo “problemas graves con la trazabilidad de los equipos” y que “no se observa en la última pantalla un aviso de controle su voto”.

Salta es la provincia pionera en la implementación del Voto Electrónico con el mismo sistema que se utilizó luego, en 2015, en la ciudad de Buenos Aires. Se trata de la denominada Boleta Única Electrónica que es una de las tantas formas de Voto Electrónico que existen, tal como repitieron en numerosas oportunidades los especialistas en seguridad informática de todo el país. El único proveedor de este sistema de voto electrónico es la empresa Magic Software Argentina (MSA), cuyo titular es Sergio Angelici pero que, en Salta, algunos vinculan económicamente con la familia Urtubey. Más allá del negocio detrás de su implementación, lo que corre riesgo es son garantías democráticas tanto del secreto del voto como de que el resultado electoral real.



Starbucks llama a los empleados "partners" pero paga los peores sueldos del mercado


Starbucks y las amargas happy companies

Startbuks Coffee a los sindicatos lo considera innecesarios y superfluos, pues según su cultura corporativa, ahí no hay trabajadores sino “partners” y las relaciones son cálidas y horizontales. Nada de eso quedó en evidencia en la última negociación colectiva. Karina Narbona, investigadora de Fundación Sol, explica que Starbucks pertenece al tipo de empresas de la línea “happy companies” que potencian el “salario emocional” de los trabajadores, sin abordar el salario real que suele ser bajísimo. “En Starbucks, todo fue emocional y cálido hasta que se habló de sindicato”, narra.


En Starbucks Coffee a los trabajadores los llaman “partners”, porque según la cultura corporativa de la empresa las relaciones laborales deben ser horizontales y están marcadas por el afecto y la confianza.

En 2013 Starbucks enfrentó en Chile su primer proceso de negociación colectiva con el Sindicato de Trabajadores de Starbucks que cuenta con 200 socios, en su mayoría estudiantes universitarios. Ese sindicato (fundado en 2009), es el único que la empresa tiene en América Latina y es uno de los pocos en los 44 países en los que la empresa opera.

La negociación colectiva se inició en abril y los trabajadores pidieron un alza de salarios según IPC, bonos básicos (como transporte y colación) y que la empresa proveyera la ropa de trabajo que hasta hoy deben pagar los empleados. Los “partners” de Starbucks reciben un salario cercano al sueldo mínimo, que si se avalúa en horas es de $ 1.200, menos de lo que la empresa cobra por un café. Mientras, Starbucks Chile aumento en 147 % sus ganancias(1) .

La empresa se negó a todas las reivindicaciones. Los trabajadores optaron por hacer presión con 20 días de huelga legal. Como no obtuvieron respuesta, tres de sus dirigentes decidieron realizar una huelga de hambre y acampar a la salida del local ubicado en el elegante barrio Isidora Goyenechea, en Vitacura.

Durante el conflicto, la compañía pudo reemplazar sin problemas trabajadores en huelga y logró el funcionamiento normal de los 31 locales, con la contratación de trabajadores antes de la negociación, gracias a lo cual se ahorró las 4UF por cada trabajador reemplazado que exige la ley (Chile es uno de los pocos países en el mundo donde se permite el reemplazo de trabajadores en huelga).

Esta estrategia fue complementaria con otras medidas tomadas durante el proceso de negociación, como el reparto y lectura en voz alta en cada local de documentos orientados a explicar sesgadamente la negociación a los empleados.

Con este frente adverso, el sindicato no pudo obtener ganancias concretas tras su negociación, no obstante, el 17 de agosto consiguió una histórica y primera condena por prácticas antisindicales a su empresa empleadora.

La jueza a cargo, Paola Díaz, concluyó que la documentación de la empresa en los locales hacía referencia al sindicato como “mecanismo de presión externo” y entregaba información inexacta y tendenciosa sobre lo que significa la negociación colectiva y la huelga. Además, la empresa evidenciaba desigualdad de trato respecto a los ascensos de los trabajadores sindicalizados y los que no eran parte de la organización. También consideró que esta animosidad contra el sindicato es una política internacional de la empresa, evidenciada en los dichos del CEO de Starbucks en internet, Howard Schultz, quien indica “el manejo benévolo gerencial debería hacer a los sindicatos superfluos”; y de la vocera de la compañía, Tara Darrow, en su exaltación de la tradición de comunicación directa con los empleados y no a través de sindicato.

El comportamiento agresivo de una empresa de aspecto tan amigable se puede entender ahondando en las tendencias en gestión de recursos humanos que se han impuesto desde hace por lo menos tres décadas.


“La jueza consideró que la animosidad contra el sindicato es una política internacional de la empresa, evidenciada en los dichos del CEO de Starbucks, Howard Schultz, quien indica “el manejo benévolo gerencial debería hacer a los sindicatos superfluos”.

Hacia fines de los ‘70, desde que se difundieron las elogiadas relaciones laborales japonesas, especialmente en Estados Unidos, comenzó a hablarse de una nueva meta a seguir: una “Gestión 2.0”, que logra la implicación subjetiva de los trabajadores en las metas y valores de la empresa, que no descansa tanto en el control directo, sino en la persuasión y en el compromiso moral del empleado. Bajo esta visión llegó a cambiarse el nombre de los departamentos de personal por “Gestión de Recursos Humanos”, entendida como una función gerencial especializada en la motivación de las personas para el incremento del desempeño, favoreciendo relaciones altamente individualizadas.

Es así como en la retórica empresarial se dio origen a la “era de la colaboración” y la “happy company”, con políticas activadoras del compromiso: valores u actitudes que la empresa promueve para el desarrollo del trabajo, como la “autonomía responsable”, y diversos estímulos: gimnasia laboral, yoga, baile entretenido, premiaciones y reconocimientos a los trabajadores ejemplares, denominaciones armónicas de “líderes” y “colaboradores” para referirse a jefes y empleados (con algunas variaciones: Scotiabank llama a los trabajadores “scotiabankers” y Starbucks “partners”, por ejemplo) y beneficios sociales (como descuentos y casas de veraneo) a los cuales se llama “salario emocional”. Estas políticas generan ciertas mejorías para las personas y sin duda sensaciones más placenteras, de ahí que se diga que se trata de una “humanización del trabajo”.

No obstante, tienen su contracara. Se generan en el contexto de una creciente presión en el trabajo, con bajos sueldos, donde se ve más bien un efecto sustitución del “salario real” por el “salario emocional”, y en donde, en virtud de una filosofía del consenso entre trabajadores y dirección, se genera una especie de cruzada religiosa para combatir cualquier atisbo de “amenaza interna” (ya sea monopolizando la relación con los empleados para marginar al sindicato o integrándolo de manera subordinada a las funciones de gestión empresarial).

Este último aspecto se muestra con claridad en el caso Starbucks, donde todo es emocional y cálido hasta que se habla de sindicato. La ficción del consenso social es tan dominante en la empresa, que nubla cualquier posibilidad de negociación. Años atrás, en una conferencia en la universidad Adolfo Ibáñez, el gerente general Eduardo Caneo, declaraba: “decimos partners porque en esta empresa somos todos iguales”. La idea la profundiza en la demanda señalando que la armonía y comunicación fluida con sus “partners”, se ve retratada en “desayunos y pizzetadas, entre otras actividades, en donde participa la gerencia y donde los partners tienen la oportunidad de plantear su requerimientos y sugerencias”.

Se trata de un poder discreto, una manipulación simbólica que a través de un paternalismo renovado disimula las asimetrías de recursos en las relaciones laborales y la enorme distancia de poderes existente, reservando para la empresa la facultad absoluta de dirección y evitando que surja cualquier oposición. Todo esto opera de forma sutil, claro está, hasta que alguien no responda a los estímulos y los contraríe de frente; ahí reaparece la coacción, especialmente si se trata de un colectivo.

La jueza al respecto fue elocuente: “desde antiguo los empleadores han defendido la individualización de las relaciones”, pues “pone a la empleadora en una cómoda situación de predominio y decisión (…)”. De ahí el mérito y la importancia de esta sentencia, que logra desnudar un hecho invisible, bajo el ropaje de la colaboración.

Notas:

1) Este dato se encontraba disponible en la página del Sindicato de Starbucks Chile, la cual fue retirada de funcionamiento esta semana por razones desconocidas.

Maxi, micro y nano influencers: cómo diferenciar a la nueva generación de celebridades de las redes sociales






Las personalidades de Internet conocidas como "influencers" han llegado para competir con modelos, actores y actrices además de los simplemente denominados "famosos", por una tajada del presupuesto publicitario de las grandes firmas del mundo, desde marcas de indumentaria hasta fabricantes de automóviles.


Pero en una era donde aparentemente cualquiera puede autodenominarse influencer, ¿cómo se puede distinguir a aquellos que realmente tienen una llegada real a su audiencia y quienes simplemente tienen la capacidad de tomarse buenas fotos donde se cuida hasta el último detalle?


Más importante aún, ¿cómo saber elegir el embajador de marca adecuado cuando los números de seguidores, likes y shares parecen ser lo único que interesa a los expertos en marketing hoy día?



Poner la situación en contexto resulta fundamental. No es lo mismo querer apuntar a contratar a un maxinfluencer, aquellas personas con más de un millón de seguidores en redes como Instagram, que a un microinfluencer, aquellos que son seguidos por unos pocos cientos de miles.


Aquellos en el escalafón más alto del ranking de popularidad en redes suelen estar fuera del alcance de la mayoría de las empresas por lo elevado de su cachet por post, por lo que muchas veces estos deben ser descartados más allá de la promesa de una explosión de ventas que representen.


Es por eso que una nueva generación de personalidades de Instagram, conocidos como nanoinfluencers, viene pisando fuerte en el mundo de la publicidad online. Con unos pocos miles de seguidores, estos están siendo contratados cada vez más debido en parte a su escasa fama, algo que permite que puedan recomendar a sus amigos desde productos de belleza a muebles para el hogar sin que parezca que se los están vendiendo bajo un esquema calculado en extremo.



Un artículo del periódico The New York Times destaca que hoy las marcas prefieren trabajar con estos dado que su contratación solo implica el canje de productos o una mínima comisión por si colaboración mediante posteos publicados con los hashtags #ad o #sponsored.


"Todos en Instagram tienen a esa amiga popular que acumula likes y comentarios gracias a sus excelentes contenidos. Probablemente nunca trabajaron con una marca antes, simplemente son buenas con las redes sociales" explicó al NYT Mae Karwowski, directora de Obviously, una agencia de marketing enfocada en los influencers.


"Existe cierta saturación en el nivel más alto" explicó Karwowski. "Hemos visto una gran demanda por trabajar con influencers más pequeños, dado que su nivel de engagement es muy elevado y hoy contamos con la tecnología para medir qué funciona y qué no" añadió.


Firmas como Obviously cuentan con una selección de alrededor de 7.500 nanoinfluencers, número que planean duplicar para el mes de marzo. "Las nuevas generaciones han crecido con esta tecnología, por lo que están muy acostumbrados a ver a otros hablar sobre los productos que les gustan y recomendarlos. Ahora también quieren ser parte de ello" detalló Karwowski.


"Esto te da la posibilidad de hacer múltiples apuestas pequeñas en lugar de ponerlo todo en Kim Kardashian" concluyó la experta en la nueva tendencia.

Gestualidad y disruptividad de la marca política Donald Trump

El presidente de Estados Unidos, Donald Trump, es conocido por su discurso disruptivo y sin anclajes, tanto en lo presencial como en las redes.

Trump, a la esposa de Macron: “Está en muy buena forma física”






Ocurrió durante la visita de Donald y Melania Trump a París, el 13 de julio. El presidente de Estados Unidos se deshizo por unos segundos de su caparazón diplomático para elogiar el aspecto físico de Brigitte Macron, la esposa del presidente francés, Emmanuel Macron. “Estás en tan buena forma”, dijo Trump, rescatando su carácter más Donald.


Trump a Buzz Aldrin: “Hay mucho espacio ahí fuera, ¿verdad?”

El presidente se dirigió así al segundo hombre en la historia que pisó la Luna, invitado a la firma de una orden ejecutiva para recuperar el Consejo Nacional del Espacio. Buzz Aldrin le respondió con la frase más famosa del personaje de Toy Story que lleva su nombre: “Infinito y más allá”. El exastronauta se convirtió en el protagonista de la tarde y no solo por su original respuesta, sino por las caras que iba poniendo durante el discurso de Trump.
Trump ‘le pega una paliza’ a CNN



El vídeo que compartió Trump a través de Twitter. TWITTER



Las salidas de tono del magnate también se manifiestan en la red social preferida por el presidente. Trump causó un gran revuelo esta misma semana al publicar en Twitter un antiguo vídeo en el que se le veía luchar contra una estrella de lucha libre. Pero cambió el vídeo para que en lugar de la cabeza del contrincante se viera el logo de la cadena de televisión CNN. Además, en el mensaje con el que acompañó las imágenes cambió las siglas de CNN por FNN, que según sus palabras significa Fraude News Network (Red de Noticias Fraudulentas).
Trump flirtea con una periodista en el Despacho Oval


Mientras el presidente mantenía una conversación telefónica con el primer ministro irlandés, Leo Varadkar, se dirigió hacia una de las periodistas que se encontraba en el Despacho Oval. “Tiene una bonita sonrisa, así que debe tratarte bien”, le dice Trump a su interlocutor, al que había llamado para felicitarle por su reciente victoria electoral. Todos se ríen, incluida Caitriona Perry, la dueña de la sonrisa. El vídeo fue divulgado por la propia periodista, que aseguró que era uno de los momentos más extraños que había vivido como corresponsal. Mientras, las redes sociales debatían si la actitud del presidente fue machista.



El desafortunado baile con el himno de EE UU en un acto solemne


Durante la celebración del Lunes de Pascua, el presidente fue criticado por olvidarse de llevar la mano al pecho mientras sonaba el himno. Un mes después, Trump corregía y no se olvidaba de ese gesto durante la conmemoración del Día de los Caídos. Pero cometió otro error: mientras sus acompañantes permanecían quietos de manera solemne, él tarareaba y se balanceaba al son de la música. Numerosos veteranos de guerra le afearon el gesto.




El empujón al primer ministro de Montenegro



Durante una visita a la nueva sede de la OTAN en Bruselas el pasado mayo, Donald Trump apartó al primer ministro de Montenegro, Dusko Markovic, de un manotazo para ponerse en la primer fila de un paseo con otros líderes de la alianza. El presidente criticó durante la cumbre la falta de compromiso de algunos países miembros.
“En puestos así, no quiero una persona pobre”



En un mitin en Iowa, el presidente halagaba a a Wilbur Ross, el secretario de Comercio, y al director del Consejo Nacional Económico de la Casa Blanca, Gary Cohn. Admitió que prefería que gente adinerada ocupara puestos de responsabilidad económica, causando una vez más revuelo en las redes sociales.

Trump-Putin: Gestualidad





Macron lo frena a Trump



Trump le niega la mano a Merkel



Trump le tritura la mano a Abe




Trudeau se anticipa y evita que Trump le haga su clásico saludo intimidatorio




El apretón de manos de Trump como gestualidad constructiva de la marca política


Art and Copy: Tommy Hilfiger Brand Launch


Futbol, un sentimiento... que se puede explicar

Pablo Alabarces, máximo referente latinoamericano en sociología del deporte

Pasión, folklore, aguante. Los mitos del fútbol tienen poco que ver con su complejidad. Y los discursos imperantes, como el que involucra a la violencia, no pasan de ser enunciados superficiales. En tiempos de nerviosismo futbolero, una entrevista que invita a parar la pelota.

Por Pablo Esteban



Imagen: Guadalupe Lombardo

Cuando juega la Selección, cada ciudadano atraído por el imán de la redonda se viste de director técnico. Todos, a su turno, se colocan el traje de expertos, sin importar demasiado en cuántas oportunidades a lo largo de su vida se pusieron los botines y, en efecto, pisaron el césped de un potrero o las baldosas desgastadas de un club de barrio. Cada acción por parte de los profesionales es motivo de reproche y de festejo sin escalas, la algarabía no entiende de matices, la excitación está a la vuelta de la esquina. La pasión, reacción caprichosa y espontánea, no tolera ninguna explicación racional, porque el fútbol se respira, se vive y se siente: pero no se piensa. Nunca se piensa.

En este marco, nadie mejor que Pablo Alabarces para proponer una reflexión profunda acerca del deporte más popular de Argentina, una mirada capaz de desarmar la cultura del aguante y de gambetear sentidos comunes. Un enfoque que problematiza discursos típicos como “el folclore” y “la pasión” que –de manera corriente– son empleados por los periodistas deportivos para justificar los actos de agresividad “realizados por los violentos de siempre” en los estadios del país. Un discurso simplista, lineal y confortable que elude la confrontación de intereses y la problematización, auténticos canales para el cambio social. Alabarces es licenciado en Letras (UBA), magíster en Sociología de la Cultura y Análisis Cultural (Unsam) y doctor of Philosophy (Universidad de Brighton). Además, se desempeña como investigador principal de Conicet y se ubica como uno de los principales referentes latinoamericanos en sociología del deporte.

–Usted fue pionero en Latinoamérica al iniciar, hace 25 años, los estudios en sociología del deporte. ¿Cómo se le ocurrió investigar sobre fútbol?

–Este interrogante suelo responderlo con otro: ¿cómo es que a nadie se le había ocurrido antes? Creo que no hace falta argumentar demasiado respecto a la pertinencia que implica estudiar las relaciones entre el deporte, la cultura y la sociedad. El fútbol ocupa un lugar central en la vida cotidiana, en la subjetividad, en la sociabilidad, en la economía y en la política. De este modo, si se supone que aquellos que nos dedicamos a investigar la cultura debemos encontrar objetos que nos permitan decir cosas importantes acerca de la sociedad en la que vivimos, el fútbol se ubica en un lugar fantástico.

–¿Cómo se ha modificado la concepción de este deporte respecto a décadas precedentes? En la actualidad, ¿qué tiene de popular el fútbol?

–Precisamente, cuando empezamos a reflexionar nos pareció que el fútbol constituía un buen punto de intersección entre lo popular y lo masivo. Se trataba de un fenómeno donde lo subalterno se hacía fuerte en oposición a la cultura oficial y legítima; la idea de un Maradona que por sus destrezas corporales era calificado como un “genio”, a pesar de que ésta se refería a una característica más asociada al campo intelectual. Y también era masivo porque ya se trataba de un deporte que se erigía como la mercancía fundamental de la industria de masas contemporánea –situación hiperconsolidada en las últimas décadas–. Sin embargo, algo ha cambiado: hoy, los miembros de la burguesía se jactan de ser hinchas de algún equipo. Sin ir más lejos, el Presidente de la Nación se enorgullece de ser “bostero” y Beatriz Sarlo de proclamarse simpatizante de Ferro. Hace un tiempo esto no ocurría, era impensado. Entonces, cabe la pregunta, ¿dónde quedó lo popular del fútbol? No lo tengo muy en claro.

–En esta línea, sus investigaciones apuntan a deconstruir los sentidos comunes que invaden el fútbol. ¿Podría compartir algunos de sus análisis?

–Un buen punto de partida, tal vez, lo constituyan algunas falacias que, comúnmente, se utilizan cada vez que se intenta pensar sobre el deporte. Una muy corriente es pensar que todo el mundo sabe de fútbol. Como es una práctica masculina, cotidiana y de masas, se tiende a creer que si alguna vez, por casualidad, un individuo pasó cerca de una pelota, de inmediato, se convierte en un especialista en deporte, sociedad, política y economía. En contraposición, el tipo que pasó cerca de una pelota, muchas veces, ni siquiera sabe de fútbol.

–¿Qué es saber de fútbol?

–Implica tener una mirada muy entrenada capaz de decir algo más complejo que el tradicional “aquel jugador me gusta porque pone huevos”. El problema está en que al ser un deporte de masas habilita a cualquier sujeto a creer que lo sabe todo. Por otra parte, el segundo nudo problemático es pensar que “el fútbol refleja a la sociedad” y que “se juega como se vive”. A partir de aquí, se edifican enormes construcciones repletas de vicios de origen y de desarrollo.

–¿Por qué, entonces, el fútbol no refleja a la sociedad?

–Porque no hay nada presente en la sociedad que refleje a la sociedad. Las sociedades modernas y complejas como las nuestras tienen montones de facetas y aristas. La explicación más obvia y ridícula de los fenómenos de la violencia es que la agresividad que se vive en el fútbol es reflejo de lo que ocurre afuera de las canchas. Cuando se analiza de cerca este vínculo, se puede advertir que no existe una relación de causalidad. De este modo, no es posible decir que la inseguridad urbana repercute con mayor violencia en el fútbol, sino que los ciclos de violencia futbolísticos son totalmente independientes de lo que ocurre en el nivel más general de la violencia social. Inclusive, no guardan relación con variables económicas, esto es, de ninguna manera una mayor pobreza y miseria generan más violencia en los estadios. Como el fútbol construye un campo con bastante autonomía posee reglas que le son propias.

–También ocurre que suelen justificarse los hechos de violencia bajo el paraguas de la pasión.

–La “pasión por el fútbol” constituye un discurso fenomenal con el cual se trata de explicar conductas que son muy disímiles. A menudo, tiende a creerse que la pasión aparece por fuera de lo mercantil porque no se compra ni se vende. Entonces, en tanto que es un fenómeno “innato” y “espontáneo” no aparecería condicionada por factores económicos. Sin embargo, sabemos bien que la pasión opera como un argumento de marketing y constituye una respuesta sencilla frente a una situación de conflicto que no se quiere pensar demasiado. Por este motivo, me inclino a hablar más de lo “emotivo” y de lo “afectivo” para explicar el vínculo de los argentinos con este deporte, ya que pasa mucho más por lo sentimental que por lo racional.

–Desde aquí, el “folklore del fútbol” también constituye otro lugar común que es necesario problematizar.

–Exacto. Lo único que demuestra es que aquel que utiliza el discurso sabe poco de cultura y menos de folclore. Se trata de una idea que indicaría que el folclore viene del pasado y es inmodificable. No obstante, cuando uno se pone a estudiar al respecto, se encuentra con que el folclore es una selección del pasado en función del presente y que además se transforma de manera constante. Basta con comparar a Soledad Pastorutti con Ramona Galarza, o a Los Nocheros con Los Chalchaleros. De este modo, el mal llamado “folclore del fútbol” también ha cambiado entre 1910 y 2017: la mayoría de las prácticas actuales de las hinchadas argentinas no tiene más de 25 años de antigüedad.

–En este marco, cualquier explicación de violencia es justificada a partir de la acción de los “mismos violentos de siempre”.

–Por supuesto, constituye otro de los lugares comunes. Los “violentos” vendrían a ser algo así como sujetos descerebrados que reaccionan de manera agresiva y espontánea. No obstante, cuando se estudian los fenómenos es posible advertir que, en verdad, no existen sujetos intrínsecamente violentos y que sus prácticas agresivas se producen en contextos determinados con fines puntuales. Desde aquí, justificar todo a partir de “los violentos” equivale a no explicar absolutamente nada. Vivimos una cultura del fútbol sostenida por la lógica del aguante, donde “tener aguante” está bien porque “sos macho” y no tenerlo está mal porque “sos puto”. Y a partir de ahí, el resto de las clasificaciones se ordenan con metáforas sexuales.

–Y ese tipo de discursos se actualizan en hechos concretos.

–Exacto, esto sucede porque la posición de aguante no resiste el “chamuyo”. Entonces, como existen momentos para que el sujeto demuestre que tiene valentía, se propician escenarios para el combate. Esto, a su vez, se combina con el honor: si uno es deshonrado por una derrota deportiva, debe demostrar que a pesar de perder la dignidad sigue siendo macho. En síntesis, tenemos sujetos que no son incivilizados, barbáricos ni salvajes sino que actúan de acuerdo a lo que su lógica moral les exige.

–¿De qué manera sus investigaciones pueden contribuir a tener un fútbol mejor? ¿Qué se requiere?

–Implica un mayor compromiso del rol estatal pero también de la sociedad civil. La transformación hacia un fútbol mejor requiere de un consenso enorme entre actores con poder institucional y con poder simbólico (los hinchas). Como hace falta mucho y estamos tan lejos seguiremos teniendo un fútbol desastroso en franca decadencia.

Chile arde y nadie sabe cómo apagar el fuego

El conflicto social dura ya dos semanas y obedece a que no se cumplen las expectativas de la población y a su desconfianza hacia los políticos
Un local 'grafiteado' durante las protestas en Santiago. En vídeo, imágenes de las últimas protestas en Chile.

El estallido social en Chile reventó el viernes 18 de octubre, una fecha que quedará marcada en la historia del país sudamericano. Se manifestó primero en forma de protestas estudiantiles por el alza del precio del billete del metro de Santiago, con entradas masivas en las estaciones sin pagar. Luego con violencia: en solo unas horas, de las 136 estaciones del subterráneo, 118 fueron dañadas y, de ellas, 25 incendiadas y 7 completamente quemadas, con pérdidas estimadas en 376 millones de dólares (unos 335 millones de euros). Hubo un tercer tiempo: los saqueos a los supermercados y al comercio, por los que el Ministerio del Interior ha interpuesto 175 querellas solo en la capital. Y un cuarto: las manifestaciones pacíficas —las más multitudinarias—, que una semana después de la explosión social reunieron a 1,2 millones de personas en el corazón de la capital.

MÁS INFORMACIÓN


Chile decreta el estado de emergencia por las revueltas contra el precio del metro
Santiago de Chile afronta su segunda noche de toque de queda y los disturbios dejan al menos ocho muertos

Pero después de 20 muertos, 592 civiles heridos, cientos de detenidos y denuncias de violaciones de los derechos humanos, ni el Gobierno ni la oposición dan respuesta a la insatisfacción por el tipo de sociedad que tiene Chile, desigual en todos los frentes. Las protestas y la violencia no dan tregua.

“El problema sigue siendo que la política chilena se ha encerrado en una burbuja”, señala el historiador Iván Jaksic. “Hay un desprestigio de la política y el malestar adquiere formas cada vez más preocupantes (...). Atravesamos una situación en la que conviven el triunfalismo del discurso económico con la decepción de quienes no ven sus beneficios, y en donde las expectativas son crecientes”.

Lo que se ha visto desde el 18 de octubre es un conflicto complejo y multicausal que se explica, en parte, por una sociedad que demanda bienes y servicios públicos al alcance de todos. No es lo que sucede actualmente: la dictadura militar (1973-1990) instaló un modelo absolutamente pro mercado y permitió la provisión privada de bienes y servicios que en muchas otras economías suelen dejarse en manos del sector público, como la educación y las pensiones. El divorcio entre los chilenos y quienes supuestamente los representan —tanto del oficialismo como de la oposición— parece ser otra de las causas del enojo de los ciudadanos, que se sienten al margen de la senda de desarrollo de las últimas tres décadas. Pero también explica en buena parte las dificultades de Chile para encontrar una salida a esta crisis, la mayor desde el retorno de la democracia en 1990.

En estos 15 días, el presidente, Sebastián Piñera, tardó en comprender el trasfondo del enojo de sus compatriotas y al principio centró su discurso exclusivamente en el orden público, dada la intensidad de la violencia simultánea que destrozó la ciudad. Sacó a los militares a la calle en una decisión política compleja: las Fuerzas Armadas no salían de sus cuarteles a tomar el control de las urbes desde la dictadura, al menos por hechos que no fuesen desastres naturales. Luego reaccionó y pidió perdón en nombre de la clase política ante la falta de visión por los problemas que se venían acumulando. Anunció un amplio paquete de medidas sociales, como el inmediato aumento de un 20% de las pensiones en beneficio de 1,5 millones de personas. Cambió su Gabinete y centró los movimientos en su equipo político y económico, aunque no fue una apuesta radical. Al menos hasta ahora, sin embargo, sus acciones siguen pareciendo insuficientes. Lo demuestra su popularidad: los ciudadanos lo han castigado y su respaldo ha caído a un histórico récord del 14%.

Daniel Mansuy, doctor en Ciencias Políticas y académico de la Universidad de Los Andes, habla de un malestar acumulado y expandido: “Esta crisis se ha prolongado tanto porque la clase dirigente, en general, y la política, en particular, no han sabido articular ni contener ni dar una dirección a ese malestar”. “Sigue ahí porque la población no se siente interpretada por nada ni por nadie que le pueda dar un cauce institucional. Es grave”.

La oposición se encuentra dividida y, a juicio de la ciudadanía, no lo ha hecho mejor. La misma encuesta que mostró el 14% de popularidad para Piñera, el sondeo Cadem, indicó que todos los partidos de izquierda y centroizquierda están por debajo de esa cifra, con excepción del Frente Amplio, que alcanza un 16% de aprobación, apenas dos puntos por arriba del mandatario. Se trata de una joven coalición que mira a Podemos en España y que no ha logrado tampoco capitalizar el descontento chileno, evidente desde al menos 2006, con las primeras protestas estudiantiles.

En los primeros días de la crisis, el Partido Socialista, socio fundamental de la Concertación que gobernó Chile entre 1990 y 2010, se negó a asistir a las reuniones convocadas por el presidente para intentar darle una salida a la emergencia, argumentando que no lo haría mientras hubiese militares en las calles. El Frente Amplio y el Partido Comunista —que formó parte del segundo Gobierno de Michelle Bachelet junto al centroizquierda— buscan impulsar una acusación constitucional en el Congreso para destituir a Piñera. “Es un show parlamentario. La clase política sigue enfrascada en discusiones pequeñas, que es justo lo que le molesta a la gente”, opina Mansuy. “A la oposición, además, en un primer momento, le costó mucho condenar la violencia y fue muy ambigua, lo que es parte del problema político que tenemos”.

El movimiento chileno hasta ahora no tiene articulación: ni liderazgos, ni portavoces, ni un pliego de demandas concretas. En las peticiones convergen distintos intereses y necesidades. Mientras la clase política busca el diagnóstico y la respuesta necesaria, una parte de los ciudadanos se reúne espontáneamente en asambleas a discutir líneas de acción. Desde hace 15 días, la política chilena está en el aire.

Años de descontento


Desde el estallido de la crisis, el presidente chileno, Sebastián Piñera, tuvo que dejar a un lado el programa con el que llegó a La Moneda en 2018. Se ha abierto a cambiar su reforma tributaria, incluso en los aspectos que consideraba fundamentales. Para no encender nuevas hogueras, sus ministros negocian con empresas privadas para contener el aumento de la tarifa eléctrica, el precio de los peajes urbanos o la gasolina.

Para algunos analistas, como Ascanio Cavallo, “simbólicamente, el Gobierno está acabado”, sobre todo después de que el miércoles anunciara la cancelación del Foro de Cooperación Económica Asia-Pacífico (APEC), que se iba a celebrar en Santiago en noviembre, y de la Conferencia de las Naciones Unidas sobre el Cambio Climático (COP25), en diciembre. “Eran los mayores logros del Gobierno en materia internacional. El segundo desafío, lograr que la economía repunte, también lo daría por muerto”, afirma Cavallo.

El divorcio entre los chilenos y quienes son sus representantes políticos ha sido alertado desde hace años. El Programa de la ONU para el Desarrollo (PNUD) publicó en 2016 su encuesta Auditoría a la Democracia, donde advierte de “un problema de carácter estructural” y señala que “el descontento de la ciudadanía con el funcionamiento del sistema político y sus instituciones ha sido paulatino más que repentino”. Comparando los datos de 2008 y 2016, quienes no se identifican ni con la izquierda, ni el centro, ni la derecha pasaron de ser un 34% a un 68%. Quienes no se sienten representados con ningún partido político, de un 53% a un 83%.

Johnson le saca 17 puntos de ventaja a Corbyn


Los conservadores del premier Boris Johnson tienen una gran ventaja sobre los laboristas de Jeremy Corbyn de cara a las elecciones británicas del 12 de diciembre, según un último sondeo Ipsos Mori, que muestra que la fuerza del primer ministro orilla el 41% (+8%) frente al 24% del laborismo.

En tercer lugar se ubican los Liberales Democráticos de Jo Swinson, a los que Ipsos otorga un 20% y finalmente el Brexit Party de Farage, con un 7 por ciento.

Johnson, según el sondeo, es el único dirigente con un porcentaje de opiniones a favor superior a las contrarias (46% contra 42%).

Corbyn se frena en 15% de opiniones favorables, precedido por Farage con el 22%, aunque este último tiene un 52% de opiniones hostiles a su figura.