LE PLÉBISCITE CHILIEN DE 1988 OU LA KITSCHISATION DU DISCOURS POLITIQUE

Abstract

Based on the analysis of political clips broadcast on Chilean television during the 1988 plebiscite and the testimonies of key figures of that time, this article aims to show how the campaign led to a kitschification of political discourse. This was particularly evident in the victorious NO camp but was also, in part and awkwardly, adopted by supporters of General Pinochet. While this strategy proved effective for the NO victory, it paved the way for a spectacle-driven politics, which carries detrimental consequences for civic engagement.