The construction of a composite and dynamic satirical ethos in the presidency of Álvaro Uribe Vélez (2002-2010), in Matador’s Cartoons

Abstract

This work seeks to characterize the image of former Colombian President Álvaro Uribe Vélez (2002-2010) as crafted in Matador’s cartoons published in the Colombian newspaper El Tiempo during three relevant periods in his two governments (2004, 2006, and 2010). From a semiotic perspective, mindful of visual and verbal signs that make cartoons, we analyze the satirical framing from which the political cartoon operates based on the topics addressed, the characters that are represented, and personality that can be identified in the presidential character. A correspondence analysis 'a multivariate analysis technique' also allowed us to study whether there are variations between the personality traits identified in Uribe Vélez’ character in each of the aforementioned periods. It is concluded that the political cartoons constituted a symbolic struggle for the depiction of the president, given that Matador focused on the negative aspects of his actions, as well as associated some of his decisions judged as positive by the public with negative facts and features, and questioned the ethos built by Álvaro Uribe Vélez in his speech. It was found that the shortcomings in the five dimensions of personality traits identified in the depiction made by Matador (competence, integrity, emotional stability and decision-making, loyalty and responsibility, charisma and empathy) varied in some situations during the two terms, depending on the political agenda. Thus, the features identified in the character are interpreted as a composite and dynamic satirical ethos.