Throughout this report I have presented an analysis of the Peruvian political and electoral system. Peru proved to be in a very interesting situation – the political life of parties was highly suppressed in Fujimori times and the party system so far never recovered of that. The government has very low support with the population as shown by the LAPOP report. Party identification is very weak, thus political parties are created as disposable entities supporting the presidential candidates.
In this situation the strategy of gaining population support that is used in the recent campaigns is the usage of neo-populist methods. The candidates create an image of direct response to population questions, avoiding acting through institutions. They travel extensively around the country and campaign through rallies and meetings. As well, the recent campaigns relied extensively on the polls of public opinion. That polling led, for example, to significant softening of the economic course that Humala proposed in 2011 as opposed to 2006.
I conducted an analysis of media headlines to identify corruption and law inefficiency as the main discussed problems. A similar conclusion is provided by the surveys of the LAPOP project.
On the basis of the conducted research I identified the groups most affected by the problem, designed an identity of a presidential candidate for the 2016 elections, proposed and explained the message of his campaign, the visual image of the advertisements and the strategies of delivering his message to the target groups of population.
