El mito como elemento estratégico de comunicación política: aplicación del modelo de Barthes al caso ecuatoriano

The political myth has been preferably used as a tool of discursive rhetoric. This paper makes a proposal: to implement the myth as a strategic element of Government communication, implying its use in the long term. To do so, we suggest the myth construction in the framework of the structure proposed by Roland Barthes which implies, among other things, the diversity of significant for one signified. The myth of Eloy Alfaro, Ecuadorian leader of the late 19th century liberal revolution, constitutes an example of an implementation of this model that has proved successful as a strategy of political communication in the of Rafael Correa’s government in Ecuador. DOI: 10.7764/cdi.31.447