De todos los análisis que se pueden hacer sobre el desastre que hizo Sancor Seguros anoche en el partido despedida de Messi, me quedo con este: Fue un ejemplo perfecto de comunicación vieja contra la comunicación actual.
Vean estos dos videos de ayer.
1) En el primero, el mundo viejo: la típica pauta publicitaria en Telefe, canal de aire tradicional, mientras los drones hacen su mierda en el cielo, aparece el banner de la marca en pantalla y el relator elogiando los drones "no se puede creer, extraordinario" y menciona el chivo de los 80 años. (y obvio no dice nada de los silbidos e insultos de la gente). Es decir, bien lejos de lo que el publico sintió. Bien lejos de la gente.
2) En el segundo, Davo Xeneize en su streaming por YouTube, sentado en su casa, elige poner un video filmado por un hincha (periodismo 2.0 o "ciudadano") y su reacción: se caga de risa del papelón. Una reacción 100% real y honesta, que empatiza con lo que siente la gente, sin pauta publicitaria que le quite la libertad para decir/hacer lo que quiera.
2 maneras muy diferentes de comunicar un mismo hecho.
Las marcas y/o personas que quieran moverse en el mundo actual primero deben entender cómo se mueve el mundo actual.
Comunicación en #ModoNetflix
Como van a hacer un edit de la sole cantando “Son todos bolitas es la banda de laferrere, sabado a la noche chupan pija en el 26” JAJAJAJA estoy llorando de la risa
🇦🇷🇵🇸 On Argentina, football, politics and why it's complicated.
Many people have decided to support or oppose Argentina because of Javier Milei. Zionists support Argentina because Milei is a Zionist; many more oppose Argentina for exactly the same reason. Sport has always been intertwined with politics, and it always will be.
But reality is more complex than that.
Argentina is a Global South country with a large poor population. It has itself been a victim of colonialism and imperialism, most visibly in the war over the Malvinas—what the British colonial narrative calls the Falkland Islands.
Argentina also gave us Diego Maradona, a football legend who consistently stood with just causes, especially the Palestinian cause.
And Argentina is an extraordinarily diverse country. Around 10% of its population is of Arab origin, including half of my own family. They have been Argentinians for three generations, fanatically Argentinians, yet they remain also Lebanese, Arab, and committed to justice for Palestine. Alongside them is one of the world's largest Jewish communities. Within that community, some wave Israeli flags in the stadium, while others, that I know personally, are among the strongest voices for justice in Palestine.
Yes, Milei is an outspoken Zionist. But Argentina is deeply divided, and at least half the country opposes him. The Zionists are trying to appropriate this football team for their own political narrative. It is a pathetic exercise and, above all, one that deceives no one except themselves. Do not let them fool you.
Argentina is not Israel. Argentina is not Zionist. It cannot be reduced to any ideological camp.
Just as Spain cannot be reduced to the pro-Palestine camp, despite the remarkable solidarity shown by its people and many of its political leaders.
On Sunday, I will still be supporting Spain, out of genuine gratitude for that explicit solidarity. But I will not approach the match as a fanatic or an ideologue. If Argentina plays as brilliantly as they did today, they will deserve to win. And if they do, I will applaud them and congratulate my Argentinian cousins.