Actores, marca personal, responsabilidad política y comunicacional
“La verdad se corrompe tanto con la mentira como con el silencio”
(Cicerón)
Demás está decir que el teatro refleja situaciones humanas presentes en el contexto social; a través de la revelación del mundo privado de los personajes, impulsa la capacidad de reflexión de los espectadores respecto a la esfera pública. En ese sentido, toda forma teatral juega un rol político y sus intérpretes también, máxime si su fama los valida como agentes de opinión con influencia en la audiencia. Esto, evidentemente, adquiere mayor peso si el actor o la actriz han alcanzado reconocimiento por su labor en televisión, la que como sabemos penetra fuertemente en la audiencia y se logra un alcance multiplicador.
Por Álvaro Pacull *(desde Santiago de Chile)
Lucien Goldman, adelantaba que toda forma artística era portavoz ideológica de determinados segmentos de audiencia y que los creadores, ya sea por adhesión o pertenencia, evidenciaban vocería identitaria.
La economía de mercado entendió muy bien esta dimensión y por lo mismo para fines de compraventa ha utilizado rostros actorales para fines promocionales, en el entendido que las formas de vida, conducta y apariencia de los actores pueden tener influencia con determinadas acciones de compra destinadas a públicos focalizados. La política contemporánea, atenta a los beneficios de la comunicación persuasiva, también ha recurrido a rostros influencer, muchas veces actores u actrices, para promover sus causas y diferenciación.
La política, entonces, aprovecha la marca personal de un actor o actriz para el posicionamiento de ideas o motivación de la intención de voto.
La lógica de lo citado se ancla en la confianza y las marcas para su desarrollo y conservación requieren de ella. La audiencia consumidora, sobre todo en la actualidad, donde prima la duda y la suspicacia, está muy atenta a detectar contradicciones o incumplimiento de promesa. La incoherencia suele ser castigada, más en momentos donde la funa parece ser un hábito instalado.
Hace pocos días una destacada actriz nacional, por la que declaro admiración y respeto artístico, ejecutó una alocución muy bella y emotiva, la que fue vista por millones de personas en el marco de la inauguración de unos importantes juegos deportivos de carácter internacional, apelando en ella al valor de nuestra unidad nacional; concretamente dijo: “somos uno, somos un todo, conformado por muchas identidades”, lo que se contradice conceptual y políticamente con lo dicho por ella misma, cuando hace unos meses fue una de las portavoces del cierre de campaña de la opción “a favor” para la votación del proyecto de constitución pasada, instancia efectuada en septiembre del 2022. En esa ocasión, apeló a validar la propuesta de un Chile “plurinacional, intercultural, regional y ecológico”, postura que como sabemos fue rechazada y que contaba con el favor del vigente gobierno, el mismo que después organizó los citados juegos deportivos y que, además -es probable- proveyó o visó el texto previamente comentado.
Aparentemente ambas declaraciones podrían entenderse como equivalentes, pero, dada la lucha ideológica presente en el país, tener cuidado con las palabras parece importante. La constitución rechazada, hablaba de diversas naciones con autonomía, capacidad de decisión y veto; algo que no necesariamente se desprende de «somos un todo, conformado por muchas identidades».
El viejo refrán anglosajón, el «diablo está en los detalles» , implica que tenemos que estar siempre atentos a la trampa escondida en esa letra pequeña que no te dan en el titular o que pasa desapercibida si no se domina la materia y contextualiza bien lo que se está firmando.
Lucien Goldman, adelantaba que toda forma artística era portavoz ideológica de determinados segmentos de audiencia y que los creadores, ya sea por adhesión o pertenencia, evidenciaban vocería identitaria».
Es posible que muchas personas no se percataran de esta (aparente) contradicción, pero desde luego no pasó inadvertida para otros. ¿Cómo afectan estas situaciones a la percepción del público respecto a la credibilidad de la marca personal? ¿La afinidad o el compromiso político pueden hacernos cómplices de tácticas comunicacionales que siembran dudas? ¿Será entendida esta acción como algo normal y sin consecuencias?
Los actores y las actrices poseen un don expresivo admirado y requerido, pero no debieran descuidar la dimensión ético social de la comunicación, especialmente cuando su principal activo es la empatía y la confianza que les otorga el público. Deberían ser cuidadosos en no dejarse utilizar, en percatarse de la profundidad e implicaciones de los textos que les piden vocear y prever los posibles impactos de lo que emiten. La ingenuidad o el atractivo de la figuración masiva, pueden jugar malas pasadas.
Desde luego, siempre es posible el cambio de opinión o de visión respecto a temas de orden político, pero ello debe ser reconocido e informado de manera oportuna y honesta en la esfera pública, para no provocar el reparo y la condena de la audiencia. De ese modo, como dijimos, se actúa de manera preventiva en momentos críticos como los que vivimos.
Cada cual es libre de tener su posición política, ello es natural en una democracia real, pero lo esperable y exigible es la coherencia, al menos en temas trascendentes que tocan y pueden afectar a la ciudadanía. ¡Coherencia es lo que más que nunca demanda la gente a los liderazgos!
Reflexionar sobre esto, con calma y de manera desapasionada, es importante a nivel gremial; pensar el tema de la responsabilidad política del actor y la actriz es preponderante en los tiempos que corren. Acciones como la citada, pueden afectar la percepción del público sobre el rol del actor y la actriz en el escenario social. La inconsecuencia y la liviandad, voluntaria o inconsciente, lamentablemente, pueden comprenderse como manifestación de un cinismo apoyado por herramientas interpretativas al servicio de lo que se ponga por delante, si existe algún tipo de recompensa o beneficio. Eso, desafortunadamente, no sólo perjudica al individuo cuestionado, sino al gremio, ya que, como hemos visto, la emocionalidad de la audiencia tiene efectos rotundamente totalizadores.
* Álvaro Pacull L., es profesor universitario, actor, licenciado en estética, magíster en comunicaciones y diplomado de doctorado en estudios avanzados de literatura española c/m en teoría, historia y práctica del teatro.
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