Transformation technologies of communication and marketing in three stages. The case of Margaret Thatcher, Silvio Berlusconi and Donald Trump

Throughout history, political communication has been a central element in the creation and maintenance of leadership, as it allows public figures to express a convincing discourse that is consistently linked to social perceptions and desires. Thus, a leader's positioning is closely related to the way they present their proposals, give them meaning, and manage to mobilize public opinion in their favor. The objective of the research was to analyze the transformation of political communication and marketing through three historical moments, represented by Thatcher, Berlusconi, and Trump, emphasizing the ways in which each used media and discursive resources adapted to their sociopolitical environment. The methodology employed critical analysis of political discourse and historical comparison. The results obtained allow us to conclude that, in essence, the political leader manifests himself as an interpreter capable of deciphering the cognitive packages scattered throughout society—fears, aspirations, disappointments, desires—and giving them narrative coherence in a political and ideological agenda that activates the masses to achieve clear goals.