La ofensiva de Bolivia y Chile y la diplomacia pública mediada. Relaciones Internacionales, 89(2), 17-46. http://dx.doi.org/10.15359/ri.89-2.1

Revista 89.2 Revista RELACIONES INTERNACIONALES Escuela de Relaciones Internacionales. Universidad Nacional, Costa Rica. N.º 89.2 • Julio-Diciembre de 2016 doi: http://dx.doi.org/10.15359/ri.89-2.1 Pp. 17-46

LA OFENSIVA DE BOLIVIA Y CHILE Y LA DIPLOMACIA PÚBLICA MEDIADA Bolivia and Chile on the Offensive via Mediated Public Diplomacy

Daniel Aguirre Azócar* Juan Cristóbal Villalobos**

RESUMEN:

ABSTRACT:

(O SUHVHQWH DUWtFXOR DERUGD ODV UHFLHQWHV DFFLRQHVFRPXQLFDFLRQDOHVGH%ROLYLD\&KLOHHQ HO PDUFR GH OD GLSORPDFLD S~EOLFD $ SDUWLU GH XQ DQiOLVLV GH FRQWHQLGR GH LQWHUYHQFLRQHV HQ HVSDFLRV PHGLiWLFRVGLJLWDOHV VH SUHVHQWDQ ORV DOFDQFHVGHDFFLRQHVFUX]DGDVFRQVLGHUDQGRODV SHUVSHFWLYDV GH HVWXGLRV UHSUHVHQWDWLYRV HQ OD PDWHULD$VtDOH[DPLQDUODVLQWHUYHQFLRQHVGH DPERV SDtVHV FRQWUDVWDQ \ FRPSDUDQ DFFLRQHV GHGLSORPDFLDS~EOLFDIUHQWHDORVHVFHQDULRVGH GLVFRUGLDUHIHUHQWHDODGHPDQGDEROLYLDQDDQWH OD&RUWH,QWHUQDFLRQDOGH-XVWLFLD3DUDFRQFOXLU VHH[SRQHDPRGRWHQWDWLYRXQDHYDOXDFLyQGH ODGLSORPDFLDS~EOLFDHIHFWXDGDSRUFDGDSDUWH HYLGHQFLDQGRHOHPHQWRVTXHUHVWDQ\UHVWULQJHQ XQDDJHQGDGHIXWXURHQWUHDPEDVQDFLRQHV Palabras claves/D+D\D%ROLYLD&KLOHGLSORPDFLDS~EOLFDPHGLRVGLJLWDO

7KLV DUWLFOH IRFXVHV RQ UHFHQW PHVVDJLQJ LQLWLDWLYHVE\%ROLYLDDQG&KLOHZLWKLQWKHFRQWH[W RI SXEOLF GLSORPDF\ %\ PHDQV RI D FRQWHQW DQDO\VLV RI PHVVDJLQJ HIIRUWV YLD PHGLD SODWIRUPV LW H[SHFWV WR DVFHUWDLQ WKH EUHDGWK DQG VFRSH RI FRPSHWLQJ YLHZV JXLGHG E\ UHSUHVHQWDWLYH OLWHUDWXUH RQ WKH VXEMHFW 0RUHRYHU E\DQDO\]LQJVRFLDOPHGLDXVDJHRIERWKFRXQWULHVWKHDUWLFOHZLOOFRPSDUHDQGFRQWUDVWSXEOLF GLSORPDF\ LQLWLDWLYHV DV WKH\ SHUWDLQ WR WKH %ROLYLDQFDVHDJDLQVW&KLOHDWWKH,QWHUQDWLRQDO &RXUWRI-XVWLFH,QHQGLQJWKHVWXG\¶VH[SHFWHG RXWFRPHVLQFOXGHDWHQWDWLYHHYDOXDWLRQRIHDFK VLGH¶VSXEOLFGLSORPDF\DFWLRQV,QDGGLWLRQWKH ¿QDODQDO\VLVVKRXOGSURYLGHHYLGHQFHSRLQWLQJ WRZDUG HOHPHQWV WKDW IXUWKHU UHVWULFW D SRVLWLYH VKDUHGDJHQGDIRUERWKFRXQWULHVLQWKHIRUHVHHDEOHIXWXUH Keywords7KH+DJXH%ROLYLD&KLOH3XEOLF 'LSORPDF\0HGLD'LJLWDO

 $FDGpPLFR GH OD 8QLYHUVLGDG GHO 3DFt¿FR HQ 6DQWLDJR &KLOH &RUUHR HOHFWUyQLFR GDJXLUUH#XFKLOHFO

 6RFLRGH9DQJXDUGLD&RPXQLFDFLyQHQ6DQWLDJR&KLOH&RUUHRHOHFWUyQLFRMYLOODORERV#YDQJXDUGLDFRPXQLFDFLRQFO

(Recibido: 24 de agosto de 2016 Aceptado: 11 de octubre de 2016)

17

Julio • Diciembre • 2016

Daniel Aguirre A. • Juan Cristóbal Villalobos

Revista 89.2

5HFLHQWHPHQWHHOPLQLVWURGH5HODFLRQHV([WHULRUHVGH&KLOH+HUDOGR0XxR] HQXQDHQWUHYLVWDUDGLDOGHOGHDJRVWRGHVHQWHQFLyTXHODVUHODFLRQHV FRQ %ROLYLD ³HVWiQ HQ VX SXQWR PiV EDMR GH ORV ~OWLPRV  DxRV´ ,QGXGDEOHPHQWHFRQGRVGHPDQGDVSUHVHQWDGDVHQOD&RUWH,QWHUQDFLRQDOGH-XVWLFLD GH /D +D\D XQD LQWHUSXHVWD SRU HO JRELHUQR EROLYLDQR HQ DEULO  \ RWUD SUHVHQWDGDSRU&KLOHGXUDQWHHOPHVGHMXQLRVHDJXGL]DQODVWHQVLRQHV HQWUH6DQWLDJR\/D3D]/DGHPDQGDSRUDFFHVRDO2FpDQR3DFt¿FRSRUSDUWH GH%ROLYLD\ODGHPDQGDSRUUHFRQRFHUHOFDXFHLQWHUQDFLRQDOGHODVDJXDVGHO 6LODOD KDQ DFWLYDGR HQ OD HOLWH JREHUQDQWH GH DPERV SDtVHV XQD VLWXDFLyQ GH DOHUWD\GHSUHRFXSDFLyQ&RPRFRQVHFXHQFLDODVDFFLRQHVFRPXQLFDFLRQDOHV GHVSOHJDGDVSRUDPEDVQDFLRQHVKDQWHQLGRFRPRREMHWLYRSUHVHQWDU\SURSRQHUSHUVSHFWLYDVFUX]DGDVVREUHODOHJLWLPLGDGGHORVDUJXPHQWRVGHFDGDXQD (VWDVSHUVSHFWLYDVVHKDQPDWHULDOL]DGRHQXQDVHULHGHFRPXQLFDFLRQHVTXH HQHOWUDQVFXUVRGHORV~OWLPRVPHVHVKDHVFDODGRDQLYHOHVGHYLUXOHQFLD\GH FRQIURQWDFLyQUDUDYH]YLVWRHQHOVLVWHPDLQWHUQDFLRQDODFWXDO (QHVWHHVFHQDULRGHGHVHQFXHQWUR\GHHVWUDWHJLDVFRPXQLFDFLRQDOHVGHDWDTXHHOSUHVHQWHDUWtFXORH[DPLQDUiVLHOPHFDQLVPRGHSUR\HFFLyQLQWHUQDFLRQDOGHQRPLQDGRGLSORPDFLDS~EOLFDDSOLFDSDUDGHVFULELUODVDFFLRQHVGH&KLOH \%ROLYLDHQHOHVSDFLRGLJLWDO3DUDGHWHUPLQDUGLFKDLQWHUURJDQWHVHSURSRQH H[DPLQDUODFRQIHFFLyQ\SRVLEOHVDOFDQFHVGHODSUHVHQWDFLyQGHPDWHULDOFRPXQLFDFLRQDO HVSHFt¿FDPHQWH HQ YLGHRV GLVSRQLEOHV RQOLQH HQ OD SODWDIRUPD TXHFRPXQLFD@´7XFKS  $FWXDOPHQWHODGLSORPDFLDS~EOLFDSRUXQEXHQWLHPSRKDVXIULGRGHSRFDVIXHQWHVWHyULFDVUHIHUHQFLDOHVTXHJXtHQHLQIRUPHQDTXLHQHVWUDWDQ  8QHMHPSORGHGLFKRSHULRGRTXHVHFLWDUHLWHUDGDPHQWHHVODUDGLR9RLFHRI$PHULFD

19

Julio • Diciembre • 2016

Daniel Aguirre A. • Juan Cristóbal Villalobos

Revista 89.2

GHXWLOL]DUODRHVWXGLDUOD*LOERD 3RUORJHQHUDOODGLSORPDFLDS~EOLFD UHFXUUHDQRFLRQHVGHOSRGHUEODQGRGHDFXHUGRFRQODGH¿QLFLyQGHOSROLWyORJRLQWHUQDFLRQDOLVWD-RVHSK1\H-U SDUDTXLHQHOSRGHUEODQGR HQUHODFLyQFRQODGLSORPDFLDS~EOLFDFRQVLVWHHQWHQHUXQDUVHQDOGHUHFXUVRV GHYDORUHVFXOWXUDOHV\SROtWLFRVDGHPiVGHWHQHUSROtWLFDVLQWHUQDFLRQDOHVTXH RWURV SDtVHV GHO PXQGR FRQVLGHUHQ VX¿FLHQWHPHQWH DWUDFWLYDV SDUD DSR\DUODV   (QWRQFHV OD GLSORPDFLD S~EOLFD VH SXHGH HQWHQGHU FRPR PHFDQLVPR SDUDSHUVXDGLUHLQÀXHQFLDUDRWURVHQHOPXQGRYLQFXODGDDORVUHFXUVRVGH SRGHU EODQGR LQWUtQVHFRV GHO SDtV TXH EXVFD FRPXQLFDVH KDFLD RWURV SDUD DVt UHFLELUDGKHVLyQGHORVS~EOLFRVH[WUDQMHURV 3RU RWUD SDUWH FRQFHSWXDOL]DFLRQHV PiV SUHFLVDV GH OD GLSORPDFLD S~EOLFD GHVGH RWUD PLUDGD HVSHFL¿FDQ HO FRQFHSWR  7RPDQGR FRPR EDVH HO SHQVDPLHQWR GH (QWPDQ    OD GLSORPDFLD S~EOLFD PHGLDGD '30  HV WRGDDFFLyQUHODFLRQDGDFRQHOGHVSOLHJXHGHOPHFDQLVPRGHGLSORPDFLDS~EOLFD D WUDYpV GH PHGLRV WUDGLFLRQDOHV GH FRPXQLFDFLyQ FRPR DVt WDPELpQ ±DQXHVWURSDUHFHU±ORVPHGLRVGLJLWDOHVLQFOX\HQGRODVUHGHVVRFLDOHV3RU WDQWRDOFRQVLGHUDUXQDQiOLVLVDSDUWLUGHODVDFFLRQHVHQHOHVSDFLRGLJLWDOHV SRVLEOHFRPSUHQGHUODXWLOL]DFLyQGHODGLSORPDFLDS~EOLFDFRPRSUR\HFFLyQ GHOSRGHUEODQGRDWUDYpVGHORVPHGLRVGHFRPXQLFDFLyQ\VXSRWHQFLDOLPSDFWRHQS~EOLFRVGHRWURVSDtVHV $KRUDELHQDGLIHUHQFLDGHHVWXGLRVPiVJHQHUDOHVGHODGLSORPDFLDS~EOLFDHQOD UHJLyQHVFDVHDQHVWXGLRVSUHYLRVHQFXDQWRD'30UHODFLRQDGRVFRQQDFLRQHVGH $PpULFD/DWLQD/DJUDQPD\RUtDGHORVHVWXGLRVGHVLPLODUHVFDUDFWHUtVWLFDVVHHQIRFDQSULQFLSDOPHQWHHQSDtVHVFRPR(VWDGRV8QLGRVSDtVHVGHOD8QLyQ(XURSHD \&KLQD(IHFWLYDPHQWHOD'30FRPRFDPSRGHHVWXGLRKDWHQLGRSULQFLSDOPHQWH XQGHVDUUROORDSDUWLUGH5REHUW(QWPDQ\ORVWUDEDMRVUHFLHQWHVGH*X\*RODQGHO \*RODQ\/XNLWRSHURQLQJXQRGHHVWRVRVLPLODUHVWRPDQFDVRV GHHVWXGLRODWLQRDPHULFDQRV(QFRQVHFXHQFLDGDGDODIDOWDGHHVWXGLRVGH'30 HQODUHJLyQHOHVWXGLRHVSHUDFRQWULEXLU\DYDQ]DUHQODUHÀH[LyQGHHVWDWHPiWLFD HVSHFLDOPHQWHWHQLHQGRSUHVHQWHVODVLPSOLFDQFLDVSROtWLFDVTXHDIHFWDQHOIXWXUR GHYHQLUGHODUHODFLyQELODWHUDOGH&KLOH\%ROLYLD 3RUFRQVLJXLHQWHFRQVLGHUDQGRHOPDUFRUHIHUHQFLDOVREUHODGLSORPDFLDS~EOLFD  /D 5HYLVWD 0H[LFDQD GH 3ROtWLFD ([WHULRU GHGLFy XQ Q~PHUR  HQ HO DxR  D OD GLSORPDFLD S~EOLFDGHVGHXQDPLUDGDFRQFHSWXDO\FXOWXUDO3RURWUDSDUWHDOJXQRVHVWXGLRVEUDVLOHxRVVREUHHO SRGHUEODQGR\HQHOFRQWH[WRGHO%5,&6H[LVWHQ$VtWDPELpQVHHQFRQWUyXQWUDEDMRTXHDERUGDOD GLSORPDFLDS~EOLFDFRORPELDQD\XQLQWHUHVDQWHDUWtFXORVREUHODGLSORPDFLDS~EOLFDFXEDQDUHDOL]DGD DWUDYpVGHVXVPpGLFRVHQ9HQH]XHOD8QHMHPSORGHDUWtFXORTXHDERUGDSDUFLDOPHQWHODGLSORPDFLD S~EOLFD GH &KLOH HV HO GH -LPpQH]0DUWtQH]   Chile’s Quest to Improve its Image Abroad. )LQDOPHQWH0pQGH]&RWR SUHVHQWDXQSULPHUDFHUFDPLHQWRFRPSDUDGRHQWUH%UDVLO&KLOH0p[LFR \3HU~VREUHHOHVWDGRGHLPSOHPHQWDFLyQGHDFFLRQHVGHGLSORPDFLDS~EOLFDHLPDJHQSDtV

20

LA OFENSIVA DE BOLIVIA Y CHILE Y LA DIPLOMACIA PÚBLICA MEDIADA

Revista 89.2

\ODGLSORPDFLDS~EOLFDPHGLDGDHQSDUWLFXODUHODQiOLVLVGHOD'30GH%ROLYLD \&KLOHUHIHUHQWHDWHPiWLFDVFUtWLFDV\DFWXDOHVTXHFRQYRFDQDDPEDVQDFLRQHVVHSURSRQHXWLOL]DUXQDKHUUDPLHQWDGHDQiOLVLVSDUDH[DPLQDUDFFLRQHVHQ UHGHVVRFLDOHVSDUWLFXODUPHQWHHQFXDQWRDOXVRGHYLGHRVRQOLQHHQ