especially in the digital environment.

This article analyzes the communication and political marketing strategies employed during the 2024 election campaign of candidate Mayer Mizrachi, with the aim of identifying the discursive, media, and digital resources used to build his public image, disseminate proposals, and generate closeness with the electorate. The study adopts a qualitative approach, based on the case study method and content analysis of messages disseminated on social media, digital media, and public campaign events. The results show a strategy focused on personalizing the message, the intensive use of digital platforms, and a narrative of political renewal aimed primarily at young and urban voters.