There has been a digital transformation of the political public sphere. The political conversation is now taking place on multiple social media platforms and information is filtered through a new kind of gatekeeper, the influencer. The aim of this thesis is to describe how the public political conversation is framed in the Youtube-series Partitempen, and if deliberative discussion is taking place in the comment section. And whether the deliberative discussion is derived from the conversation in Partitempen or not. To answer the research questions two methods are used. A deductive qualiative tematic analysis, which applies the theory personlization of politics on the conversation between party leader and influencer in Partitempen. As well a content analysis based on the concept of deliberative discussion is used to research the comment section. To conclude, the conversation in Partitempen is framed around the themes in described in personalization of politics. New dimensions between themes appear by using the qualitative resarch approach. One of them is ’the role of the party leader’ which focuses on the change of private life when beeing a party leader. The other is that the ’private life is used as a benchmark for the party leaders’ own political stand. The result from the content analysis show that deliberative discussion is taking place in the comment section. The most common topic is substansive questions reagarding politics, and that those often derives from the conversation in Partitempen.

El objetivo principal del estudio es analizar la construcción de la marca de outsider del candidato a la presidencia del Perú Julio Guzmán como estrategia para consolidar la imagen de un líder político. Los líderes políticos deben tener en cuenta que la imagen personal no solo transmite mensajes, sino que también influye en las emociones del público. Este artículo se propone explicar la importancia de la creación de una marca como una estrategia dentro de los escenarios de la comunicación política. Asimismo, la presente investigación resalta el valor de la marca personal de un líder político y demuestra que ésta puede generar una identificación con el público, siendo capaz de transmitir ideas y emociones que ayudan a influir en el electorado. Con ayuda de un análisis cualitativo esta investigación se propuso demostrar la existencia de una relación entre la marca personal de outsider creada por Julio Guzmán y su plan comunicacional a través de la comunicación no verbal a la hora de transmitir su mensaje político. / The main objective of the study is to analyze the construction of the brand outside the candidate for the presidency of Peru Julio Guzmán as a strategy to consolidate the image of a political leader. Political leaders must keep in mind that the personal image not only transmits messages, but also influences the emotions of the public. This article aims to explain the importance of creating a brand as a strategy within the scenarios of political communication. Likewise, this research highlights the value of the personal brand of a political leader and demonstrates that it can generate an identification with the public, being able to convey ideas and emotions that help influence the electorate. With the help of a qualitative analysis, this research aimed to demonstrate the existence of a relationship between the personal brand outside created by Julio Guzmán and his communication plan through non-verbal communication when transmitting his political message. / Tesis