Abstract
This document presents a grounded theoretical explanation (Grounded Theory) on the diversity of persuasive strategies, used by independent candidates (CI-insider), during their participation in three of the ordinary local elections held on June 5, 2016. Data analyzed are mainly from two sources: i. of the results of the electoral preference; and, ii. Of 30 interviews that such candidates gave to various media. It is concluded that the persuasive strategies of these actors, which are always circumstantial, were inclined to: 'show their qualities', 'take distance from the political party to which they belonged', 'expose the deficiencies of the political parties' and 'build an image as an independent candidate'.
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