Abstract
This article explores the process of construction of the independent candidacy of Jaime Heliodoro Rodríguez Calderón –known by his nickname “El Bronco”– in the 2015 governorship elections in Nuevo León, Mexico. The presence of an independent candidate in that process unleashed an unprecedented phenomenon of participatory democracy and democratic pluralism. This was in part the result of an innovative political campaign that propelled political and citizen liberalization which had in the end a substantial impact on the orientation of strategic voting. The development of this political campaign is examined here in light of the strategies used, such as mass self-communication, televised political debates, and El Norte's surveys.
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