Sahagun: morphing like a chameleon. (Politics).

Following her relative absence in the media--which occurred just as she was receiving the most criticism in her tenure as first lady--Marta Sahagun returned to the public scene. Her controversial return, despite having won her favorable points, finally forced her take a strategic leave again.

Sahagun returned with force, ready to regain lost ground. She declared that clear and accurate information could stop the growing number of AIDS cases, in addition to promoting family planning and sex education. "[New cases] can be avoided if we speak clearly, including about the use of a condom," she was quoted as saying. These statements are quite significant, given that the promotion of family planning and condom use have been rejected by the Catholic Church, the extreme right and factions of her husband's conservative National Action Party.

ALL OVER THE PLACE

The objectives of her reappearance were abundantly clear to those in political circles. On one hand, she wanted to counter the increasing popularity of Mexico City Mayor Andres Manuel Lopez Obrador. On the other, Sahagun hoped to pressure that part of the Catholic hierarchy that has harshly criticized the Fox government while also recrafting her image in the media as a more tolerant and socially sensitive first lady.

However, this strategy soon ran into problems. The content of several books about her ran on the front pages of many newspapers. Sahagun and the president's office reacted by trying to turn this possible crisis situation into an opportunity.

THE BOOKS

* "La Jefa" by Olga Wornat. A short biographical work. This book is the most controversial, particularly because it touches on intimate and family secrets. The writer interviewed Sahagun on several occasions.

* "Marta" by Rafael Loret de Mola. This book recounts real events and perception.

* "Dulce Asalto al Poder" by Amparto Espinosa. Of the three books, this is the most serious and analytical. It discusses Sahagun's experiences and that of first ladies around the world. It also covers opinions of the public and media about Sahagun.

Analysts and opinion leaders have largely agreed that invading the private life of the presidential couple is unacceptable, but they have also placed heavy blame on Sahagun for not respecting--from the beginning--the line between public and private life. She used her private life to push public and political activism and is now paying a price.

SPIN CONTROL

Under these circumstances, Marta Sahagun and her advisors had to modify their public strategy by trying to put a positive spin on these events. The first lady played the deceived and betrayed victim and pushed the idea of "humanizing" the act of exercising power as a characteristic of the government of change. Marta is honest and recognizes that she has family problems.

The first lady discredited the books by Wornat and Loret de Mola and refocused the spotlight of controversy from her private life to the strictly political arena, in part by promoting the continuity of the president's plans for change. Finally, Sahagun announced she would temporarily remove herself from the forefront.

In a political environment marked by an absence of leadership and an ineffective presidential cabinet, Marta Sahagun--who has consistently received the highest public approval ratings among those connected to Fox--will surely return to the spotlight. But the next time she will have more experience and will have greater success in her political position and strong support from President Fox during the final three years of his government.

Joel Estudillo Rendon is a member of the board of the Mexican Institute for Political Studies.