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      El uso estratégico de la publicidad política de ataque en la elección federal intermedia de 2015 en México Translated title: The strategic use of attack advertising in the 2015 Mexican midterm federal elections

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          Abstract

          Resumen: En las campañas electorales profesionalizadas, los partidos políticos y/o candidatos presentan sus propuestas ante el electorado y buscan maximizar votos, principalmente a través de los medios de comunicación. El objetivo de este trabajo es realizar un análisis de contenido de los mensajes políticos en televisión (spots de 30 segundos) transmitidos por los partidos políticos mexicanos durante las elecciones congresionales intermedias de 2015, con el fin de identificar sus estrategias de campaña. Los resultados muestran que los anuncios de ataque fueron un componente central en las estrategias mediáticas de los partidos durante la campaña.

          Translated abstract

          Abstract: In professionalized election campaigns, political parties and/or candidates present their policy proposals to the electorate and seek to maximize votes, primarily, through media appeals. The purpose of this paper is to content-analyze all media appeals (30 second spots) broadcasted by Mexican political parties during the 2015 mid-term congressional elections, in order to identify their campaign strategies. The results show an increasing level of professionalization and centralization of media-based electoral strategies. They also show that attack ads were a central component of parties and candidates media strategies during the campaign.

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          Most cited references43

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          Negative Political Advertising: Some Empirical Findings

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            Electoral Competition and the New Party System in Mexico

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              La mecánica del cambio político en México: elecciones, partidos y reformas

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                Author and article information

                Journal
                rmop
                Revista mexicana de opinión pública
                Rev. mex. opinión pública
                Universidad Nacional Autónoma de México, Facultad de Ciencias Políticas y Sociales (México, Distrito Federal, Mexico )
                1870-7300
                2448-4911
                December 2016
                : 21
                : 33-49
                Affiliations
                [1] orgnameUniversity of Birmingham United Kingdom ofdj2004@ 123456hotmail.com
                [2] orgnameUniversidad Autónoma Metropolitana Mexico alvaeduardo27@ 123456gmail.com
                Article
                S2448-49112016000200033 S2448-4911(16)00002100033
                64e2245c-6c64-471d-b609-47fc217cfbe8

                This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

                History
                : 25 January 2016
                : 20 April 2016
                Page count
                Figures: 0, Tables: 0, Equations: 0, References: 45, Pages: 17
                Product

                SciELO Mexico

                Categories
                Artículos

                political parties,campaign tactics and strategies,television spots,political advertising,anuncios televisivos,Election campaigns,publicidad política,partidos políticos,tácticas y estrategias de campaña,Campañas electorales

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