Cuando la negatividad llega a lo local: publicidad política en tres elecciones estatales en México

Julio  Juárez Gámiz; Martín Echeverría Victoria

doi:10.4185/10.4185/RLCS-64-2009-858-740-752

Authors

Julio Juárez Gámiz Autonomous University of México
Martín Echeverría Victoria Anahuac Mayab University

DOI:

https://doi.org/10.4185/10.4185/RLCS-64-2009-858-740-752

Keywords:

Political advertising, campaigns, local, content analysis, negativism, strategies

Abstract

Political advertising research has been scarce in México, were attention is mainly given to presidential campaigns. Nevertheless, there are 32 States each celebrating gubernatorial elections every six years and recently there have been strong indicators that local elections are shifting into a spree of negative advertising. This study, thus, focuses on three recent gubernatorial races in contrasting states such as Baja California (2007) in the northern border, Yucatán (2007) in the Southeast, and Mexico City (2006). The paper sets out to explore the content characteristics of these campaigns’ political advertising comparing between political parties and states, using a content analysis method and the key variables of issues and communication strategies. We suggests that negativism cannot be defined without taking into account the context in which an election occurs, and that ‘sanitizing’ political campaigns might turn political contests into a self-referencing exercise that does little to serve voter’s information needs

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Author Biographies

Julio Juárez Gámiz, Autonomous University of México

Dr. Julio Juárez Gámiz. He is a full-time researcher at the Center for Interdisciplinary Research in Sciences and Humanities (CEIICH) of the National Autonomous University of Mexico (unam) and a member of the National System of Researchers as a Researcher Candidate.

He holds a degree in psychology from UNAM and a master's and doctorate in Political Communication from the University of Sheffield, England. He has professional experience as a public relations consultant for multinational companies and as a director of social communication in the public sector.

He has taught undergraduate and graduate courses on political marketing; psychology and communication; ethics and journalism, and theory of the mass media in national institutions such as ITAM and the Universidad Iberoamericana, as well as the University of Sheffield.

He has presented his work on political advertising and the effects of the media at various national and international conferences, as well as in various publications and articles. He is currently coordinating the investigation "Content analysis of news coverage of electoral processes from 1997 to 2006: the case of the stellar newscasts of Televisa and TV Azteca."

Martín Echeverría Victoria, Anahuac Mayab University

Mtro. Martín Echeverría Victoria. Communicologist. Master in Communication from the International University of Andalusia, master in Political Communication from the Pompeu Fabra University of Barcelona and a PhD candidate in Information Sciences from the University of Seville.

Research professor at the Universidad Anáhuac Mayab.

His lines of research are the audiovisual formats of political communication and the media representations of vulnerable groups.

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