Abstract

RODELO, Frida V.. Antecedents of strategic game and issue framing of local electoral campaigns in the Mexican context. Comun. soc [online]. 2020, vol.17, e7643.  Epub Jan 27, 2021. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2020.7643.

Research into which factors in the media coverage are associated with the issue frame and which with the strategic game frame can help with understanding the causes of the proliferation of both styles of reporting. In this article, radio and television coverage of local electoral campaigns in the Mexican context were analyzed. Our findings show a greater presence of the issue frame in comparison with the strategic game frame, and confirm that the ownership and sector of the media organization, the type of election, the candidate’s gender, along with temporal-contextual variables predict the use of both news frames significantly.

Keywords : framing theory; political campaigns; political communication; news frames.