Abstract

HERAS-PEDROSA, Carlos de las; JAMBRINO-MALDONADO, Carmen; IGLESIAS-SANCHEZ, Patricia  and  LUGO OCANDO, Jairo. The U. S. Presidential Elections from the Point Of View of the European Press. Norteamérica [online]. 2019, vol.14, n.1, pp.65-86.  Epub June 30, 2020. ISSN 2448-7228.  https://doi.org/10.22201/cisan.24487228e.2019.1.374.

Public relations strategies based on dramatizations are key tools for successful electoral campaigns. Press offices play a fundamental role as theater directors, turning their leaders into great actors. What at first glance looks like a theatrical performance is, more than ever before, what happened in the U.S. presidential elections. Newspapers are intensifying the use of visual elements to reinforce the news. This research analyzes 2 463 articles from 8 digital newspapers in 4 countries to learn about the impact of visuals and dramatization on the European press. It seems paradoxical that the progressive newspapers devoted more articles to Trump than the conservative newspapers. A lack of time on the part of the journalists? What is certain is that the media reproduced the visuals prepared by Trump’s press office and his perfectly designed public appearances. The study shows that the progressive newspapers analyzed have contributed to giving Trump greater visibility in Europe.

Keywords : political communication; public image; leaders; United States 2016 elections; Trump against Clinton.