Abstract

MEYER RODRIGUEZ, José Antonio; RIOS CALLEJA, Carla Irene; SANCHEZ NUEVO, Lucía Alejandra  and  BANUELOS RAMIREZ, Reyna Madai. Significance and effect of media communication in the presidential campaign of 2012. Rev. mex. opinión pública [online]. 2013, n.14, pp.31-47.  Epub Aug 06, 2021. ISSN 2448-4911.

Today in Mexico three models of electoral communication converge with a major impact on the 2012 presidential campaign. It made sense of their contribution to the process as the end result of the election. The media model focused on emotional citizen perceptions, but did not contribute to public deliberation and debate among the candidates. The interactive incorporated the use of social networks as new components of the process, but had a relative significance and impact for the political conditions and media influence. The land social mobilization showed the capacity of the candidates, although sponsored forms of conditioning of the vote by the traditional mediating actors, In this way, the symbolic value generated intense media campaign and the combination of emotional perceptions that, based on the terms of context and conditioning of policy interventions, determined the dynamics and the outcome of the election.

Keywords : Election; spots; pools; debates y social networks.