Abstract

CHIHU AMPARAN, Aquiles. Communication frames. Presidential debates in México 2018. Inter disciplina [online]. 2022, vol.10, n.26, pp.241-265.  Epub Apr 04, 2022. ISSN 2448-5705.  https://doi.org/10.22201/ceiich.24485705e.2021.25.80977.

The objective of this article is to analyze presidential debates in Mexico 2018. Through campaign messages: debates, speeches, political spots, candidates not only present their government proposals, but also build their identities. Frames communication model its proposed for the analysis of this identities process construction. It is concluded that campaign communication strategies are determined by the place candidates occupy in the electoral preference surveys. In Mexican presidential campaigns, there are three candidates: leaders, challengers and laggards. While the leaders maintain a non-confrontational strategy, the challengers and laggards maintain a negative campaign of attack against the leader.

Keywords : presidential candidates; frame analysis; identity frame; presentation; attack; deffense.

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