Resumen

ESPINO-SANCHEZ, Germán. The transformation of political communication in presidential campaigns in Mexico. Convergencia [online]. 2011, vol.18, n.56, pp.59-86. ISSN 2448-5799.

With the downfall of the authoritarian regime ruling Mexico for more than seven decades, the relationship between politicians, the mass media and public opinion transformed dramatically. This paper addresses such a transformation of political communication by looking at the 1994, 2000 and 2006 presidential campaigns in a comparative perspective. The analysis observes specific changes in the area, such as the displacement of the traditional centers of power which determined the political relations during the authoritarian regime, as well as the breakdown of the corporatist compliances that characterized the media-government relations. Further traits that illustrate contemporary changes in political communication in Mexico are the establishment of a plural spectrum of powerful media whose barons act as powerful pressure groups; and the instability of Mexican electorate, which in turn fuels the prevalence of both independent and 'soft vote' over the 'hard vote'. Finally, the paper concludes that candidate's media and communication strategies during the 2006 presidential campaigns were the most influential factors of the election.

Palabras llave : political communication; presidential campaigns 2006; political electoral strategies for media.

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