Resumen

DIAZ JIMENEZ, Oniel Francisco  y  ALVA RIVERA, Miguel Eduardo. The strategic use of attack advertising in the 2015 Mexican midterm federal elections. Rev. mex. opinión pública [online]. 2016, n.21, pp.33-49. ISSN 2448-4911.

In professionalized election campaigns, political parties and/or candidates present their policy proposals to the electorate and seek to maximize votes, primarily, through media appeals. The purpose of this paper is to content-analyze all media appeals (30 second spots) broadcasted by Mexican political parties during the 2015 mid-term congressional elections, in order to identify their campaign strategies. The results show an increasing level of professionalization and centralization of media-based electoral strategies. They also show that attack ads were a central component of parties and candidates media strategies during the campaign.

Palabras llave : Election campaigns; political parties; campaign tactics and strategies; political advertising; television spots.