Resumen

KUSCHICK, Murilo. Encuestas de opinión, imagen y cambio de actitud. Rev. mex. cienc. polít. soc [online]. 2006, vol.48, n.196, pp.143-157. ISSN 0185-1918.

In this article the author bases his analysis on the premise that the modification of the image of political characters can modify the attitude and the voting preference of the voters. A set of public opinion surveys, submitted by the author in response to the so called "video-scandals" are going to be used in order to fundament the above proposed principle.

Palabras llave : Imagen pública; videoescándalos; encuestas de opinión; conducta electoral.