Resumen

CHIHU AMPARAN, Aquiles  y  GONZALEZ LIRA, Alicia. Frameworks for the Discourse in the 2020 U.S. Presidential Candidates’ Spots. Norteamérica [online]. 2023, vol.18, n.1, pp.169-190.  Epub 12-Ene-2024. ISSN 2448-7228.  https://doi.org/10.22201/cisan.24487228e.2023.1.561.

Most experts have focused on televised political spots using a quantitative analysis. This has left a vacuum in the understanding of the qualitative dimension of the image and the identity of the political actors. This article aims to contribute to constructing that missing theoretical-methodological model and looking more closely at the general political image as well as the political spot specifically. Television, the new electronic media, and social networks must be analyzed using categories different from those used to study the print media. To do this, the authors propose a typology of audiovisual framing; their codification instrument is a table in which in each spot the candidate is the unit of analysis, and the audiovisual framing is described on three levels: visual, verbal, and sound.

Palabras llave : presidential campaigns; visual framework; sound framework; verbal framework; identity.