Resumo

MEYENBERG LEYCEGUI, Yolanda  e  SOUKI, Léa G.. The Fox and Lula’s Political Campaings in Mexico and Brazil. The Back and Forth of Mass Media. Polis [online]. 2006, vol.2, n.1, pp.293-319. ISSN 2594-0686.

In this essay we make an evaluation of the crescent role of mass media in presidential campaigns through the study of two cases: the electoral processes that led to the triumph of Luis Lula in Brazil and Vicente Fox in Mexico, by taking into account the personal attributes of each candidate, the strategies they used to access to power, their campaign styles and proposals and the changes in the electoral behaviour.

Palavras-chave : Brazil; Mexico; electoral campaigns; candidates; mass media.

        · resumo em Espanhol     · texto em Espanhol     · Espanhol ( pdf )