Resumo

OBSCURA GUTIERREZ, Siboney. Identidad e imagen en los spots de la campaña presidencial mexicana del 2006. Cultura representaciones soc [online]. 2009, vol.3, n.6, pp.73-99. ISSN 2007-8110.

From an analysis of three tv spots transmitted by the open television during the 2006 presidential campaign in México, I try to show the pertinence and usefulness of analyzing the role of culture and images in communication processes. Through the "frame analysis", the film analysis and the identity theory, I attempt to understand three features of those messages: 1) the political identities that are involved in them, 2) the audiovisual resources they used, and 3) the kind of receiver that is implied.

Palavras-chave : México; elecciones 2006; Instituto Federal Electoral; Discurso político; frame analysis; spots; media; incluencia.