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Los mensajes de la propaganda televisiva en las campañas presidenciales de Michelle Bachelet y Sebastián Piñera en Chile, 2005-2013
Television ads content in Michelle Bachelet's and Sebastián Piñera's presidential campaigns in Chile, 2005-2013
[journal article]
Abstract Explicamos la varianza en los temas de los spots televisivos a partir de las características de cada contienda electoral, de las prioridades de la gente, de las trayectorias y del género de los candidatos. Utilizamos datos de 1 885 menciones a temas de campaña en 37 924 segundos de las franjas telev... view more
Explicamos la varianza en los temas de los spots televisivos a partir de las características de cada contienda electoral, de las prioridades de la gente, de las trayectorias y del género de los candidatos. Utilizamos datos de 1 885 menciones a temas de campaña en 37 924 segundos de las franjas televisivas de los candidatos presidenciales Michelle Bachelet (2005 y 2013) y Sebastián Piñera (2005 y 2009) en Chile. Los mensajes convergen con más facilidad hacia el votante medio cuando hay un candidato por sector. Los candidatos se enfocan más en sus prioridades que en las de la opinión pública y no enfatizan atributos retrospectivos cuando son expresidentes. Por su parte, las candidatas no hablan más sobre de temas de género.... view less
We explain the variance in television spots as a function of the characteristics of each election, people's priorities and candidates' trajectories and gender. With data from 1 885 references to different campaign issues in 37 924 seconds of television ads during the campaigns of presidential candid... view more
We explain the variance in television spots as a function of the characteristics of each election, people's priorities and candidates' trajectories and gender. With data from 1 885 references to different campaign issues in 37 924 seconds of television ads during the campaigns of presidential candidates Michelle Bachelet (2005 and 2013) and Sebastián Piñera (2005 and 2009) we analyze the variance in their campaign issues. Campaign
messages converge more easily toward the median voter when there is one candidate per sector. Candidates focus on their own priorities more than on public opinion's priorities. They do not emphasize retrospective attributes when they are former presidents and women candidates do not focus more on gender issues.... view less
Classification
Broadcasting, Telecommunication
Political Process, Elections, Political Sociology, Political Culture
Free Keywords
presidential campaigns; television
spots; public opinion; Chile; Michelle Bachelet; Sebastián Piñera
Document language
Spanish
Publication Year
2018
Page/Pages
p. 333-363
Journal
Revista Mexicana de Ciencias Políticas y Sociales, 63 (2018) 233
DOI
https://doi.org/10.22201/fcpys.2448492xe.2018.233.63010
ISSN
2448-492X
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0