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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]

Lisbona, Francisca
Navia, Patricio

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


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© 2007 - 2025 Social Science Open Access Repository (SSOAR).
Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.