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Metáfora audiovisual, discurso y poder: ópticas cognitivas II
[journal article]
Abstract En este artículo, el autor examina las estrategias persuasivas empleadas por los spots políticos audio-visuales a la luz de los principios semántico-cognitivos que describen las interacciones entre el lenguaje y el pensamiento. Para el caso, se aborda la estrategia de la metáfora audiovisual cuya re... view more
En este artículo, el autor examina las estrategias persuasivas empleadas por los spots políticos audio-visuales a la luz de los principios semántico-cognitivos que describen las interacciones entre el lenguaje y el pensamiento. Para el caso, se aborda la estrategia de la metáfora audiovisual cuya recurrencia en la comunicación política contemporánea la constituyen un claro ejemplo de la influencia que el discurso ejerce sobre las representaciones del elector, es decir, en los sentidos que éste construye y, por ende, sobre lo que se ha convenido llamar "opinión pública".... view less
In his article, the author examines the diverse persuasif strategies implemented by audiovisual political ads, accessed from the viewpoint of the cognitive-semantic principles that describe language thought interactions. In order to do this, the author aim the audiovisual metaphor strategy, since it... view more
In his article, the author examines the diverse persuasif strategies implemented by audiovisual political ads, accessed from the viewpoint of the cognitive-semantic principles that describe language thought interactions. In order to do this, the author aim the audiovisual metaphor strategy, since its recurrency on todays political communication make of this strategy a clear example on how discourse influences the elector's representations, the meanings he builts and hence the so-called "public opinión".... view less
Classification
Public Opinion Research
Political Process, Elections, Political Sociology, Political Culture
Free Keywords
metaphor; audiovisual; cognition; power; politic image; persuasion; ads; mental spaces; cognitif semantics
Document language
Spanish
Publication Year
2012
Page/Pages
p. 9-34
Journal
Revista Mexicana de Ciencias Políticas y Sociales, 57 (2012) 215
DOI
https://doi.org/10.22201/fcpys.2448492xe.2012.215.34627
ISSN
2448-492
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0