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Campañas electorales presidenciales pragmáticas en México 2018: política y comunicación
Pragmatic presidential campaigns in Mexico, 2018: politics and comunication
[journal article]
Abstract El propósito de este trabajo es analizar las campañas electorales organizadas por los candidatos y los partidos políticos durante el proceso de elecciones presidenciales de 2018 en México. Se aborda desde la perspectiva teórica del pluralismo democrático como condición política necesaria para el des... view more
El propósito de este trabajo es analizar las campañas electorales organizadas por los candidatos y los partidos políticos durante el proceso de elecciones presidenciales de 2018 en México. Se aborda desde la perspectiva teórica del pluralismo democrático como condición política necesaria para el desarrollo de prácticas políticas y de comunicación novedosas, las que se caracterizaron, por un lado, por la flexibilización de las plataformas ideológicas tradicionales de los principales partidos competidores, que dotaron de un carácter especialmente pragmático a este proceso al formalizar coaliciones políticas inéditas. Y, por otro lado, esta condición democrática facilitó el despliegue de estrategias de comunicación que por sus características se denominan: tierra, digital y aire, en las cuales se usaron de forma intensiva recursos financieros, técnicos y humanos autorizados por el INE para dar a conocer sus proyectos de gobierno, incrementando la interacción entre candidatos y electores y promoviendo con ello la pluralización política del votante y la participación electoral de forma dirigida.... view less
The purpose of this paper is to analyze the electoral campaigns organized by candidates and political parties during the 2018 elections presidential in Mexico, from the theoretical perspective of democratic pluralism as a necessary political condition for the development of
novel political and comm... view more
The purpose of this paper is to analyze the electoral campaigns organized by candidates and political parties during the 2018 elections presidential in Mexico, from the theoretical perspective of democratic pluralism as a necessary political condition for the development of
novel political and communication practices, which were characterized, on the one hand, by
the flexibilization of the traditional ideological platforms of the main competing parties, which
endowed this process with a particularly pragmatic character, by formalizing unprecedented
political coalitions. On the other hand, this democratic condition facilitated the deployment
of communication strategies that based on their characteristics are termed as land, air and digital, in which financial, technical and human resources authorized for ine, to publicize their
projects were used intensively, thus increasing the interaction between candidates and voters, and promoting the political pluralization of the voter and electoral participation in a targeted manner.... view less
Classification
Political Process, Elections, Political Sociology, Political Culture
Advertising, Public Relations
Free Keywords
pragmatic electoral campaigns; democratic pluralism; vote; media policy; competitive elections; Mexico
Document language
Spanish
Publication Year
2019
Page/Pages
p. 327-352
Journal
Revista Mexicana de Ciencias Políticas y Sociales, 64 (2019) 235
DOI
https://doi.org/10.22201/fcpys.2448492xe.2019.235.67468
ISSN
2448-492X
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0