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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]

Hernández Alcántara, Carlos

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


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