Ideology or Homogenization? An Analysis of the Election Campaigns of Argentina, Mexico and Venezuela

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Published: Feb 26, 2014
DOI: https://doi.org/10.1016/S1870-7300(14)72326-9

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Natalia Aruguete
Consejo Nacional de Investigaciones Científicas y Técnicas (CONICET)
Mario Riorda
Instituto Universitario de Investigación Ortega y Gasset

Abstract

The last presidential election campaigns in various countries of Latin America have shown that there is a trend towards homogenization of political discourse. On the contrary, we are witnessing a recovery vital ideological dimension of these texts. In this work we make a comparative analysis of presidential election campaigns of winners candidates in Argentina 2011 (Cristina Fernandez de Kirchner), Mexico 2012 (Enrique Peña Nieto) and Venezuela 2012 (Hugo Chavez). The goal is to identify attributes of the main ideological advertising pieces (spots) and systematize the dominant feature of the campaign speech: politicized or homogenizing.

 

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How to Cite
Aruguete, N., & Riorda, M. (2014). Ideology or Homogenization? An Analysis of the Election Campaigns of Argentina, Mexico and Venezuela. Revista Mexicana De Opinión Pública, (16), 31–49. https://doi.org/10.1016/S1870-7300(14)72326-9
Author Biographies

Natalia Aruguete, Consejo Nacional de Investigaciones Científicas y Técnicas (CONICET)

Doctor of Social Sciences and Humanities from the Universidad Nacional de Quilmes, Argentina. She is Researcher at the Consejo Nacional de Investigaciones Científicas y Técnicas (CONICET). It's journalistic collaborator specializing in the Argentine newspaper Página / 12 and the monthly newspaper Le Monde Diplomatique - Southern Cone Edition. Her research focuses on the study of media and public agendas, from theories of agenda setting and framing. nataliaaruguete@gmail.com

Mario Riorda, Instituto Universitario de Investigación Ortega y Gasset

He is Master in Public Policy and Management for Universidad Empresarial Siglo 21 in collaboration with Georgetown University. Degree in Political Science from the Universidad Católica de Córdoba, and doctors degree in Social Communication, specializing in Public Affairs, Universidad Austral. He is a consultant to governments and political parties in Latin America communication. He also teaches at the Instituto Universitario Ortega y Gasset Research. Among the research are developing crisis in the public sector and the use of ideology in election campaigns. marioriorda@yahoo.com.ar
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