Performance of the Mexican Political Communication Model in the 2018 Election. A Comprehensive Evaluation

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Published: May 18, 2021
DOI: https://doi.org/10.22201/fcpys.24484911e.2021.30.76187

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Martín Echeverría Victoria
Center for Studies in Political Communication at the Benemérita Universidad Autónoma de Puebla
Patricia Andrade del Cid
Center for Opinion and Analysis Studies of the Universidad Veracruzana
Rubén Arnoldo González Macías
Institute of Government Sciences and Strategic Development of the Benemérita Universidad Autónoma de Puebla (BUAP)
José Luis López Aguirre
School of Communication of the Universidad Panamericana
Francisco Javier Martínez Garza
Faculty of Communication Sciences of the Universidad Autónoma de Nuevo León (UANL)
Carlos Muñiz
Faculty of Political Science and International Relations of the Universidad Autónoma de Nuevo León (UANL)
Magdalena Sofía Paláu Cardona
Instituto Tecnológico y de Estudios Superiores de Occidente (ITESO)

Abstract

The political communication model is a normative design that sets performance expectations for the Mexican media, as well as an electoral information platform. Though previous research has been conducted to investigate such performance, a general evaluation of the media system as a whole is absent in the literature. This paper presents findings from a content analysis of the messages of 22 printed press (n = 2095) and four digital outlets (n = 473), three private (n = 220), and three public television networks (n = 222), as well as nine talk shows (n = 502), three presidential debates (n = 556), and output from social media (Twitter, 180 twits). We content analyzed those units under a single, cross-media set of categories based on the concepts of balance, information base, and mediated deliberation, that deepen the assessment. Findings reveal that though equity in coverage is achieved, media lacks theme and actor plurality, and is poor in mediated deliberation. This means that citizens do get balanced information during elections, but the former lacks enough substance for them to make a rational vote.

Article Details

How to Cite
Echeverría Victoria, M., Andrade del Cid, P., González Macías, R. A., López Aguirre, J. L., Martínez Garza, F. J., Muñiz, C., & Paláu Cardona, M. S. (2021). Performance of the Mexican Political Communication Model in the 2018 Election. A Comprehensive Evaluation. Revista Mexicana De Opinión Pública, (30), 17–39. https://doi.org/10.22201/fcpys.24484911e.2021.30.76187
Author Biographies

Martín Echeverría Victoria, Center for Studies in Political Communication at the Benemérita Universidad Autónoma de Puebla

Research professor at the Center for Studies in Political Communication at the Benemérita Universidad Autónoma de Puebla (BUAP), located in Puebla, Mexico. He has a doctorate in communication and culture from the Universidad de Sevilla, a master's degree in political communication and public opinion from the Pompeu Fabra University, in Barcelona. He is also a member of the National System of Researchers, level 2, vice president of the Mexican Association of Communication Researchers (AMIC), co-director of the Political Communication Section of the International Association for Media and Communication Research (IAMCR), and coordinator of the Network of Media Observatories (ROM), of the National Council for Teaching and Research in Communication Sciences (CONEICC). He coordinated Medios y elecciones. Una evaluación integral del modelo de comunicación política (2020); Publicidad política televisiva. Estructura y Desempeño (2019), and Comunicación política y crisis de la democracia. Nuevas tendencias y desafíos (2019).

Patricia Andrade del Cid, Center for Opinion and Analysis Studies of the Universidad Veracruzana

PhD in information science from the Complutense University of Madrid, Spain, and a degree in communication from the Universidad Autónoma Metropolitana, Unidad Xochimilco (UAM-X), located in Mexico City. She is currently a full-time research professor at the Center for Opinion and Analysis Studies of the Universidad Veracruzana, where she coordinates qualitative studies and projects. In 2012 she founded the Veracruzano Media Observatory to analyze the behavior of the media, in their various formats, and in relation to public issues and issues (www.uv.mx/blogs/obvio). It is registered in the National System of Researchers, level 1, of the National Council of Science and Technology (CONACyT). She has been a professor with a desirable profile since 2009 and is part of the academic body "Methodology and applications of statistical techniques and models".

Rubén Arnoldo González Macías, Institute of Government Sciences and Strategic Development of the Benemérita Universidad Autónoma de Puebla (BUAP)

Journalist and academic. He holds a PhD in Communication Studies from the University of Leeds, UK. He has been a reporter, editor and head of research for the newspaper La Voz de Michoacán, published in Morelia, Michoacán, Mexico. He is currently a research professor at the Institute of Government Sciences and Strategic Development of the Benemérita Universidad Autónoma de Puebla (BUAP), Puebla, Mexico, where he also coordinates the Center for Studies in Political Communication. He has the desirable profile of the Program for Teacher Professional Development (PRODEP) and is a candidate for national researcher of the National Council of Science and Technology (CONACyT). He specializes in journalism studies, specifically, in the issues of professionalization, violence against the press and the journalist-source relationship, and in media systems in emerging democracies. 

José Luis López Aguirre, School of Communication of the Universidad Panamericana

Member of the National System of Researchers (SNI), level 1. He has a doctorate in information sciences at the Complutense University of Madrid. He is also a research professor at the School of Communication of the Universidad Panamericana, where he serves as a professor at the Seminar on Virtual Communities and Socio-digital Networks at the School of Communication. He is also a professor of Communication Research Techniques, Data Visualization and Big Data Management in the communication postgraduate course. He currently directs the Digital Media Observatory and coordinates the inter-institutional and interdisciplinary research project “The construction of political communication in socio-digital networks during the 2018 electoral campaign in Mexico from the configuration of ethos, pathos and logos”. He is the editorial coordinator and co-author of the book Agenda sociodigital de la campaña presidencial de 2018.

Francisco Javier Martínez Garza, Faculty of Communication Sciences of the Universidad Autónoma de Nuevo León (UANL)

Doctor in Communication at the Universidad de Sevilla, Spain. He is currently a professor and general coordinator of postgraduate and research at the Faculty of Communication Sciences of the Universidad Autónoma de Nuevo León (UANL), located in Monterrey, Mexico. He participates in the academic body on communication media for education, the use of technologies and social development. He is currently editor of the Global Media Journal México and member of the National System of Researchers (SNI) of the National Council of Science and Technology (CONACyT), level 1. His lines of research focus on political communication and the relationship between communication, environment and public media.

Carlos Muñiz, Faculty of Political Science and International Relations of the Universidad Autónoma de Nuevo León (UANL)

PhD in Communication at the Universidad de Salamanca, Salamanca, Spain. He is currently a tenured professor at the Faculty of Political Science and International Relations of the Universidad Autónoma de Nuevo León (UANL), located in Monterrey, Mexico. He is coordinator of the Political Communication Laboratory (LACOP), leader of the academic body in consolidation of “Political Communication and Public Opinion”, and editor in charge of the Revista de Comunicación Política, edited by the Universidad Autónoma de Nuevo León. He is also a member of the National System of Researchers (SNI) of the National Council of Science and Technology (CONACyT), level 2. His main lines of research focus on the analysis of the media effects in the area of political communication, the impact of the communicative practices on the generation of political attitudes, and the informative treatment (framing) of the events in the media.

Magdalena Sofía Paláu Cardona, Instituto Tecnológico y de Estudios Superiores de Occidente (ITESO)

She has a degree in communication sciences, a master in social sciences and a doctorate in social science studies. She is a tenured professor at the Instituto Tecnológico y de Estudios Superiores de Occidente (ITESO), and collaborates as an academic in the Department of Sociocultural Studies since 1997. Currently she coordinates the doctorate in scientific-social studies. She is a recognized research professor at level 1 of the National System of Researchers of the National Council of Science and Technology (CONACyT). She coordinated the Network of Media Observatories of the National Council for Teaching and Research in Communication Sciences (ROM-CONEICC). She is a member of the Jalisco Chapter of the Mexican Association of Right to Information (AMEDI) and of the Mexican Association of Communication Researchers (AMIC). Her research work focuses on the history and structure of communication systems, the political economy of communication and culture, political communication in electoral processes, and media observatories.

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