Publication: Las webs de los partidos políticos y candidatos durante la campaña presidencial de 2012 en México
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2016-06
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Universidad Complutense de Madrid
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Abstract
Internet llegó a la comunicación política mexicana desde la década de los noventa, y aunque en un principio su uso fue limitado, centrado básicamente en mostrar una biografía y las actividades del político, para el año 2012, la utilización de las páginas personales online se había extendido entre quienes aspiraban a un cargo de elección popular. En 2012, alrededor de 40 millones de Méxicanos se conectaban a Internet, sin embargo, los políticos seguían enfocándose (principalmente) a los medios masivos como la radio, la prensa y principalmente la televisión para llegar a más ciudadanos, a pesar de que ya había cifras de crecimiento que indicaban que las condiciones de Internet en México estaban cambiando. Frente a estas circunstancias, la presente investigación se enfoca en indidagar el uso electoral y las funciones de 8 páginas webs, 4 de los candidatos y 4 de los principales partidos que los representaron en la elección presidencial mexicana de 2012. Es un estudio cualitativo que utiliza como modelo de indagación y comparación de datos el esquema que formuló el profesor José Luis Dader y su equipo en 2008, en las elecciones generales españolas. Para identificar el uso de las webs, se buscó determinar el cumplimiento de las siguientes funciones: 1) Función de organización y coordinación interna: Referencias a su Intranet en red abierta, 2) Función de Transparencia Informativa de Autopresentación, 3) Función de Difusión/Propagación Informativa, 4) Función persuasivo/emotiva, 5) Función de Movilización y Reclutamiento, 6) Función deliberativa/participativa, 7) Funciones de sencillez de uso y de ayuda instrumental (eficiencia auxiliar al servicio de las funciones restantes). Se buscó a su vez delimitar el modelo comunicativo empleado...
The Internet reached Mexican political communications in the 90s; and although at the beginning it’s use was limited, focused mostly on showing the politician’s biography and activities, by the year 2012 the use of personal websites had extended to those who were running for office. In 2012, around 40 million Mexicans were using the Internet to communicate. However, politicians kept focusing (mainly) on mass media such as the radio, the press and especially television to reach more citizens, despite the data indicating that the Internet was becoming more popular in Mexico. With these circumstances in mind, this research paper focuses on investigating the electoral use of 8 websites, 4 of political candidates and 4 of the main political parties that represented them in the Mexican presidential election of 2012. It’s a qualitative study that uses the outline formulated by professor José Luis Dader and his team in 2008 in the Spanish general elections as a model for research and data comparison. In order to identify the use of websites, the following functions were defined: 1) Organizational and Internal Coordination Function: References to its intranet in an open network, 2) Informative Transparency of Self-Provision Function, 3) Informational Propagation/Dissemination Function, 4) Persuasive/Emotional Function, 5) Mobilization and Recruitment Function, 6) Deliberative/Participatory Function, 7) Simplicity of Use and Equipment Aid (auxiliary efficiency for the service of remaining functions). It was also aimed to determine the used model of communication...
The Internet reached Mexican political communications in the 90s; and although at the beginning it’s use was limited, focused mostly on showing the politician’s biography and activities, by the year 2012 the use of personal websites had extended to those who were running for office. In 2012, around 40 million Mexicans were using the Internet to communicate. However, politicians kept focusing (mainly) on mass media such as the radio, the press and especially television to reach more citizens, despite the data indicating that the Internet was becoming more popular in Mexico. With these circumstances in mind, this research paper focuses on investigating the electoral use of 8 websites, 4 of political candidates and 4 of the main political parties that represented them in the Mexican presidential election of 2012. It’s a qualitative study that uses the outline formulated by professor José Luis Dader and his team in 2008 in the Spanish general elections as a model for research and data comparison. In order to identify the use of websites, the following functions were defined: 1) Organizational and Internal Coordination Function: References to its intranet in an open network, 2) Informative Transparency of Self-Provision Function, 3) Informational Propagation/Dissemination Function, 4) Persuasive/Emotional Function, 5) Mobilization and Recruitment Function, 6) Deliberative/Participatory Function, 7) Simplicity of Use and Equipment Aid (auxiliary efficiency for the service of remaining functions). It was also aimed to determine the used model of communication...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Periodismo I, leída el 03-02-2016