Publication: La imagen de Peña Nieto y López Obrador en la campaña presidencial de México 2012 : segundo nivel de la Agenda Setting en la televisión mexicana
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2022-12-12
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Universidad Complutense de Madrid
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Abstract
La presente investigación aborda la construcción de la imagen de los candidatos presidenciales Enrique Peña Nieto y Andrés Manuel López Obrador en la televisión mexicana, durante la campaña electoral de 2012. Por tanto, es un estudio sobre el segundo nivel de la Agenda Setting, también conocida como agenda de atributos. Antes y durante las elecciones se produjo un debate sobre el papel de la televisión en la construcción de la imagen de los políticos, y el apoyo de esta a Peña Nieto, a través de un supuesto plan de comercialización de contenidos en programas informativos y de entretenimiento. Esta investigación se centrará en descubrir si la televisión tuvo un tratamiento informativo favorable hacia alguno de los candidatos y si ese tratamiento influyó en la visión del público hacia ellos. Siguiendo la metodología propuesta por la teoría de la Agenda Setting, efectuaremos un análisis de las noticias en televisión, en su dimensión afectiva, para posteriormente correlacionarlo con la imagen que el electorado tenía de los candidatos, y determinar si se produjo el fenómeno de transferencia de agenda durante la campaña. Solo un actor con una posición de poder preponderante en el sistema político podría ejecutar un plan para influir premeditadamente en la construcción de las imágenes que los ciudadanos elaboran en su mente sobre los candidatos. Por ello, analizamos las relaciones de poder entre el sistema político mexicano y la televisión desde su nacimiento hasta la campaña electoral investigada.
The hereby investigation involves the image construction of the presidential candidates Enrique Peña Nieto and Andres Manuel Lopez Obrador, on Mexican television, during the 2012 electoral campaign. Therefore, it is an investigation about the second level of the Setting Agenda also known as the Attributes Agenda. Previously, and during, the elections there was a debate on the role television had on theimage construction of the politicians, and the support from this to Peña Nieto, through a supposedly content merchandising plan on news and entertainment shows.This investigation will focus on finding out if the television had an informative treatment favoring any of the candidates and if this treatment influenced the image people had of them. Following the proposed methodology by the Setting Agenda Theory, we will analyze thenews on television, on its emotional dimension and later correlate it with the image the people about them and establish if there was in fact the phenomenon of Agenda Transference during the campaign. Only an actor on a preponderant power position in the political system could execute a plan to deliberately influence on the image construction that the citizens create in their minds about the candidates. To do so, we will analyze the power relationships between the mexican political system and the television since its birth until the electoral campaign investigated.
The hereby investigation involves the image construction of the presidential candidates Enrique Peña Nieto and Andres Manuel Lopez Obrador, on Mexican television, during the 2012 electoral campaign. Therefore, it is an investigation about the second level of the Setting Agenda also known as the Attributes Agenda. Previously, and during, the elections there was a debate on the role television had on theimage construction of the politicians, and the support from this to Peña Nieto, through a supposedly content merchandising plan on news and entertainment shows.This investigation will focus on finding out if the television had an informative treatment favoring any of the candidates and if this treatment influenced the image people had of them. Following the proposed methodology by the Setting Agenda Theory, we will analyze thenews on television, on its emotional dimension and later correlate it with the image the people about them and establish if there was in fact the phenomenon of Agenda Transference during the campaign. Only an actor on a preponderant power position in the political system could execute a plan to deliberately influence on the image construction that the citizens create in their minds about the candidates. To do so, we will analyze the power relationships between the mexican political system and the television since its birth until the electoral campaign investigated.
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 28-06-2022