Journal of Global Communication
Year : 2009, Volume : 2, Issue : 1
First page : ( 225) Last page : ( 247)
Print ISSN : 0974-0600.

The Transformation of Political Communication in Mexico (1994–2006)

Espino German, Professor

Faculty of Political and Social Sciences, Autonomous University of Queretaro, Mexico. C.P. 76000. E-mail: herman@uaq.mx

Abstract

With the downfall of the authoritarian regime ruling Mexico for more than seven decades, the relationship between politicians, the mass media and public opinion transformed dramatically. This paper addresses such a transformation of political communication by looking at the 1994, 2000 and 2006 presidential campaigns in comparative perspective. The analysis observes specific changes in the area, such as the displacement of the traditional centers of power that determined the political relations during the authoritarian regime as well as the breakdown of the corporatist compliances that characterized the media-government relations. Further traits that illustrate contemporary changes in political communication in Mexico is the establishment plural spectrum of powerful media whose barons act as powerful pressure groups; and the instability of Mexican electorate, which in turn fuels the prevalence of both independent and ‘soft vote’ over the ‘hard vote’. Finally, the paper concludes that candidate’s media and communication strategies during the 2006 presidential campaigns were the most influential factors of the election.

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Key words

Elections/campaigns, agenda setting, media effects, Quantitative/survey, Quantitative/content analysis.

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