Abstract

AHUACTZIN MARTINEZ, Carlos Enrique. Multimodal Discourse and Democratic Values. Left Political Parties’ Broadcast Spots during the Mexican 2015 Federal Election Pre-campaign. Sociológica (Méx.) [online]. 2017, vol.32, n.92, pp.175-215. ISSN 2007-8358.

The predominant form of advertising during Mexico’s 2015 mid-term elections was the use of television spots. This study analyzes the construction of the multimodal discourse focusing on persuasion in the pre-campaign spots aired by left Mexican parties. Using contributions from social semiotics, multimodal discourse analysis, and the new rhetoric, the author identifies the axiological content prevalent in visual broadcast publicity as a function of democratic values and symbolic-discursive positioning. The research results propose classifying the spots based on the oppositional relations of their content in the framework of the federal elections political communication.

Keywords : multimodal discourse; democratic values; political parties; social and political actors.

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