Abstract

MUNIZ, Carlos. Politics as an issue or strategic debate. Framing of the 2012 Mexican electoral campaign in the digital pres. Comun. soc [online]. 2015, n.23, pp.67-95. ISSN 0188-252X.

The media play a crucial role during election campaigns, transferring information that will be used by citizens in their decision-making. In order to detect how the digital press framed the election for the presidency of Mexico in 2012, a content analysis (N= 1287) of the campaign news was conducted. The study found a predominant use of a strategic game frame throughout the campaign, at the expense of an issue frame.

Keywords : Framing; strategic game frame; issue frame; electoral campaign; digital press.

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