Abstract

LISBONA, Francisca  and  NAVIA, Patricio Daniel. Television Ads Content in Michelle Bachelet’s and Sebastián Piñera’s Presidential Campaigns in Chile, 2005-2013. Rev. mex. cienc. polít. soc [online]. 2018, vol.63, n.233, pp.333-363. ISSN 0185-1918.  https://doi.org/10.22201/fcpys.2448492xe.2018.233.63010.

We explain the variance in television spots as a function of the characteristics of each election, people’s priorities and candidates’ trajectories and gender. With data from 1 885 references to different campaign issues in 37 924 seconds of television ads during the campaigns of presidential candidates Michelle Bachelet (2005 and 2013) and Sebastián Piñera (2005 and 2009) we analyze the variance in their campaign issues. Campaign messages converge more easily toward the median voter when there is one candidate per sector. Candidates focus on their own priorities more than on public opinion’s priorities. They do not emphasize retrospective attributes when they are former presidents and women candidates do not focus more on gender issues.

Keywords : presidential campaigns; television spots; public opinion; Chile; Michelle Bachelet; Sebastián Piñera.

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