Resumen

HERNANDEZ ALCANTARA, Carlos. Pragmatic Presidential Campaigns in Mexico, 2018. Politics and Comunication. Rev. mex. cienc. polít. soc [online]. 2019, vol.64, n.235, pp.327-352. ISSN 0185-1918.  https://doi.org/10.22201/fcpys.2448492xe.2019.235.67468.

The purpose of this paper is to analyze the electoral campaigns organized by candidates and political parties during the 2018 elections presidential in Mexico, from the theoretical perspective of democratic pluralism as a necessary political condition for the development of novel political and communication practices. , which were characterized, on the one hand, by the flexibilization of the traditional ideological platforms of the main competing parties, which endowed this process with a particularly pragmatic character, by formalizing unprecedented political coalitions. On the other hand, this democratic condition facilitated the deployment of communication strategies that based on their characteristics are termed as land, air and digital, in which financial, technical and human resources authorized for INE, to publicize their projects were used intensively, thus increasing the interaction between candidates and voters, and promoting the political pluralization of the voter and electoral participation in a targeted manner.

Palabras llave : pragmatic electoral campaigns; democratic pluralism; vote; media policy; competitive elections; Mexico.

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