Abstract

CHIHU AMPARAN, Aquiles. Framing Theory in López Obrador’s Spots in 2018. Rev. mex. cienc. polít. soc [online]. 2021, vol.66, n.241, pp.405-427.  Epub Mar 19, 2021. ISSN 0185-1918.  https://doi.org/10.22201/fcpys.2448492xe.2020.241.67901.

This paper aims to analyze the electoral advertisements of Mexican President Andrés Manuel López Obrador during his 2018 presidential campaign. For this purpose, Frame Analysis is used as a theoretical-methodological model applicable in discourse analysis for various actors (social movements, press, political parties, candidates) and their different messages (collective action, news stories, campaign speeches, presidential debates, televised political announcements). The analysis identifies six kinds of frames: presentation, problem, problem solving, attack, defense and campaign closure.

Keywords : discourse frames; presidential campaign; framing; visual frame; aural frame.

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