Resumo

JUAREZ GAMIZ, Julio. El papel de la publicidad política en la nueva ley electoral: una mirada crítica. Sociológica (Méx.) [online]. 2010, vol.25, n.72, pp.43-70. ISSN 2007-8358.

The model for political communications in Mexico defined by the 2007 electoral reform overestimates the use of televised political advertising, and therefore contradicts the main findings of communications studies about the effects and democratic contribution of this persuasive tool. This article analyzes the content of political ads broadcast during the 2009 federal election campaigns, concluding that the high number of messages broadcast by political parties -each spot produced in 2009 was aired an average of more than 100,000 times- makes it necessary to reformulate the function of the official air time the parties have a right to during electoral campaigns.

Palavras-chave : Political communications; advertising; elections; electoral campaigns; television; electoral reform.

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