Resumen

CHIHU AMPARAN, Aquiles. Antagonist's framing in presidentials debates: Mexico 2012. Polis [online]. 2014, vol.10, n.1, pp.109-132. ISSN 2594-0686.

The theoretical-methodological approach known as frame analysis was used to identify the discursive strategies used by the candidates during the presidential election in Mexico 2012. The antagonista frame refers to the definition that a candidate proposes with regard to his electoral opponents. This can be compared with what the experts in political marketing call negative campaigns aimed at assigning a series of negative attributes, or characteristics to the opponent candidate or candidates wich in terms of values are completeley different to what the electors would expect from a good civil servant.

Palabras llave : presidential debates; frame analysis; antagonist frame; political image.

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