Resumo

CHIHU AMPARAN, Aquiles. El framing de los debates presidenciales de 2006 en México. Cultura representaciones soc [online]. 2008, vol.3, n.5, pp.125-155. ISSN 2007-8110.

The theoretical-methodological approach known as frame analysis was used to identify the discursive strategies used by the candidates of the different political parties during the presidential election in 2006. The protagonist frame refers to the self-definition of a candidate in terms of what in the literature is called candidate images. In this case, the candidate appears as a political leader capable of assuming the corresponding government duties; that is to say, capable of taking the necessary decisions for solving the problems described by him. The antagonist 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 which in terms of values are completely different to what the electors would expect from a good civil servant.

Palavras-chave : Análisis de los marcos; frame analysis; debates presidenciales; enmarcado del protagonista; enmarcado del antagonista; discurso político.

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