Resumo

CHIHU AMPARAN, Aquiles. El framing audiovisual del spot político. Cultura representaciones soc [online]. 2010, vol.5, n.9, pp.174-197. ISSN 2007-8110.

This article presents a qualitative analysis model for televised political spots. Based on a spot for the 2006 presidential elections in Mexico, the audiovisual message is interpreted as a symbolic mechanism carrying three messages. The first two (optical and acoustical) contain the third one (written and oral language), all of them create a tridimensional set: a visual framing, an aural framing and a verbal framing.

Palavras-chave : Mexico; political spot; framing theory; visual framing; aural framing; verbal framing.

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