Resumen

ARUGUETE, Natalia  y  RIORDA, Mario. Ideology or Homogenization? An Analysis of the Election Campaigns of Argentina, Mexico and Venezuela. Rev. mex. opinión pública [online]. 2014, n.16, pp.31-49.  Epub 13-Sep-2019. ISSN 2448-4911.  https://doi.org/10.1016/s1870-7300(14)72326-9.

The last presidential election campaigns in various countries of Latin America have shown that there is a trend towards homogenization of political discourse. On the contrary, we are witnessing a recovery vital ideological dimension of these texts.

In this work we make a comparative analysis of presidential election campaigns of winners candidates in Argentina 2011 (Cristina Fernandez de Kirchner), Mexico 2012 (Enrique Peña Nieto) and Venezuela 2012 (Hugo Chavez). The goal is to identify attributes of the main ideological advertising pieces (spots) and systematize the dominant feature of the campaign speech: politicized or homogenizing.

Palabras llave : Ideology; homogenization; presidential election campaigns; Cristina Fernández de Kirchner; Enrique Peña Nieto; Hugo Chávez.

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