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Polis

versión On-line ISSN 2594-0686versión impresa ISSN 1870-2333

Polis vol.2 no.2 México jul./dic. 2006

 

Artículos

Comunicación política y campañas electorales. Análisis de una herramienta comunicacional: el spot televisivo

Political communication and electoral campaigns. Analysis of the political television spots as a communicational tool

Virginia García Beaudoux* 

Orlando D´Adamo* 

* Profesores en la Universidad de Buenos Aires y en la Universidad de Belgrano, Argentina. Correo electrónico: dagar@pccp.com.ar


Resumen:

El presente artículo analiza las características de la comunicación política dirigida a los votantes en el contexto de una campaña electoral presidencial, a través de un medio de comunicación en particular (la televisión), y mediante una herramienta de comunicación específica, cuya producción se encuentra controlada completamente por partidos y candidatos: el spot político televisivo. Se presentan y discuten sus rasgos y contenidos predominantes. A modo de ejemplo, se utilizan los spots electorales televisivos de la campaña presidencial de 2003 en Argentina.

Palabras clave: comunicación política; spot electoral; campaña electoral

Abstract:

This paper analyzes the main features of political communication aimed to persuade voters in the context of a presidential campaign, via a specific mass media such as television, and by means of a particular communication tool which production is completely controlled by political parties and candidates: the political spot. Their characteristics and prevailing contents are discussed. Spots of the presidential campaign 2003 in Argentina are used as examples.

Key words: political communication; political spot; electoral campaign

Texto completo disponible sólo en PDF

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Recibido: 21 de Mayo de 2006; Aprobado: 17 de Noviembre de 2006

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