<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1870-2333</journal-id>
<journal-title><![CDATA[Polis]]></journal-title>
<abbrev-journal-title><![CDATA[Polis]]></abbrev-journal-title>
<issn>1870-2333</issn>
<publisher>
<publisher-name><![CDATA[UAM, Unidad Iztapalapa, División de Ciencias Sociales y Humanidades, Departamento de Sociología]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1870-23332006000100293</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Las campañas políticas de Fox en México y Lula da Silva en Brasil. El vaivén de los medios de comunicación]]></article-title>
<article-title xml:lang="en"><![CDATA[The Fox and Lula&#8217;s Political Campaings in Mexico and Brazil. The Back and Forth of Mass Media]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Meyenberg Leycegui]]></surname>
<given-names><![CDATA[Yolanda]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Souki]]></surname>
<given-names><![CDATA[Léa G.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional Autónoma de México Instituto de Investigaciones Sociales ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Pontifícia Universidade Católica de Minas Gerais  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2006</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2006</year>
</pub-date>
<volume>2</volume>
<numero>1</numero>
<fpage>293</fpage>
<lpage>319</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1870-23332006000100293&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1870-23332006000100293&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1870-23332006000100293&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Este ensayo hace una evaluación del cada vez más importante papel que juegan los medios de comunicación en las campañas presidenciales a través del estudio de dos casos: las elecciones que dieron el triunfo en 2002 a Luis da Silva en Brasil y a Vicente Fox en México en 2000, a partir del análisis de los atributos personales de los candidatos, las estrategias que los llevaron al poder, los estilos y propuestas de campaña y los cambios en el comportamiento electoral.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: In this essay we make an evaluation of the crescent role of mass media in presidential campaigns through the study of two cases: the electoral processes that led to the triumph of Luis Lula in Brazil and Vicente Fox in Mexico, by taking into account the personal attributes of each candidate, the strategies they used to access to power, their campaign styles and proposals and the changes in the electoral behaviour.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Brasil]]></kwd>
<kwd lng="es"><![CDATA[México]]></kwd>
<kwd lng="es"><![CDATA[campañas electorales]]></kwd>
<kwd lng="es"><![CDATA[candidatos]]></kwd>
<kwd lng="es"><![CDATA[medios de comunicación]]></kwd>
<kwd lng="en"><![CDATA[Brazil]]></kwd>
<kwd lng="en"><![CDATA[Mexico]]></kwd>
<kwd lng="en"><![CDATA[electoral campaigns]]></kwd>
<kwd lng="en"><![CDATA[candidates]]></kwd>
<kwd lng="en"><![CDATA[mass media]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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