<?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>1870-3550</journal-id>
<journal-title><![CDATA[Norteamérica]]></journal-title>
<abbrev-journal-title><![CDATA[Norteamérica]]></abbrev-journal-title>
<issn>1870-3550</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Centro de Investigaciones sobre América del Norte]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1870-35502019000100065</article-id>
<article-id pub-id-type="doi">10.22201/cisan.24487228e.2019.1.374</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[The U. S. Presidential Elections from the Point Of View of the European Press]]></article-title>
<article-title xml:lang="es"><![CDATA[Las elecciones presidenciales de Estados Unidos desde el punto de vista de la prensa europea]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Heras-Pedrosa]]></surname>
<given-names><![CDATA[Carlos de las]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jambrino-Maldonado]]></surname>
<given-names><![CDATA[Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Iglesias-Sánchez]]></surname>
<given-names><![CDATA[Patricia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lugo Ocando]]></surname>
<given-names><![CDATA[Jairo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Málaga  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Málaga  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Málaga  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,University of Leeds  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>United Kingdom</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<volume>14</volume>
<numero>1</numero>
<fpage>65</fpage>
<lpage>86</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1870-35502019000100065&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1870-35502019000100065&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1870-35502019000100065&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: Public relations strategies based on dramatizations are key tools for successful electoral campaigns. Press offices play a fundamental role as theater directors, turning their leaders into great actors. What at first glance looks like a theatrical performance is, more than ever before, what happened in the U.S. presidential elections. Newspapers are intensifying the use of visual elements to reinforce the news. This research analyzes 2 463 articles from 8 digital newspapers in 4 countries to learn about the impact of visuals and dramatization on the European press. It seems paradoxical that the progressive newspapers devoted more articles to Trump than the conservative newspapers. A lack of time on the part of the journalists? What is certain is that the media reproduced the visuals prepared by Trump&#8217;s press office and his perfectly designed public appearances. The study shows that the progressive newspapers analyzed have contributed to giving Trump greater visibility in Europe.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Las estrategias de relaciones públicas basadas en dramatizaciones son herramientas fundamentales para que las campañas electorales tengan éxito. Las oficinas de prensa juegan un papel crucial como directores teatrales, pues convierten a sus líderes en grandes actores. Lo que a primera vista parece una actuación teatral es, más que nunca antes, lo que ha ocurrido en las últimas elecciones presidenciales de Estados Unidos: los periódicos intensificaron el uso de elementos visuales para reforzar las noticias. Esta investigación analiza 2463 artículos de 8 periódicos digitales en 4 países para aprender acerca del impacto de la dramatización y los efectos visuales en la prensa europea. Parece paradójico que los periódicos progresistas dedican más artículos a Trump que los conservadores; ¿falta de tiempo por parte de los periodistas? Lo que es cierto es que los medios reprodujeron los elementos visuales que preparó la oficina de prensa de Trump y sus apariciones en público, perfectamente diseñadas. El estudio muestra que los periódicos progresistas analizados han contribuido a dar a Trump mayor visibilidad en Europa.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[political communication]]></kwd>
<kwd lng="en"><![CDATA[public image]]></kwd>
<kwd lng="en"><![CDATA[leaders]]></kwd>
<kwd lng="en"><![CDATA[United States 2016 elections]]></kwd>
<kwd lng="en"><![CDATA[Trump against Clinton]]></kwd>
<kwd lng="es"><![CDATA[comunicación política]]></kwd>
<kwd lng="es"><![CDATA[imagen pública]]></kwd>
<kwd lng="es"><![CDATA[líderes]]></kwd>
<kwd lng="es"><![CDATA[elecciones del 2016 en Estados Unidos]]></kwd>
<kwd lng="es"><![CDATA[Trump contra Clinton]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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