<?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>0185-1616</journal-id>
<journal-title><![CDATA[Estudios políticos (México)]]></journal-title>
<abbrev-journal-title><![CDATA[Estud. polít. (Méx.)]]></abbrev-journal-title>
<issn>0185-1616</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Ciencias Políticas y Sociales]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0185-16162023000300118</article-id>
<article-id pub-id-type="doi">10.22201/fcpys.24484903e.2023.60.86873</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Publicidad política televisiva y estereotipos de género en elecciones intermedias]]></article-title>
<article-title xml:lang="en"><![CDATA[Television political advertising and gender stereotypes in midterm elections]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cruz Valencia]]></surname>
<given-names><![CDATA[Ulises]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Torres Rodríguez]]></surname>
<given-names><![CDATA[Ignacio Daniel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Santos García]]></surname>
<given-names><![CDATA[Carlos Armando de los]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Iberoamericana Departamento de Comunicación ]]></institution>
<addr-line><![CDATA[CDMX ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma Metropolitana  ]]></institution>
<addr-line><![CDATA[Lerma ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,IEXE Universidad  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<numero>60</numero>
<fpage>118</fpage>
<lpage>140</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0185-16162023000300118&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0185-16162023000300118&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0185-16162023000300118&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El presente artículo presenta un estudio que aplica la Teoría Funcional del Discurso Político en Campaña para responder a la pregunta: ¿en el spot político emitido en elecciones intermedias, de qué manera el estereotipo de género afecta la forma en cómo se ejercen las funciones del discurso sobre los temas en campaña? Mediante un análisis de contenido cuantitativo, se encontró la prevalencia de comportamientos estereotipados, al ser las candidatas quienes más aclamaciones y menos ataques registraron. Al comparar a ganadoras versus perdedoras, se observó que las primeras apelan con mayor frecuencia a habilidades de liderazgo, lo que develó un comportamiento contra-estereotipado.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The present paper presents a study that applies the Functional Theory of Political Campaign Discourse to answer the question: within midterm elections´ political spots, in which way does gender stereotype affects the exercise of discourse functions about campaign themes? After conducting a quantitative content analysis, we found prevalence on stereotyped behavior, being the female candidates who register more acclamations and less attacks. By comparing winners versus losers, the first group appeals more frequently to their leadership skills reveling a counter-stereotyped behavior.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[México]]></kwd>
<kwd lng="es"><![CDATA[spot político]]></kwd>
<kwd lng="es"><![CDATA[análisis funcional]]></kwd>
<kwd lng="es"><![CDATA[estereotipos de género]]></kwd>
<kwd lng="es"><![CDATA[elecciones intermedias]]></kwd>
<kwd lng="en"><![CDATA[Mexico]]></kwd>
<kwd lng="en"><![CDATA[political advertising]]></kwd>
<kwd lng="en"><![CDATA[functional analysis]]></kwd>
<kwd lng="en"><![CDATA[gender stereotypes]]></kwd>
<kwd lng="en"><![CDATA[midterm elections]]></kwd>
</kwd-group>
</article-meta>
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