<?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>0185-1918</journal-id>
<journal-title><![CDATA[Revista mexicana de ciencias políticas y sociales]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. mex. cienc. polít. soc]]></abbrev-journal-title>
<issn>0185-1918</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>S0185-19182018000200333</article-id>
<article-id pub-id-type="doi">10.22201/fcpys.2448492xe.2018.233.63010</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Los mensajes de la propaganda televisiva en las campañas presidenciales de Michelle Bachelet y Sebastián Piñera en Chile, 2005-2013]]></article-title>
<article-title xml:lang="en"><![CDATA[Television Ads Content in Michelle Bachelet&#8217;s and Sebastián Piñera&#8217;s Presidential Campaigns in Chile, 2005-2013]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lisbona]]></surname>
<given-names><![CDATA[Francisca]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Navia]]></surname>
<given-names><![CDATA[Patricio Daniel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Diego Portales  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,New York University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>USA</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2018</year>
</pub-date>
<volume>63</volume>
<numero>233</numero>
<fpage>333</fpage>
<lpage>363</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0185-19182018000200333&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0185-19182018000200333&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0185-19182018000200333&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Explicamos la varianza en los temas de los spots televisivos a partir de las características de cada contienda electoral, de las prioridades de la gente, de las trayectorias y del género de los candidatos. Utilizamos datos de 1 885 menciones a temas de campaña en 37 924 segundos de las franjas televisivas de los candidatos presidenciales Michelle Bachelet (2005 y 2013) y Sebastián Piñera (2005 y 2009) en Chile. Los mensajes convergen con más facilidad hacia el votante medio cuando hay un candidato por sector. Los candidatos se enfocan más en sus prioridades que en las de la opinión pública y no enfatizan atributos retrospectivos cuando son expresidentes. Por su parte, las candidatas no hablan más sobre de temas de género.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract We explain the variance in television spots as a function of the characteristics of each election, people&#8217;s priorities and candidates&#8217; trajectories and gender. With data from 1 885 references to different campaign issues in 37 924 seconds of television ads during the campaigns of presidential candidates Michelle Bachelet (2005 and 2013) and Sebastián Piñera (2005 and 2009) we analyze the variance in their campaign issues. Campaign messages converge more easily toward the median voter when there is one candidate per sector. Candidates focus on their own priorities more than on public opinion&#8217;s priorities. They do not emphasize retrospective attributes when they are former presidents and women candidates do not focus more on gender issues.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[campañas presidenciales]]></kwd>
<kwd lng="es"><![CDATA[spots televisivos]]></kwd>
<kwd lng="es"><![CDATA[opinión pública]]></kwd>
<kwd lng="es"><![CDATA[Chile]]></kwd>
<kwd lng="es"><![CDATA[Michelle Bachelet]]></kwd>
<kwd lng="es"><![CDATA[Sebastián Piñera]]></kwd>
<kwd lng="en"><![CDATA[presidential campaigns]]></kwd>
<kwd lng="en"><![CDATA[television spots]]></kwd>
<kwd lng="en"><![CDATA[public opinion]]></kwd>
<kwd lng="en"><![CDATA[Chile]]></kwd>
<kwd lng="en"><![CDATA[Michelle Bachelet]]></kwd>
<kwd lng="en"><![CDATA[Sebastián Piñera]]></kwd>
</kwd-group>
</article-meta>
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