<?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>0187-0173</journal-id>
<journal-title><![CDATA[Sociológica (México)]]></journal-title>
<abbrev-journal-title><![CDATA[Sociológica (Méx.)]]></abbrev-journal-title>
<issn>0187-0173</issn>
<publisher>
<publisher-name><![CDATA[Universidad Autónoma Metropolitana, División de Ciencias Sociales y Humanidades]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0187-01732017000300175</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Discurso multimodal y valores democráticos. Spots de los partidos políticos de izquierda en la precampaña electoral federal México 2015]]></article-title>
<article-title xml:lang="en"><![CDATA[Multimodal Discourse and Democratic Values. Left Political Parties&#8217; Broadcast Spots during the Mexican 2015 Federal Election Pre-campaign]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ahuactzin Martínez]]></surname>
<given-names><![CDATA[Carlos Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Benemérita Universidad Autónoma de Puebla Instituto de Ciencias de Gobierno y Desarrollo Estratégico Centro de Estudios en Comunicación Política]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<volume>32</volume>
<numero>92</numero>
<fpage>175</fpage>
<lpage>215</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0187-01732017000300175&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0187-01732017000300175&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0187-01732017000300175&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Las elecciones intermedias en México en 2015 presentaron como modalidad publicitaria predominante el uso de spots televisivos. Este estudio analiza la construcción del discurso multimodal, con enfoque persuasivo, de los spots de precampaña de los partidos mexicanos de izquierda, en un escenario de confrontación mediática. Con base en las aportaciones de la &#8220;semiótica social&#8221;, el &#8220;análisis del discurso multimodal&#8221; y la &#8220;nueva retórica&#8221;, se identifica el contenido axiológico que prevaleció en la publicidad audiovisual, en función de los valores democráticos y el posicionamiento simbólico-discursivo. El resultado de la investigación propone una categorización de los spots, a partir de las relaciones de oposición entre sus contenidos, en el marco de la comunicación política de las elecciones federales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: The predominant form of advertising during Mexico&#8217;s 2015 mid-term elections was the use of television spots. This study analyzes the construction of the multimodal discourse focusing on persuasion in the pre-campaign spots aired by left Mexican parties. Using contributions from social semiotics, multimodal discourse analysis, and the new rhetoric, the author identifies the axiological content prevalent in visual broadcast publicity as a function of democratic values and symbolic-discursive positioning. The research results propose classifying the spots based on the oppositional relations of their content in the framework of the federal elections political communication.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[discurso multimodal]]></kwd>
<kwd lng="es"><![CDATA[valores democráticos]]></kwd>
<kwd lng="es"><![CDATA[partidos políticos]]></kwd>
<kwd lng="es"><![CDATA[actores sociales y políticos]]></kwd>
<kwd lng="en"><![CDATA[multimodal discourse]]></kwd>
<kwd lng="en"><![CDATA[democratic values]]></kwd>
<kwd lng="en"><![CDATA[political parties]]></kwd>
<kwd lng="en"><![CDATA[social and political actors]]></kwd>
</kwd-group>
</article-meta>
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