<?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>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2017000300217</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Sesgo partidista en medios informativos. Una crítica metodológica y propuesta]]></article-title>
<article-title xml:lang="en"><![CDATA[Party bias in the media. A methodological critique and proposal]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Echeverría]]></surname>
<given-names><![CDATA[Martín]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Benemérita Universidad Autónoma de Puebla  ]]></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>
<numero>30</numero>
<fpage>217</fpage>
<lpage>238</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2017000300217&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2017000300217&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2017000300217&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: La constatación científica del sesgo partidista ha sido problemática dadas sus dificultades metodológicas en relación a tres aspectos aquí examinados: el estructural, cuando los investigadores naturalizan la norma de neutralidad en sistemas mediáticos donde es contingente; el organizacional, cuando se ignora la superioridad operativa de unas campañas sobre otras; y el metodológico, acerca del muestreo y validez de los indicadores usados. Las soluciones propuestas en el texto se ponen a prueba en la cobertura de las elecciones mexicanas de 2012, con resultados sugerentes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: Scientific validity of media bias is a complicated issue in communication studies, because of three methodological difficulties here examined: structural, when researchers take the norm of objectivity as given in systems that could uphold different values; organizational, when researchers ignore the organizational superiority of some campaigns over others; and methodological, in regards of the principles of sampling and the validity of commonly used indicators. Lastly, we suggest some practices to prevent these issues and illustrate their relevance in the coverage of the 2012 presidential elections; thus far with promising results.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Sesgo partidista]]></kwd>
<kwd lng="es"><![CDATA[investigación de medios]]></kwd>
<kwd lng="es"><![CDATA[metodología]]></kwd>
<kwd lng="es"><![CDATA[análisis de contenido]]></kwd>
<kwd lng="es"><![CDATA[México]]></kwd>
<kwd lng="en"><![CDATA[Bias]]></kwd>
<kwd lng="en"><![CDATA[media]]></kwd>
<kwd lng="en"><![CDATA[methods]]></kwd>
<kwd lng="en"><![CDATA[content analysis]]></kwd>
<kwd lng="en"><![CDATA[Mexico]]></kwd>
</kwd-group>
</article-meta>
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