<?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>S0188-252X2020000100117</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2020.7573</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[¿Por qué los candidatos atacan en campaña? Factores explicativos en la publicidad política televisiva]]></article-title>
<article-title xml:lang="en"><![CDATA[Why do candidates attack? Explanatory factors in negative television political advertising]]></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>00</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2020</year>
</pub-date>
<volume>17</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2020000100117&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2020000100117&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2020000100117&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Frente a la preocupación por el tono crecientemente negativo de las campañas electorales, se presenta un análisis de contenido de spots negativos emitidos en las últimas cuatro elecciones presidenciales mexicanas, que explica los factores que moldean sus características y probabilidad de emisión (2000 a 2018, N= 108). Hallamos tres factores relevantes: la competitividad de la contienda hace más probable que se emitan ataques; la regulación restrictiva hace que sean más indirectos; y la ideología partidista determina las tácticas a emplear.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Facing the concern of increasing incivility in political campaigns, we present a content analysis of negative advertising broadcast in four Mexican presidential elections, to explain the factors that shape their treats and likelihood of emission (2000 to 2018, N=108). Three factors are significant: competitiveness of the elections raises the likelihood of attacks; strict regulation makes them subtler, and party ideology determines the tactics followed.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Publicidad política]]></kwd>
<kwd lng="es"><![CDATA[campañas negativas]]></kwd>
<kwd lng="es"><![CDATA[spots]]></kwd>
<kwd lng="es"><![CDATA[elecciones]]></kwd>
<kwd lng="es"><![CDATA[México]]></kwd>
<kwd lng="en"><![CDATA[Political advertising]]></kwd>
<kwd lng="en"><![CDATA[negative campaigns]]></kwd>
<kwd lng="en"><![CDATA[spots]]></kwd>
<kwd lng="en"><![CDATA[elections]]></kwd>
<kwd lng="en"><![CDATA[Mexico]]></kwd>
</kwd-group>
</article-meta>
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