<?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>1665-2037</journal-id>
<journal-title><![CDATA[Política y gobierno]]></journal-title>
<abbrev-journal-title><![CDATA[Polít. gob]]></abbrev-journal-title>
<issn>1665-2037</issn>
<publisher>
<publisher-name><![CDATA[Centro de Investigación y Docencia Económicas A.C., División de Estudios Políticos]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1665-20372020000200012</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Medios de comunicación tradicionales y redes sociales en la elección presidencial de 2018]]></article-title>
<article-title xml:lang="en"><![CDATA[Traditional Media and Social Networks in the 2018 Presidential Election]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Beltrán]]></surname>
<given-names><![CDATA[Ulises]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Centro de Investigación y Docencia Económicas División de Estudios Políticos ]]></institution>
<addr-line><![CDATA[Ciudad de México ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<volume>27</volume>
<numero>2</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1665-20372020000200012&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1665-20372020000200012&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1665-20372020000200012&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este trabajo busca conocer la relación entre las preferencias de los electores y su consumo de medios y atención a la publicidad durante la pasada elección presidencial en México. Para ello, se discuten modelos estadísticos donde las variables dependientes son el voto a cada uno de los candidatos y el cambio o estabilidad en las preferencias por éstos, y las independientes son la intensidad en el uso de medios, medida a través del consumo semanal de noticias sobre la campaña, y la recordación de la publicidad política de los candidatos. Estos modelos no muestran una relación significativa entre el consumo de medios y las preferencias electorales. Frente a la creencia de que las redes sociales ayudaron al candidato vencedor, este estudio no encuentra apoyo empírico para la misma, en línea con la tradición que sostiene que los medios tienen efectos mínimos o nulos en las preferencias de los votantes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: This article seeks to understand the relationship between voter preferences and both media consumption and attention to political advertising during the last presidential election in Mexico. To do this, I discuss some statistical models where the dependent variables are the vote for each candidate and the change or stability in their preferences, and the independent variables are the intensity of media consumption, measured through weekly exposure to news about the campaign, and individual recollection of the candidates&#8217; political ads. These models do not show a significant relationship between media consumption and electoral preferences. Contrary to the belief that social media helped the winning candidate, this study finds no empirical support for such claim, in line with the literature that finds that the media has little or no effect on voter preferences.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[elección 2018]]></kwd>
<kwd lng="es"><![CDATA[medios de comunicación]]></kwd>
<kwd lng="es"><![CDATA[efectos de medios]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="en"><![CDATA[2018 election]]></kwd>
<kwd lng="en"><![CDATA[media]]></kwd>
<kwd lng="en"><![CDATA[media effects]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
</kwd-group>
</article-meta>
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