<?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>1870-2333</journal-id>
<journal-title><![CDATA[Polis]]></journal-title>
<abbrev-journal-title><![CDATA[Polis]]></abbrev-journal-title>
<issn>1870-2333</issn>
<publisher>
<publisher-name><![CDATA[UAM, Unidad Iztapalapa, División de Ciencias Sociales y Humanidades, Departamento de Sociología]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1870-23332006000200081</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Comunicación política y campañas electorales. Análisis de una herramienta comunicacional: el spot televisivo]]></article-title>
<article-title xml:lang="en"><![CDATA[Political communication and electoral campaigns. Analysis of the political television spots as a communicational tool]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[García Beaudoux]]></surname>
<given-names><![CDATA[Virginia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[D´Adamo]]></surname>
<given-names><![CDATA[Orlando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Buenos Aires  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Argentina</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2006</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2006</year>
</pub-date>
<volume>2</volume>
<numero>2</numero>
<fpage>81</fpage>
<lpage>111</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1870-23332006000200081&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1870-23332006000200081&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1870-23332006000200081&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: El presente artículo analiza las características de la comunicación política dirigida a los votantes en el contexto de una campaña electoral presidencial, a través de un medio de comunicación en particular (la televisión), y mediante una herramienta de comunicación específica, cuya producción se encuentra controlada completamente por partidos y candidatos: el spot político televisivo. Se presentan y discuten sus rasgos y contenidos predominantes. A modo de ejemplo, se utilizan los spots electorales televisivos de la campaña presidencial de 2003 en Argentina.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: This paper analyzes the main features of political communication aimed to persuade voters in the context of a presidential campaign, via a specific mass media such as television, and by means of a particular communication tool which production is completely controlled by political parties and candidates: the political spot. Their characteristics and prevailing contents are discussed. Spots of the presidential campaign 2003 in Argentina are used as examples.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comunicación política]]></kwd>
<kwd lng="es"><![CDATA[spot electoral]]></kwd>
<kwd lng="es"><![CDATA[campaña electoral]]></kwd>
<kwd lng="en"><![CDATA[political communication]]></kwd>
<kwd lng="en"><![CDATA[political spot]]></kwd>
<kwd lng="en"><![CDATA[electoral campaign]]></kwd>
</kwd-group>
</article-meta>
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