<?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>2007-9176</journal-id>
<journal-title><![CDATA[Iztapalapa. Revista de ciencias sociales y humanidades]]></journal-title>
<abbrev-journal-title><![CDATA[Iztapalapa. Rev. cienc. soc. humanid.]]></abbrev-journal-title>
<issn>2007-9176</issn>
<publisher>
<publisher-name><![CDATA[Universidad Autónoma Metropolitana, a través de la Unidad Iztapalapa, División de Ciencias Sociales y Humanidades]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-91762022000200255</article-id>
<article-id pub-id-type="doi">10.28928/ri/932022/aot4/chihuamparana</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El framing del discurso de la campaña presidencial de López Obrador]]></article-title>
<article-title xml:lang="en"><![CDATA[Framing López Obrador´s presidential campaign discourse]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chihu Amparán]]></surname>
<given-names><![CDATA[Aquiles]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma Metropolitana  ]]></institution>
<addr-line><![CDATA[Iztapalapa Ciudad de México]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>43</volume>
<numero>93</numero>
<fpage>255</fpage>
<lpage>278</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-91762022000200255&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-91762022000200255&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-91762022000200255&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En la elección presidencial de México 2018, López Obrador se presentó como el candidato de una coalición de varios partidos políticos, y el líder de un movimiento social. Este rasgo particular sitúa esta investigación en la frontera entre dos campos -los estudios electorales y los movimientos sociales- que han permanecido con escasa comunicación entre sí. En consecuencia, la campaña presidencial de López Obrador debe ser abordada no solo con las categorías tradicionales de la ciencia política, la comunicación política o el marketing político; su análisis requiere un enfoque transdisciplinario que incorpore categorías de la sociología de los movimientos sociales. Para cumplir con este propósito, se aplica el análisis de los marcos como perspectiva que permite la investigación del discurso público, de distintos actores (candidatos, movimientos sociales, periodistas) y sus mensajes (spots políticos, protesta, noticia). Se concluye que la comunicación de la campaña de López Obrador giró en torno al marco de la cuarta transformación, y que este marco, se construyó y comunicó, mediante un conjunto de mecanismos del framing: metáforas, eslóganes, frases célebres, anécdotas y ejemplos de memoria colectiva.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In 2018 Mexican presidential election, López Obrador ran as the candidate of a coalition of various political parties, and the leader of a social movement. This particular feature, places this research on the border between two fields (electoral studies and social movements) that have remained with little communication between one and the other. Consequently, López Obrador&#8217;s presidential campaign must be approached not only with the traditional categories of political science, political communication or political marketing, its analysis requires a transdisciplinary approach that incorporates categories from the sociology of social movements. To fulfill this purpose, frame analysis is applied as a perspective that allows the investigation of public discourse, of different actors (candidates, social movements, journalists) and their messages (political spots, protest, news). It is concluded that López Obrador´s campaign communication revolved around fourth transformation frame, and that this framework was built and communicated, through a set of framing mechanisms: metaphors, slogans, famous phrases, anecdotes and examples of collective memory.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[análisis de los marcos]]></kwd>
<kwd lng="es"><![CDATA[análisis cultural]]></kwd>
<kwd lng="es"><![CDATA[framing simbólico]]></kwd>
<kwd lng="es"><![CDATA[mecanismos del framing]]></kwd>
<kwd lng="es"><![CDATA[metáforas]]></kwd>
<kwd lng="es"><![CDATA[ejemplos de memoria colectiva]]></kwd>
<kwd lng="en"><![CDATA[frame analysis]]></kwd>
<kwd lng="en"><![CDATA[cultural analysis]]></kwd>
<kwd lng="en"><![CDATA[symbolic framing]]></kwd>
<kwd lng="en"><![CDATA[framing mechanisms]]></kwd>
<kwd lng="en"><![CDATA[metaphors]]></kwd>
<kwd lng="en"><![CDATA[examples if collective memory]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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