<?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>2448-4911</journal-id>
<journal-title><![CDATA[Revista mexicana de opinión pública]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. mex. opinión pública]]></abbrev-journal-title>
<issn>2448-4911</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Ciencias Políticas y Sociales]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-49112014000100002</article-id>
<article-id pub-id-type="doi">10.1016/s1870-7300(14)72326-9</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[¿Ideología u homogeneización? Un análisis de las campañas electorales de Argentina, México y Venezuela]]></article-title>
<article-title xml:lang="en"><![CDATA[Ideology or Homogenization? An Analysis of the Election Campaigns of Argentina, Mexico and Venezuela]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Aruguete]]></surname>
<given-names><![CDATA[Natalia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Riorda]]></surname>
<given-names><![CDATA[Mario]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Página/12  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Argentina</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,aff2  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2014</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2014</year>
</pub-date>
<numero>16</numero>
<fpage>31</fpage>
<lpage>49</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-49112014000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-49112014000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-49112014000100002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las últimas campañas electorales presidenciales en diversos países de América Latina han demostrado que no existe una tendencia a la homogeneización de los discursos políticos. Por el contrario, asistimos a una vital recuperación de la dimensión ideológica de estos textos. En este trabajo se realiza un análisis comparativo de las campañas electorales presidenciales de los candidatos ganadores en Argentina 2011 (Cristina Fernández de Kirchner), México 2012 (Enrique Peña Nieto) y Venezuela 2012 (Hugo Chávez). El objetivo es identificar los atributos ideológicos de las principales piezas publicitarias (spots) y sistematizar el rasgo dominante de los discursos de campaña: politizado u homogeneizante.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The last presidential election campaigns in various countries of Latin America have shown that there is a trend towards homogenization of political discourse. On the contrary, we are witnessing a recovery vital ideological dimension of these texts. In this work we make a comparative analysis of presidential election campaigns of winners candidates in Argentina 2011 (Cristina Fernandez de Kirchner), Mexico 2012 (Enrique Peña Nieto) and Venezuela 2012 (Hugo Chavez). The goal is to identify attributes of the main ideological advertising pieces (spots) and systematize the dominant feature of the campaign speech: politicized or homogenizing.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Ideología]]></kwd>
<kwd lng="es"><![CDATA[homogeneización]]></kwd>
<kwd lng="es"><![CDATA[Campañas electorales presidenciales]]></kwd>
<kwd lng="es"><![CDATA[Cristina Fernández de Kirchner]]></kwd>
<kwd lng="es"><![CDATA[Enrique Peña Nieto]]></kwd>
<kwd lng="es"><![CDATA[Hugo Chávez]]></kwd>
<kwd lng="en"><![CDATA[Ideology]]></kwd>
<kwd lng="en"><![CDATA[homogenization]]></kwd>
<kwd lng="en"><![CDATA[presidential election campaigns]]></kwd>
<kwd lng="en"><![CDATA[Cristina Fernández de Kirchner]]></kwd>
<kwd lng="en"><![CDATA[Enrique Peña Nieto]]></kwd>
<kwd lng="en"><![CDATA[Hugo Chávez]]></kwd>
</kwd-group>
</article-meta>
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