<?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>2448-5705</journal-id>
<journal-title><![CDATA[Inter disciplina]]></journal-title>
<abbrev-journal-title><![CDATA[Inter disciplina]]></abbrev-journal-title>
<issn>2448-5705</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Centro de Investigaciones Interdisciplinarias en Ciencias y Humanidades]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-57052022000100241</article-id>
<article-id pub-id-type="doi">10.22201/ceiich.24485705e.2021.25.80977</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Frames de la comunicación. Los debates presidenciales en México 2018]]></article-title>
<article-title xml:lang="en"><![CDATA[Communication frames. Presidential debates in México 2018]]></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 ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2022</year>
</pub-date>
<volume>10</volume>
<numero>26</numero>
<fpage>241</fpage>
<lpage>265</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-57052022000100241&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-57052022000100241&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-57052022000100241&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de este artículo es analizar los debates presidenciales en México 2018. A través de los mensajes de campaña: debates, discursos, spots políticos, los candidatos no solo presentan sus propuestas de gobierno, sino que además construyen sus identidades. Se propone el modelo de los frames de la comunicación para el análisis de este proceso de construcción de identidades. Se concluye que las estrategias de comunicación de campaña se encuentran determinadas por el lugar que ocupan los candidatos en las encuestas de preferencia electoral. En las campañas presidenciales en México, existen tres candidatos: punteros, retadores y rezagados. Mientras que los punteros mantienen una estrategia de no confrontación, los retadores y rezagados sostienen una campaña negativa de ataque en contra del puntero.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The objective of this article is to analyze presidential debates in Mexico 2018. Through campaign messages: debates, speeches, political spots, candidates not only present their government proposals, but also build their identities. Frames communication model its proposed for the analysis of this identities process construction. It is concluded that campaign communication strategies are determined by the place candidates occupy in the electoral preference surveys. In Mexican presidential campaigns, there are three candidates: leaders, challengers and laggards. While the leaders maintain a non-confrontational strategy, the challengers and laggards maintain a negative campaign of attack against the leader.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[candidatos presidenciales]]></kwd>
<kwd lng="es"><![CDATA[análisis de los marcos]]></kwd>
<kwd lng="es"><![CDATA[marco de identidad]]></kwd>
<kwd lng="es"><![CDATA[presentación]]></kwd>
<kwd lng="es"><![CDATA[ataque]]></kwd>
<kwd lng="es"><![CDATA[defensa]]></kwd>
<kwd lng="en"><![CDATA[presidential candidates]]></kwd>
<kwd lng="en"><![CDATA[frame analysis]]></kwd>
<kwd lng="en"><![CDATA[identity frame]]></kwd>
<kwd lng="en"><![CDATA[presentation]]></kwd>
<kwd lng="en"><![CDATA[attack]]></kwd>
<kwd lng="en"><![CDATA[deffense]]></kwd>
</kwd-group>
</article-meta>
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