<?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>2683-2208</journal-id>
<journal-title><![CDATA[Revista panamericana de comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. panam. comun.]]></abbrev-journal-title>
<issn>2683-2208</issn>
<publisher>
<publisher-name><![CDATA[Centros Culturales de México A.C., Universidad Panamericana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-22082023000100011</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v5i1.2858</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Vestir para ganar: moda y campañas electorales en América Latina]]></article-title>
<article-title xml:lang="en"><![CDATA[Dress to win: fashion and electoral campaigns in Latin America]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sádaba]]></surname>
<given-names><![CDATA[Teresa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ambás]]></surname>
<given-names><![CDATA[Gabriela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,ISEM Fashion Business School  ]]></institution>
<addr-line><![CDATA[Madrid ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Panamericana  ]]></institution>
<addr-line><![CDATA[Ciudad de México ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>5</volume>
<numero>1</numero>
<fpage>11</fpage>
<lpage>22</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082023000100011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082023000100011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082023000100011&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: La revolución digital ha irrumpido con fuerza en las campañas electorales y ha cambiado los paradigmas tradicionales de la comunicación política al insertar nuevos actores que quitan el protagonismo habitual de los partidos políticos como principales actores de las campañas. Así, las campañas hoy en día las hacen ciudadanos anónimos en las redes o grupos organizados en torno a una causa. Este trabajo pone la atención sobre un nuevo factor para las campañas - la moda - y estudia los casos de tres campañas en Latinoamérica donde la moda ha tenido un papel relevante. El artículo desarrolla un marco teórico donde se pueden observar las relaciones entre moda y política, y su poder simbólico y comunicativo. Desde ahí se exploran, mediante el estudio de casos, dos ámbitos donde el juego de la moda es importante para las campañas: 1) el simbolismo de la moda usado en campañas, como con la falta de corbata en el atuendo de Gabriel Boric o los zapatos rojos de Guillermo Lasso, y 2) el uso de la influencia y de los fashion influencers, como en el caso de la mega influencer Mariana Rodríguez, esposa del gobernador elegido en Nuevo León, y su papel en la campaña. Las conclusiones de este trabajo señalan el papel de la moda en la política en el contexto digital, y abren posibilidades nuevas tanto para investigadores como para los expertos en campañas electorales, reforzando la idea de que, para ganar las batallas de la opinión pública, la moda puede ser un elemento más relevante que los discursos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: The digital revolution has strongly erupted into the election campaigns and changed the traditional ways of political communication by inserting new actors that take away the leading role in the political parties as the main characters. Therefore, contemporary campaigns are created by anonymous citizens in social media or organized groups on behalf of a specific cause. This paper focuses on a new factor in political campaigns - fashion - and studies three cases of Latin American campaigns where fashion has had a relevant role. The article develops a theoretical framework that explores the main relations between fashion and politics, with its symbolic and communicative power. From there we explore, through case studies, two areas in which fashion plays an important role in campaigns: 1) the symbolism of fashion, as seen with the lack of tie in Gabriel Boric&#8217;s attire and Guillermo Lasso&#8217;s red tennis shoes, and 2) the use of influence and fashion influencers, as seen with Mariana Rodríguez - top influencer and wife to Governor Samuel García - and her role during his election campaign.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[digitalización]]></kwd>
<kwd lng="es"><![CDATA[moda]]></kwd>
<kwd lng="es"><![CDATA[campañas electorales]]></kwd>
<kwd lng="es"><![CDATA[símbolos]]></kwd>
<kwd lng="es"><![CDATA[influencia]]></kwd>
<kwd lng="en"><![CDATA[digitalization]]></kwd>
<kwd lng="en"><![CDATA[fashion]]></kwd>
<kwd lng="en"><![CDATA[electoral campaigns]]></kwd>
<kwd lng="en"><![CDATA[symbols]]></kwd>
<kwd lng="en"><![CDATA[influence]]></kwd>
</kwd-group>
</article-meta>
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