<?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>S2683-22082025000100303</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v7i1.3228</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategias de ataque en la publicidad política digital: alcance elevado con bajo nivel de interacción]]></article-title>
<article-title xml:lang="en"><![CDATA[Attack strategies in digital political advertising: High reach, low interaction]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez-Sánchez]]></surname>
<given-names><![CDATA[Celeste-Anai]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Echeverría]]></surname>
<given-names><![CDATA[Martín]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Benemérita Universidad Autónoma de Puebla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Benemérita Universidad Autónoma de Puebla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<volume>7</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082025000100303&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082025000100303&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082025000100303&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen. Las investigaciones sobre la publicidad política digital en México se encuentran en una etapa exploratoria, sin trabajos que aborden las consecuencias de la comunicación persuasiva de tipo digital, tanto las que se manifiestan en general como las que se expresan en las mismas plataformas digitales, como consecuencia del diálogo bidireccional entre los contenidos y los usuarios. En la literatura internacional se observa que durante las contiendas políticas las interacciones dentro de las plataformas digitales se incrementan como consecuencia del contenido emocional e identitario, en donde los contenidos negativos y de ataque suelen generar un engagement y reacciones emocionales negativas en los usuarios. El propósito de esta investigación es profundizar en las consecuencias de la publicidad política negativa en términos de su capacidad de suscitar mayores interacciones y un grado mayor de engagement en los usuarios. Se analizó la publicidad política digital emitida durante el proceso electoral gubernamental del Estado de México en el año 2023, codificándola por su negatividad y tácticas de ataque. Asimismo, se recuperaron las reacciones de los usuarios y los comentarios que se desprenden de cada spot, para calcular el engagement que genera cada una de las piezas recuperadas. Finalmente se vincularon las variables de negatividad analizadas y las métricas de engagement, utilizando U de Mann-Whitney para la significatividad estadística de estas relaciones. Se encontró que las piezas negativas generan mayores interacciones en comparación con las positivas, y más visualizaciones, pero un nivel menor de engagement global. Se concluye que los spots negativos de ataque son los más vistos y comentados que los positivos, y que los spots basados en ataques de tipo directo son más compartidos, es decir, cuentan con mayor respaldo de los usuarios.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract. Research on digital political advertising in Mexico is in an exploratory stage, without literature that addresses the consequences of persuasive digital communication, both posted in general and those are expressed on digital platforms, as a consequence of the two-way dialogue between content and users. In international literature it is observed that during political races interactions within digital platforms increase because of emotional and identity content, where negative and attack content usually generate engagement and negative emotional reactions in users. The aim of this research is to delve into the consequences of negative political advertising in terms of its ability to provoke greater interactions and a higher degree of engagement in users. The digital political advertising broadcast during the governmental electoral process of the State of Mexico in 2023 was analyzed, coding it for its negativity and attack tactics. Likewise, user reactions and comments from each spot were recovered to calculate the engagement generated by each of the recovered pieces. Finally, the analyzed negativity variables and the engagement metrics were linked, using Mann-Whitney u for the statistical significance of these relationships. It was found that negative pieces generate greater interactions compared to positive ones, and more views, but a lower level of overall engagement. It is concluded that the negative attack spots are the most viewed and commented on than the positive ones, and that the spots based on direct attacks are more shared, that is, they have greater support from users.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Publicidad política digital]]></kwd>
<kwd lng="es"><![CDATA[Compromiso político]]></kwd>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[Campaña negativa]]></kwd>
<kwd lng="es"><![CDATA[Análisis de contenido]]></kwd>
<kwd lng="en"><![CDATA[Digital advertising]]></kwd>
<kwd lng="en"><![CDATA[User engagement]]></kwd>
<kwd lng="en"><![CDATA[Social media]]></kwd>
<kwd lng="en"><![CDATA[Negative campaign]]></kwd>
<kwd lng="en"><![CDATA[Political attack]]></kwd>
</kwd-group>
</article-meta>
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