<?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>1870-2333</journal-id>
<journal-title><![CDATA[Polis]]></journal-title>
<abbrev-journal-title><![CDATA[Polis]]></abbrev-journal-title>
<issn>1870-2333</issn>
<publisher>
<publisher-name><![CDATA[UAM, Unidad Iztapalapa, División de Ciencias Sociales y Humanidades, Departamento de Sociología]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1870-23332014000100109</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El framing del antagonista en los debates presidenciales: México 2012]]></article-title>
<article-title xml:lang="en"><![CDATA[Antagonist's framing in presidentials debates: Mexico 2012]]></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[ ]]></addr-line>
<country>Mexico</country>
</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>
<volume>10</volume>
<numero>1</numero>
<fpage>109</fpage>
<lpage>132</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1870-23332014000100109&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1870-23332014000100109&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1870-23332014000100109&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Se presenta la propuesta teórico-metodológica del análisis de los marcos (frame analysis) para identificar las estrategias discursivas utilizadas por los candidatos en la elección presidencial de 2012 en México. El marco del antagonista (antagonist frame) se refiere a la definición que propone un candidato respecto a sus contrincantes. Esto puede equipararse con lo que los expertos del marketing político denominan campana negativa, dirigida a atribuir al o los candidatos oponentes una serie de atributos, de cualidades o de características negativas que en términos de valores son opuestas a lo que los electores esperan de un buen funcionario público.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The theoretical-methodological approach known as frame analysis was used to identify the discursive strategies used by the candidates during the presidential election in Mexico 2012. The antagonista frame refers to the definition that a candidate proposes with regard to his electoral opponents. This can be compared with what the experts in political marketing call negative campaigns aimed at assigning a series of negative attributes, or characteristics to the opponent candidate or candidates wich in terms of values are completeley different to what the electors would expect from a good civil servant.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[debates presidenciales]]></kwd>
<kwd lng="es"><![CDATA[análisis de los marcos]]></kwd>
<kwd lng="es"><![CDATA[marco del antagonista]]></kwd>
<kwd lng="es"><![CDATA[imagen política]]></kwd>
<kwd lng="en"><![CDATA[presidential debates]]></kwd>
<kwd lng="en"><![CDATA[frame analysis]]></kwd>
<kwd lng="en"><![CDATA[antagonist frame]]></kwd>
<kwd lng="en"><![CDATA[political image]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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