<?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>S2448-49112016000200033</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El uso estratégico de la publicidad política de ataque en la elección federal intermedia de 2015 en México]]></article-title>
<article-title xml:lang="en"><![CDATA[The strategic use of attack advertising in the 2015 Mexican midterm federal elections]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz Jiménez]]></surname>
<given-names><![CDATA[Oniel Francisco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alva Rivera]]></surname>
<given-names><![CDATA[Miguel Eduardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Birmingham  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>United Kingdom</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma Metropolitana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2016</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2016</year>
</pub-date>
<numero>21</numero>
<fpage>33</fpage>
<lpage>49</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-49112016000200033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-49112016000200033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-49112016000200033&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: En las campañas electorales profesionalizadas, los partidos políticos y/o candidatos presentan sus propuestas ante el electorado y buscan maximizar votos, principalmente a través de los medios de comunicación. El objetivo de este trabajo es realizar un análisis de contenido de los mensajes políticos en televisión (spots de 30 segundos) transmitidos por los partidos políticos mexicanos durante las elecciones congresionales intermedias de 2015, con el fin de identificar sus estrategias de campaña. Los resultados muestran que los anuncios de ataque fueron un componente central en las estrategias mediáticas de los partidos durante la campaña.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: In professionalized election campaigns, political parties and/or candidates present their policy proposals to the electorate and seek to maximize votes, primarily, through media appeals. The purpose of this paper is to content-analyze all media appeals (30 second spots) broadcasted by Mexican political parties during the 2015 mid-term congressional elections, in order to identify their campaign strategies. The results show an increasing level of professionalization and centralization of media-based electoral strategies. They also show that attack ads were a central component of parties and candidates media strategies during the campaign.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Campañas electorales]]></kwd>
<kwd lng="es"><![CDATA[partidos políticos]]></kwd>
<kwd lng="es"><![CDATA[tácticas y estrategias de campaña]]></kwd>
<kwd lng="es"><![CDATA[publicidad política]]></kwd>
<kwd lng="es"><![CDATA[anuncios televisivos]]></kwd>
<kwd lng="en"><![CDATA[Election campaigns]]></kwd>
<kwd lng="en"><![CDATA[political parties]]></kwd>
<kwd lng="en"><![CDATA[campaign tactics and strategies]]></kwd>
<kwd lng="en"><![CDATA[political advertising]]></kwd>
<kwd lng="en"><![CDATA[television spots]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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