<?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>1870-3550</journal-id>
<journal-title><![CDATA[Norteamérica]]></journal-title>
<abbrev-journal-title><![CDATA[Norteamérica]]></abbrev-journal-title>
<issn>1870-3550</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Centro de Investigaciones sobre América del Norte]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1870-35502017000200173</article-id>
<article-id pub-id-type="doi">10.20999//nam.2017.b007</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Intercandidate Facebook Agenda-Building Effect Of Webb County Judge Election Campaigns On the US-Mexico Border]]></article-title>
<article-title xml:lang="es"><![CDATA[Efectos de la construcción de agendas en Facebook para las campañas electorales de los candidatos a jueces del Condado de la Webb en la frontera México-Estados Unidos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Flores]]></surname>
<given-names><![CDATA[María de Los Ángeles]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,University of Texas  ]]></institution>
<addr-line><![CDATA[El Paso ]]></addr-line>
<country>USA</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<volume>12</volume>
<numero>2</numero>
<fpage>173</fpage>
<lpage>196</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1870-35502017000200173&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1870-35502017000200173&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1870-35502017000200173&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: Maxwell McCombs proposed a hypothesis that required testing in the digital media. McCombs predicted that the correlation between new media agendas would need to be greatly opposing rather than greatly redundant, like those typically found in traditional media agendas. This study tested McCombs&#8217; hypothesis and provides evidence that confirms it. The research examines the Facebook (FB) agenda-building effect between two Democratic candidates, Danny Valdez and Tano Tijerina, who ran for the Webb County judge seat during the 2014 Texas primary. The census sample included a total of 246 FB posts, 73 percent from Valdez and 27 percent from Tijerina. The FB agenda-building effect of election issues showed a slight positive correlation (rho = + 0.286) between the two Democratic candidates. Similar behavior was observed in the FB agenda-building effect of positive personal attributes, showing a slight positive correlation (rho = + 0.386). These results show that both FB agenda-building effects have a weak degree of interdependence, indicating that the Democratic candidates&#8217; agendas were independent of each other.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Maxwell McCombs propuso una hipótesis que requiere ser probada en los medios digitales. McCombs predijo que la relación entre las agendas de los medios digitales tendría necesariamen­te que ser enormemente opuesta en lugar de enormemente redundante, como las que típicamente se encuentran en las agendas mediáticas de los medios tradicionales. El presente estudio pone a prueba la hipótesis de McCombs y aporta evidencia que la confirma. Esta investigación analiza el efecto del agenda-building en Facebook (FB) entre dos candidatos demócratas -Danny Valdez y Tano Tijerina- contendientes por la posición de juez del Condado de Webb durante las elecciones primarias del 2014 en Texas. La muestra tipo censo consta de un total de 246 FB posts, un 73 por ciento de Valdez y un 27 por ciento de Tijerina. El efecto del agenda-building en FB en relación con los temas de la campaña demostró en la correlación una ligera tendencia positiva (rho = + 0.286) entre los dos candidatos demócratas. Un similar comportamiento fue observado en el efecto de FB en relación con las características personales positivas de los candidatos que mostró una correlación ligeramente positiva (rho = + 0.386). Estos resultados mostraron que los efectos de agenda-building en FB son débiles en relación con su grado de interdependencia, indicando que las agendas de los candidatos demócratas fueron independientes una de la otra.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[agenda-setting theory]]></kwd>
<kwd lng="en"><![CDATA[agenda-building effect]]></kwd>
<kwd lng="en"><![CDATA[Facebook]]></kwd>
<kwd lng="en"><![CDATA[political communication]]></kwd>
<kwd lng="en"><![CDATA[Webb County]]></kwd>
<kwd lng="en"><![CDATA[U.S.-Mexico Border]]></kwd>
<kwd lng="es"><![CDATA[comunicación política]]></kwd>
<kwd lng="es"><![CDATA[condado de Webb]]></kwd>
<kwd lng="es"><![CDATA[efecto de agenda-building]]></kwd>
<kwd lng="es"><![CDATA[Facebook]]></kwd>
<kwd lng="es"><![CDATA[frontera Estados Unidos-México y teoría del agenda-setting]]></kwd>
</kwd-group>
</article-meta>
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