Resumen

GARCIA BEAUDOUX, Virginia  y  D´ADAMO, Orlando. Political communication and electoral campaigns. Analysis of the political television spots as a communicational tool. Polis [online]. 2006, vol.2, n.2, pp.81-111. ISSN 2594-0686.

This paper analyzes the main features of political communication aimed to persuade voters in the context of a presidential campaign, via a specific mass media such as television, and by means of a particular communication tool which production is completely controlled by political parties and candidates: the political spot. Their characteristics and prevailing contents are discussed. Spots of the presidential campaign 2003 in Argentina are used as examples.

Palabras llave : political communication; political spot; electoral campaign.

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