Resumo

KUSCHICK, Murilo. La imagen y el cambio de actitud. Sociológica (Méx.) [online]. 2009, vol.24, n.70, pp.175-200. ISSN 2007-8358.

This article aims to present and discuss the concept of image and its place in the sphere of public perception. It presents the idea that, when the way prospective voters perceive the image of politicians, parties and candidates changes, the way they intend to cast their ballots can also change. The authors attempt to prove this general idea by researching a concrete situation: the videotape scandals involving the head of the Green Ecologist Party of Mexico and René Bejarano, an important member of the Party of the Democratic Revolution.

Palavras-chave : image; perception; surveys; attitude.

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