The media in electoral processes

Abstract

The role of the media in shaping public opinion is not a matter of minor importance. Political campaigns are key moments in which information about candidates and their strategies is generated. Research on electoral campaigns refers to the central role of the media, particularly television, in modern campaign strategies around the world. In Mexico, the intensive use of the media as one of the most important communication channels in electoral campaigns took place in the federal election of 1994, in which they had for the first time a more relevant role in electoral political competition. In the present article, we try to analyze the above issues and obtain valid conclusions for the best knowledge of these phenomena.