Revista de comunicación política e institucional

Núm. 60 (2025): Herramientas y estrategias visuales y textuales para la comunicación política
Artículos

La imagen de los candidatos pesidenciales en Estados Unidos (2008-2020): un análisis de los marcos en los spots de introducción política

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DOI: https://doi.org/10.56151/maspoderlocal.274
Alicia Esther González Lira
Laboratorio de Comunicación Política (UAM-I)

Palabras clave

  • political spot,
  • presidential candidates,
  • communication frames,
  • sound framing,
  • voter engagement
  • publicidad política,
  • estrategias de campaña,
  • marcos de comunicación,
  • compromiso del votante,
  • marco sonoro

Cómo citar

González Lira, A. E. . (2025). La imagen de los candidatos pesidenciales en Estados Unidos (2008-2020): un análisis de los marcos en los spots de introducción política. Más Poder Local, (60), 33-52. https://doi.org/10.56151/maspoderlocal.274

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Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.

Resumen

Este estudio analiza los spots de presentación de campañas presidenciales desde 2008 hasta 2020 en Estados Unidos, centrándose en los candidatos Barack Obama, Donald Trump, Joe Biden, John McCain, Mitt Romney y Hillary Clinton. Examina cómo estos candidatos adaptan sus estrategias de mensajería en respuesta a cambios socioeconómicos y políticos. Al utilizar la metodología de marcos de comunicación de Aquiles Chihu, la investigación descompone los elementos visuales, verbales y auditivos dentro de estos anuncios para comprender su impacto en las percepciones de los votantes. Los hallazgos clave revelan que, si bien todos los candidatos emplean narrativas visuales y apelaciones emocionales, su efectividad varía según la alineación con los valores y preocupaciones de los votantes. La integración del marco sonoro mejora la comprensión del compromiso emocional, destacando su papel en la conformación de narrativas y la movilización de votantes.

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