La construcción de pseudoambientes y pseudorealidades en los spot-encuestas de las campañas políticas electorales mexicanas 2000, 2006, 2012

Abstract

The mass media, in particular television, have been the determining factor in generating pseudo-environments, maintaining pseudo-realities and introjecting emotions in citizens in order to influence their electoral behavior. These pseudo-environments are built with events to activate emotions that exert affective and behavioral pressure on the inhabitants. In this sense, surveys, as well as the news resource in political campaigns, turn out to be an instrument of persuasion of marketing and political advertising to generate pseudo-environments and captivate the undecided, who make the difference in elections, since they are producers of social imaginary-climates, public opinion and behavior to achieve a certain end and thus legitimize an election.

Keywords

• political campaigns
• polls
• persuasion
• pseudo-environment and pseudo-reality
• tv spots