Identity and image in the spots of the 2006 Mexican presidential campaign

Résumé

Based on the analysis of three spots broadcast on open television during the 2006 presidential campaign, I try to show the relevance and usefulness of analyzing the role of culture and image in media communication processes. Through frame analysis, film analysis and identity theory, I try to understand three aspects of these messages: 1) the political identities that were put into play, 2) the audiovisual resources used and 3) the type of spectator-voter that was implicit in them.