Imagen, encuestas, propaganda y dinero en las elecciones de 2012 en México

Abstract

In the presidential election in Mexico equity was broken by the amount of resources and money that went into the winning candidate compared to other competitors. The outlay of money went to many different activities and companies that they headed their work to promote a character: Enrique Peña Nieto. Among all the activities undertaken, the communication and advertising spending was enormous. During the process of campaigns two aspects were signs of discontent: the “espotización” (the great number of spots on media) and the use of surveys such as exercise of campaign. This article demonstrates some features of the campaigns of the four candidates on the basis of the 30-second messages that took to the air, as well as the realization of quantitative measurements in order to influence electors. Button is taken as the sample experiment that made the company Millennium and the pollster GEA/ISA, on a daily lifting of voting preference, as a means to editorialize with the numbers in favor of a candidate and to disqualify the rest of the participants.