Campaña política negativa en la esfera mediática: elecciones municipales en el Área Metropolitana de Guadalajara 2017-2018

Abstract

In Mexico, recently really competitive electoral processes have been carried out, with different proposals. Among the visibility strategies of candidates for political positions lies the negative campaign, the critical message towards the opponent. This research approached, through the tripartite method for the study of the media proposed by John B. Thompson, the existence, content, diffusion and appropriation of the negative campaign radio messages issued by the candidates of the Guadalajara Metropolitan Area, contenders for the mayor´s position, in the local electoral campaigns of the 2017-2018 process, carried out from April 29 to June 28, 2018. The negative campaign used by the candidates in said electoral process was identified and described in order to understand their role as a practice produced and reproduced during electoral contests in a Mexican, municipal and multi-party context. The data showed the little diffusion on the radio of messages from candidates for mayor. Radio does not lose its validity as an information media, despite the media context that involves strong competition with other media: a large audience participation was observed for a non-dialogic medium.