La campaña presidencial de México 2012agendas públicas, mediática y política

Abstract

In México, the 2012 presidential election marked the return to power of the Partido Revolucionario Institucional (PRI) after the 12 year's rule of Partido Accion Nacional (PAN). Throughout the election campaign the issue of media's bias towards the PRI's candidate, Enrique Peña Nieto, was a recurrent theme. In that election campaign the PRI party formed an electoral alliance with the Partido Verde Ecologista de México. This investigation focuses in finding out the agenda setting effect during that election campaign, with emphasis in the two levels of the agenda: the first level (issues) and the second level (attributes). In Mexico, the agenda setting studies are mostly scarce, in such manner, this research will not only help to find if the media was successful stablishing its agenda to the public but also to strength the agenda settinǵs research in the country. Once the agendas are correlated, it is observed that there were mixed results between the public and the media agenda, finding from weak to strong correlations, nonetheless, weak correlations were predominant, so it is not possible to assert that during the study period is possible to observe the agenda setting effect between the Mexican people. The research revels mixed results in the attributes' agenda, in most of the cases is possible to observe the agenda setting effect during the study period.