Can political ads produce enough emotional shock as for orienting a person’s vote? To answer this inquiry we monitored a group of first-time voters from different universities in Mexico City during the 2018 electoral process. Through association analysis and multidimensional scaling techniques, we contrasted their emotional response to campaign ads of the three main presidential candidates with their final vote on July 1st. Our results show there is only a slight correlation between emotional reaction to political ads and the vote cast by individuals. Emotions motivated by audiovisual stimuli, have a limited effect over vote orientation, since these reactions depend upon the interpretive capitals that each voter possesses.

This research paper analyzes the Bolivian media coverage of the presidential runoff of the 2021 General Elections in Peru, in which the candidates participated: Pedro Castillo and Keiko Fujimori. The main objective was to study the frames that El Diario and La Razón used in the journalistic articles of their web portals. Likewise, we identified the digital space given to the publications and recognized the profiles that the foreign press built around each candidate. From a mixed approach, we analyzed metrics and used qualitative tools to examine the use of level and generic framing. To do so, we focused on the media with the highest readership in La Paz and analyzed 34 web articles that were published between April 12 and June 6, 2021. The results show that 44% were journalistic products lacking depth in which less than 400 words were used; 35% presented confrontational frames; 43% refe...