The Image of Presidential Candidates in the United States (2008-2020): An Analysis of Frames in Political Introduction Spots
This study analyzes presidential campaign presentation spots from 2008 to 2020 in the United States, focusing on candidates Barack Obama, Donald Trump, Joe Biden, John McCain, Mitt Romney, and Hillary Clinton. It examines how these candidates adapt their messaging strategies in response to socio-ec...
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| Format: | Article |
| Language: | Spanish |
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Asociación Latinoamericana de Investigadores en Campañas Electorales
2025-04-01
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| Series: | Más Poder Local |
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| Online Access: | https://www.maspoderlocal.com/index.php/mpl/article/view/274 |
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| _version_ | 1849325079475781632 |
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| author | Alicia Esther González Lira |
| author_facet | Alicia Esther González Lira |
| author_sort | Alicia Esther González Lira |
| collection | DOAJ |
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This study analyzes presidential campaign presentation spots from 2008 to 2020 in the United States, focusing on candidates Barack Obama, Donald Trump, Joe Biden, John McCain, Mitt Romney, and Hillary Clinton. It examines how these candidates adapt their messaging strategies in response to socio-economic and political changes. By utilizing Aquiles Chihu’s communication frames methodology, the research dissects visual, verbal, and auditory elements within these ads to understand their impact on voter perceptions. Key findings reveal that while all candidates employ visual storytelling and emotional appeals, their effectiveness varies based on alignment with voter values and concerns. The integration of sound framing enhances understanding of emotional engagement, highlighting its role in shaping narratives and mobilizing voters.
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| format | Article |
| id | doaj-art-11aba4f1304841beab5dcbbc63fe614a |
| institution | Kabale University |
| issn | 2172-0223 |
| language | Spanish |
| publishDate | 2025-04-01 |
| publisher | Asociación Latinoamericana de Investigadores en Campañas Electorales |
| record_format | Article |
| series | Más Poder Local |
| spelling | doaj-art-11aba4f1304841beab5dcbbc63fe614a2025-08-20T03:48:31ZspaAsociación Latinoamericana de Investigadores en Campañas ElectoralesMás Poder Local2172-02232025-04-016010.56151/maspoderlocal.274The Image of Presidential Candidates in the United States (2008-2020): An Analysis of Frames in Political Introduction SpotsAlicia Esther González Lira0Laboratorio de Comunicación Política (UAM-I) This study analyzes presidential campaign presentation spots from 2008 to 2020 in the United States, focusing on candidates Barack Obama, Donald Trump, Joe Biden, John McCain, Mitt Romney, and Hillary Clinton. It examines how these candidates adapt their messaging strategies in response to socio-economic and political changes. By utilizing Aquiles Chihu’s communication frames methodology, the research dissects visual, verbal, and auditory elements within these ads to understand their impact on voter perceptions. Key findings reveal that while all candidates employ visual storytelling and emotional appeals, their effectiveness varies based on alignment with voter values and concerns. The integration of sound framing enhances understanding of emotional engagement, highlighting its role in shaping narratives and mobilizing voters. https://www.maspoderlocal.com/index.php/mpl/article/view/274political spotpresidential candidatescommunication framessound framingvoter engagement |
| spellingShingle | Alicia Esther González Lira The Image of Presidential Candidates in the United States (2008-2020): An Analysis of Frames in Political Introduction Spots Más Poder Local political spot presidential candidates communication frames sound framing voter engagement |
| title | The Image of Presidential Candidates in the United States (2008-2020): An Analysis of Frames in Political Introduction Spots |
| title_full | The Image of Presidential Candidates in the United States (2008-2020): An Analysis of Frames in Political Introduction Spots |
| title_fullStr | The Image of Presidential Candidates in the United States (2008-2020): An Analysis of Frames in Political Introduction Spots |
| title_full_unstemmed | The Image of Presidential Candidates in the United States (2008-2020): An Analysis of Frames in Political Introduction Spots |
| title_short | The Image of Presidential Candidates in the United States (2008-2020): An Analysis of Frames in Political Introduction Spots |
| title_sort | image of presidential candidates in the united states 2008 2020 an analysis of frames in political introduction spots |
| topic | political spot presidential candidates communication frames sound framing voter engagement |
| url | https://www.maspoderlocal.com/index.php/mpl/article/view/274 |
| work_keys_str_mv | AT aliciaesthergonzalezlira theimageofpresidentialcandidatesintheunitedstates20082020ananalysisofframesinpoliticalintroductionspots AT aliciaesthergonzalezlira imageofpresidentialcandidatesintheunitedstates20082020ananalysisofframesinpoliticalintroductionspots |