Los estereotipos de la mujer mejicana en los mensajes gráficos electorales. Análisis de percepción de valores del elector

Abstract

During the electoral processes, there is a big number of messages within the communication strategies used by political parties. The way these messages reach people is generally through mass media, speeches, images and stories that try to generate a bonding relationship, making citizens identify themselves with the candidates or their political parties. In this sense, political parties have the chance to influence the decisions individuals make towards their vote. Nowadays woman development and their participation in decision making processes in different life aspects has made grow their strategic position as a change factor. This research focuses in identifying the stereotypes of women shown in electoral graphic images in Mexico as a strategy to approach or to bond with specific segments of parties’ population. In the first part of this research four recurring stereotypes were found in the images used during the 2015 process to elect Major of Guadalajara, capital city of the State of Jalisco, Mexico; these are: the woman with a degree, housewife, student and the merchant – small business woman-. Each stereotype has specific visual characteristics. After that it was necessary to establish which kind of values reflect each of the stereotypes found, as a form to evaluate the level of quality or a positive quality of political parties’ communication in electoral campaigns using the values inventory of ProtocoloEva® developed at LAICOM of the Autonomous University of Barcelona. The results showed that each one of the stereotypes concentrates an evaluation in the group of values that are related to it, nevertheless the student and degree women have a bigger global charge compared to the housewife and the merchant women. Also, we need to note that the concept with the higher point rate in three out of the four stereotypes was the family value. Finally, it was realized that the identification if the citizen with an specific political party affects the voting preference towards an specific stereotype of women when this is related to a political party.

Date of Award	15 Sept 2017
Original language	Spanish
Supervisor	Ángel Rodríguez Bravo (Director)