El anuncio político televisivo como herramienta de comunicación electoral. Análisis de caso: los anuncios de la campaña para las elecciones legislativas de marzo de 2004 en España
Restricted accessResearch articleFirst published online January, 2007
El anuncio político televisivo como herramienta de comunicación electoral. Análisis de caso: los anuncios de la campaña para las elecciones legislativas de marzo de 2004 en España
En este trabajo se analizan los contenidos de la comunicación política de campaña electoral que llega a los votantes a través de una herramienta de comunicación específica: el spot político. Se examina una muestra de 28 anuncios electorales televisivos correspondientes a las elecciones legislativas que tuvieron lugar en España en marzo de 2004. No es nuestra intención explicar el modo en que los ciudadanos televidentes experimentan el visionado de los anuncios de campaña. Nuestro foco, en cambio, está puesto en los anuncios mismos porque entendemos que esas pequeñas historias políticas que se narran en los anuncios de TV ponen al descubierto las estrategias que eligen partidos y candidatos para aproximarse a los electores al suponer que serán las más eficaces a la hora de atraer su voto.
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