Inter-Candidate Agenda Setting Effect of the 2018 Mexican Presidential Election: Political Party Candidates Vs. an Inde-pendent Candidate

The 2018 Mexican presidential election marked the initiation of a new political communication dynamic in which traditional electoral communication strategies of political parties were challenged by an independent candidate. This study evaluated this innovative electoral setting by examining Telemundo’s electoral coverage of party-affiliated candidates —Anaya Cortés, Meade Kuribreña, and López Obrador— and the independent candidate —Rodríguez Calderón— through agenda setting theory. The data was collected from Telemundo’s national newscast “Noticias Telemundo” with José Díaz Balart during INE’s official 90-day electoral campaign period. The inter-candidate agenda setting effect regarding the horse race topics was strong among the contenders suggesting that Telemundo’s journalists were disseminating the same information regarding party candidates, but the journalists’ reporting differed when covering the independent candidate. Outcomes indicate that there were two dominant political discussions in Telemundo regarding horse race topics, one emerging from all party candidates and the other one from the independent candidate. The inter-candidate agenda setting effect of issues presented strong correlations among all contenders, suggesting that their policy issues news agendas in Telemundo were nearly identical, which could have made it difficult for voters to distinguish among the candidates’ campaign messages. Overall, Rodríguez Calderón challenged parties’ political communication strategies in terms of horse race topics for his ability to disseminate a distinct campaign message in Telemundo despite having acquired the most negative coverage from journalists. But the independent candidate did not represent an opposition for parties regarding issues because his political rhetoric was not dissimilar from the other contenders.