Framing de la campaña electoral presidencial mexicana de 2024: impacto de las candidaturas y fases de campaña en el uso de encuadres

During the 2024 Mexican presidential election campaign, the media played a crucial role in conveying information about the candidates to the public through a particular news coverage. With the aim of analyzing the media framing used during this process, a content analysis was conducted based on the assessments from the INE’s monitoring of radio and television news programs throughout the 2024 campaign. The findings indicate a dominant use of the strategic game frame. Additionally, while the frame of messages, ideas, and proposals diminished towards the end of the campaign, the use of both the strategic game frame and personal elements frame increased during the intermediate phase and remained prominent in the final phase. Finally, the coverage of personal elements dominated throughout the campaign for one candidate, while the use of other frames became more similar across all three candidates by the end of the campaign.