CEU Electronic Theses and Dissertations, 2013
| Author | Morlet Corti, Yazmin |
|---|---|
| Title | Speech Choices in Mexico City 2012 |
| Summary | What strategies do politicians apply when deciding on speeches they will deliver? Modern politics and political marketing consider that politicians exploit their personality traits in order to target the median voter. However, this is not always the case. In this study, through a qualitative content analysis of 50 speeches of a candidate from Partido de la Revolucion Institucional (PRI) in Mexico City I look at the three main strategies that candidates take into account: the party, their niche and personality. The study shows that politicians do not always take into account past results and demographics to design their campaigns. The results of the analysis demonstrate that, since politicians cannot cover every area, they must prioritize their time and resources and work with what they have available. In this case, given the circumstances, the candidate decided to prioritize on party issues and party identification in order to promote the party. In addition to all the considerations they must take into account, such as who they target, politicians need to be strategic about what they say to whom and where. The key implication of the study is that politicians have different ways of directing their messages and their audiences to fulfill political objectives and that there is no general standard of doing it. This analysis contributed to a field that has been under-researched, Mexico City voting behavior. |
| Supervisor | Popescu, Marina |
| Department | Political Science MA |
| Full text | https://www.etd.ceu.edu/2013/morlet-corti_yazmin.pdf |
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