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Perspectivas de la comunicación

versión On-line ISSN 0718-4867

Resumen

CORDUNEANU, Victoria Isabela; MUNIZ, Carlos  y  ECHEVERRIA, Martín. EMOTIONS IN ELECTORAL CONTEXT AND POLITICAL ATTENTION TO MASS MEDIA: AFFECTIVE INTELLIGENCE OR COGNITIVE EVALUATION?. Perspect. comun. [online]. 2019, vol.12, n.2, pp.57-87. ISSN 0718-4867.  http://dx.doi.org/10.4067/S0718-48672019000200057.

Based on a three-waves longitudinal survey, this paper analyzes the changes in emotions during and after the presidential campaign in Mexico in 2018, as well as the relationship between emotions and a “low cost political participation”, such as attention to news. The research makes a contribution to the current debate on the role of emotions on political participation, from various theoretical perspectives, such as the Theory of Affective Intelligence, the Theory of Endogenous Affect, the Theory of Affect Transfer and the Theory of Cognitive Evaluation, all opposed to Rational Choice Theory. We found that emotions changed from more negative to more positive ones, during and after the campaign. In regard to the relationship of emotions and attention to news, we found support for both the Theory of Affective Intelligence, among the nonpartisan participants, and for the Theory of Cognitive Evaluation, among the participants who declared a party partisanship.

Palabras clave : electoral campaigns; emotions; attention to news; low cost political participation; party partisanship.

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