Abstract

CICOWIEZ, Mariano. Argentine Elections 2019: A Study of the Leading Connections in the Spots of Frente de Todos. Dixit [online]. 2021, n.35, pp.34-50.  Epub Dec 01, 2021. ISSN 1688-3497.  https://doi.org/10.22235/d35.2343.

The article examines advertising spots broadcasted in traditional press media, belonging to the campaign of the Frente de Todos coalition for the 2019 Argentine elections. The analysis focused on the six terms of the actantial model developed by Algirdas J. Greimas, with the aim of recognizing a style of composition that involves the leading figures, both political and civil, of the political party spots. The methodology consisted in the elaboration of a corpus of observation units that includes the set of spots broadcasted on open television, on which an analysis of the actantial positions was carried out on the basis of the verbal statements and their visual composition design. This perspective has made it possible to recognize, to a greater extent, two positions attributed to the citizens in the spots, subject to the proximity between the candidates and the electors in the context of a presidential election campaign.

Keywords : electoral campaign; political advertising; actantial model; candidates; citizens.

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