El framing del discurso de la campaña presidencial de López Obrador

In 2018 Mexican presidential election, López Obrador ran as the candidate of a coalition of various political parties, and the leader of a social movement. This particular feature, places this research on the border between two fields (electoral studies and social movements) that have remained with little communication between one and the other. Consequently, López Obrador’s presidential campaign must be approached not only with the traditional categories of political science, political communication or political marketing, its analysis requires a transdisciplinary approach that incorporates categories from the sociology of social movements. To fulfill this purpose, frame analysis is applied as a perspective that allows the investigation of public discourse, of different actors (candidates, social movements, journalists) and their messages (political spots, protest, news). It is concluded that López Obrador ́s campaign communication revolved around fourth transformation frame, and that this framework was built and communicated, through a set of framing mechanisms: metaphors, slogans, famous phrases, anecdotes and examples of collective memory.