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A Study of Agenda-Setting Theory in Presidential Debates in Mexico’s 2000 Presidential Campaign
Unformatted Document Text:  12 Candidate Image and the Mexican Elections During the 2000 presidential campaign in Mexico, a new model for candidate image in elections was observed. This model explains the change from the traditional way of campaigning for office, as well as the image perceptions of the media and the public participating in the process. In order to understand what candidate image entails in the context of the 2000 campaign, the attributes of this concept were defined. Those attributes were classified as personality-related and job-related. Some of the most important attributes are the following: Job Related Attributes Candidate attributes that are more linked to job performance and less to personality. Trustworthiness. The image attribute of “trustworthiness” is defined as the perception of the public on the reliability on the candidate, his or her capacity of doing the job, not only at the moment of the campaign, but beyond that moment of time (Hart, 1997, p. 112). The concept of trustworthiness can be described by three constructs: reliability, credibility, and consistency. Competence. Competence is considered a job-related attribute (Siegel, 1966). Competence is the ability to handle a job (Popkin, 1994), under normal and extraordinary circumstances, such as emergencies, crises, war, international conflicts, etc. This capacity can be measured with attributes such as intelligence, knowledge, and experience. These attributes were adapted to the Mexican political context due their relevance. The three attributes were operationalized in order to be coded.

Authors: Mercado, Antonieta., Hellweg, Susan., Dozier, David. and Hofstetter, C..
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12
Candidate Image and the Mexican Elections
During the 2000 presidential campaign in Mexico, a new model
for candidate image in elections was observed. This model
explains the change from the traditional way of campaigning
for office, as well as the image perceptions of the media and
the public participating in the process. In order to
understand what candidate image entails in the context of the
2000 campaign, the attributes of this concept were defined.
Those attributes were classified as personality-related and
job-related. Some of the most important attributes are the
following:
Job Related Attributes
Candidate attributes that are more linked to job
performance and less to personality.
Trustworthiness. The image attribute of “trustworthiness”
is defined as the perception of the public on the reliability
on the candidate, his or her capacity of doing the job, not
only at the moment of the campaign, but beyond that moment of
time (Hart, 1997, p. 112). The concept of trustworthiness can
be described by three constructs: reliability, credibility,
and consistency.
Competence. Competence is considered a job-related
attribute (Siegel, 1966). Competence is the ability to handle
a job (Popkin, 1994), under normal and extraordinary
circumstances, such as emergencies, crises, war, international
conflicts, etc. This capacity can be measured with attributes
such as intelligence, knowledge, and experience. These
attributes were adapted to the Mexican political context due
their relevance. The three attributes were operationalized in
order to be coded.


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