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A Study of Agenda-Setting Theory in Presidential Debates in Mexicoís 2000 Presidential Campaign
Unformatted Document Text:  13 Honesty. Another important attribute to candidate image honesty is considered a ‚Äúpersonality attribute‚ÄĚ (Siegel, 1966). Honesty is the perception of the candidate as ethical, decent, responsible, honorable, and proven. However, in some cases honesty plays both, personality and job related attributes depending on the context of the election. Personality Related Attributes Those are the candidate attributes that are more linked to personal characteristics of candidates and less to job performance. Charisma. The attribute of ‚Äúcharisma‚ÄĚ is considered as the ability to convey special charm or appeal to others. A more personal connection between the candidate and the public, based in factors such as physical appearance (looks, dress style, and physical attributes such as height), personal communication style (extroverted or introverted, optimistic or pessimistic, inclusive or exclusive), candidate‚Äôs background, or body language (stiffness, standing with confidence). Homophily. A candidate‚Äôs resemblance or similarity to the public is known as ‚Äúhomophily.‚ÄĚ According to Andersen and Todd (1975), homophily has three dimensions: same attitudes and beliefs as the public (attitude-belief), background, and personality (cited in Hellweg, 1995). A Typology of Candidate Image for the Mexican Context In order to develop a typology of candidate image for Mexico‚Äôs elections, mainstream American literature was used to define main attributes of candidate image. Those attributes

Authors: Mercado, Antonieta., Hellweg, Susan., Dozier, David. and Hofstetter, C..
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13
Honesty. Another important attribute to candidate image
honesty is considered a ‚Äúpersonality attribute‚ÄĚ (Siegel,
1966). Honesty is the perception of the candidate as ethical,
decent, responsible, honorable, and proven. However, in some
cases honesty plays both, personality and job related
attributes depending on the context of the election.
Personality Related Attributes
Those are the candidate attributes that are more linked
to personal characteristics of candidates and less to job
performance.
Charisma. The attribute of ‚Äúcharisma‚ÄĚ is considered as
the ability to convey special charm or appeal to others. A
more personal connection between the candidate and the public,
based in factors such as physical appearance (looks, dress
style, and physical attributes such as height), personal
communication style (extroverted or introverted, optimistic or
pessimistic, inclusive or exclusive), candidate’s background,
or body language (stiffness, standing with confidence).
Homophily. A candidate’s resemblance or similarity to the
public is known as ‚Äúhomophily.‚ÄĚ According to Andersen and Todd
(1975), homophily has three dimensions: same attitudes and
beliefs as the public (attitude-belief), background, and
personality (cited in Hellweg, 1995).
A Typology of Candidate Image
for the Mexican Context
In order to develop a typology of candidate image for
Mexico’s elections, mainstream American literature was used to
define main attributes of candidate image. Those attributes


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