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A Study of Agenda-Setting Theory in Presidential Debates in Mexico’s 2000 Presidential Campaign
Unformatted Document Text:  15 values were assigned to each attribute to make the analysis easier to compute. Attribute variables were then aggregated forming indexes to define patterns of candidate image. For example, the item that measured Competence in the coding manual is the following: Is CuauhtĂ©moc Cárdenas portrayed in the news piece as: 3. Experienced 2. Neutral 1. Inexperienced 9. NA 3. Smart 2. Neutral 1. Not smart 9. NA 3. Knowledgeable 2. Neutral 1. Not knowledgeable 9. NA Table 1. Candidate Image Attributes in Mexican Campaigns Traditional candidates Non-Traditional candidates Job Related Attributes Mixed Attributes (Predominantly personality-related attributes). Competence Honesty Experience Fairness Intelligence Decency Knowledge Ethics Trustworthiness Charisma Reliability Personal Appearance Credibility Reassuring Body Language Consistency Confidence Honesty Homophily Fairness Decency Attitude-beliefs Background Ethics Personality Attributes Trustworthiness Charisma Reliability Personal Appearance Credibility Reassuring Body Language Consistency

Authors: Mercado, Antonieta., Hellweg, Susan., Dozier, David. and Hofstetter, C..
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background image
15
values were assigned to each attribute to make the analysis
easier to compute. Attribute variables were then aggregated
forming indexes to define patterns of candidate image. For
example, the item that measured Competence in the coding
manual is the following:
Is Cuauhtémoc Cárdenas portrayed in the news piece as:
3. Experienced
2. Neutral
1. Inexperienced 9. NA
3. Smart
2. Neutral
1. Not smart
9. NA
3. Knowledgeable
2. Neutral
1. Not knowledgeable 9. NA
Table 1.
Candidate Image Attributes in Mexican Campaigns
Traditional candidates
Non-Traditional candidates
Job Related Attributes
Mixed Attributes
(Predominantly personality-
related attributes).
Competence
Honesty
Experience Fairness
Intelligence Decency
Knowledge
Ethics
Trustworthiness
Charisma
Reliability Personal
Appearance
Credibility
Reassuring Body Language
Consistency
Confidence
Honesty
Homophily
Fairness
Decency
Attitude-beliefs
Background
Ethics
Personality Attributes
Trustworthiness
Charisma
Reliability
Personal Appearance
Credibility
Reassuring Body
Language
Consistency


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