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A Study of Agenda-Setting Theory in Presidential Debates in Mexico’s 2000 Presidential Campaign
Unformatted Document Text:  23 There has been some research on candidate image attributes in the past, (McCann, 1998). However, it has not been extensive due to characteristics on the Mexican regime, people did not feel safe expressing their opinions in public, and there were not many public opinion studies conducted in Mexican population. As explained previously, job-related attributes such as experience, intelligence, and knowledge, were mostly associated with a more traditional candidate style, although friendliness and “being human” were considered among one of the attributes that the public considered as desirable in candidates in the 1994 presidential election (p. 23). Candidates campaigning in this style appealed to the public to trust their experience. Generally, they emphasized achievements in their political careers, especially if they had been elected to office before. Attributes related to personality such as charisma, personal appearance, and background, apparently were not as important in the non- competitive elections prior to 2000.

Authors: Mercado, Antonieta., Hellweg, Susan., Dozier, David. and Hofstetter, C..
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background image
23
There has been some research on candidate image
attributes in the past, (McCann, 1998). However, it has not
been extensive due to characteristics on the Mexican regime,
people did not feel safe expressing their opinions in public,
and there were not many public opinion studies conducted in
Mexican population. As explained previously, job-related
attributes such as experience, intelligence, and knowledge,
were mostly associated with a more traditional candidate
style, although friendliness and “being human” were considered
among one of the attributes that the public considered as
desirable in candidates in the 1994 presidential election (p.
23). Candidates campaigning in this style appealed to the
public to trust their experience. Generally, they emphasized
achievements in their political careers, especially if they
had been elected to office before. Attributes related to
personality such as charisma, personal appearance, and
background, apparently were not as important in the non-
competitive elections prior to 2000.


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