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A Study of Agenda-Setting Theory in Presidential Debates in Mexico’s 2000 Presidential Campaign
Unformatted Document Text:  24 Figure 2. Relationship Between News Coverage of Candidate Image Attributes and Debate Content. Note that some of the most salient personal attributes during the debates and the news coverage, were similarity of backgrounds and personal beliefs of the candidates with those of the general public. Vicente Fox appealed to the public’s preferences, using these attributes more than his opponents (see Table 7). Fox was also severely criticized by the media and by the other candidates for not being “serious about politics”. He openly admitted to being catholic, while most of the twentieth century presidents in Mexico were publicly seen, and intentionally projected, as secular. Ironically, it seemed that the same attributes that his opponents criticized most heatedly, the public appeared to like: knowledge, similarity of beliefs, and background, for example. Fox projected an image of a regular middle class Mexican tired of politicians’ News Coverage of Candidate Image Attributes 120 100 80 60 40 20 600 500 400 300 200 100 0 -100

Authors: Mercado, Antonieta., Hellweg, Susan., Dozier, David. and Hofstetter, C..
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background image
24
Figure 2.
Relationship Between News Coverage of Candidate
Image Attributes and Debate Content.
Note that some of the most salient personal attributes
during the debates and the news coverage, were similarity of
backgrounds and personal beliefs of the candidates with those
of the general public. Vicente Fox appealed to the public’s
preferences, using these attributes more than his opponents
(see Table 7). Fox was also severely criticized by the media
and by the other candidates for not being “serious about
politics”. He openly admitted to being catholic, while most of
the twentieth century presidents in Mexico were publicly seen,
and intentionally projected, as secular. Ironically, it seemed
that the same attributes that his opponents criticized most
heatedly, the public appeared to like: knowledge, similarity
of beliefs, and background, for example. Fox projected an
image of a regular middle class Mexican tired of politicians’
News Coverage of Candidate Image Attributes
120
100
80
60
40
20
600
500
400
300
200
100
0
-100


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