The Book Fair in Guadalajarathe most important Spanish-speaking in the world,was the setting for the presentation of the academic’s most recent book Javier Sánchez Galicia.
“The War of the Spots. Political Persuasion and Disaffection in the elections in Mexico”, raises the dilemma that exists between increasing social anomie through attacks between adversaries through negative campaigns during electoral processes, or increasing civic commitment by encouraging public debate. .
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The book, edited by Gedisa, was commented by the Buap researcher, level III of the SNI, Dr. Cesar Cansino; the director of the Digital Agency of the State of Mexico Dr. david Villanueva and Dr. Gabriel Torres espinoza, director of Radio and Television of the University of Guadalajara.
The presenters agreed on the importance of the media, such as radio and television, in electoral persuasion, however they also recognized the emergence of socio-digital platforms in the construction of new political attitudes. Javier Sánchez Galicia, author of the book, added other long-term structural and medium-term ideological factors in determining electoral behavior.
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During the discussion that took place in the agora, which the University of Guadalajara adapted in the university pavilion of the Book Fair, the author highlighted the short-term or cost-benefit factors that voters have considered during the last electoral processes.in Mexico to define the casting of their vote.
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How does negative campaigning affect voter engagement and public discourse in Mexico?
Interview with Javier Sánchez Galicia: Understanding Political persuasion in mexico’s Electoral Landscape
Editor, Time.news (ET): welcome, Dr. Javier Sánchez Galicia. Thank you for joining us today after your recent presentation at the prestigious book Fair in Guadalajara.Your new book, “The War of the Spots. Political Persuasion and Disaffection in the Elections in Mexico,” dives deep into the complexities of electoral campaigns in Mexico. What prompted you to write this book?
Javier Sánchez Galicia (JSG): Thank you for having me. The idea for the book came from observing the evolving nature of political campaigns, particularly the rise of negative campaigning in Mexico.I wanted to explore the impact of these tactics on social cohesion and voter engagement. my goal is to raise awareness about the fine line between disaffection and civic commitment.
ET: You mention in your book the dilemma faced during electoral processes—whether negative campaigning pushes voters away or encourages public debate. Can you elaborate on this?
JSG: Absolutely. Negative campaigns often create a sense of social anomie, leading to disillusionment among voters. On the other hand, they can spark public discourse, driving civic engagement. My research argues that while negative tactics can mobilize certain voter segments, they may also alienate significant portions of the electorate. Therefore, it’s crucial to understand these dynamics to foster a healthier political surroundings.
ET: During your presentation, Dr. Cesar Cansino, Dr. David Villanueva, and Dr. Gabriel Torres Espinoza emphasized the role of media in political persuasion. How do traditional media and socio-digital platforms compare in their influence on electoral behavior?
JSG: The media landscape has dramatically transformed with social and digital platforms becoming key players in shaping political attitudes. While traditional media, like radio and television, still hold influence, social media allows for more direct voter engagement and real-time feedback. This shift presents both opportunities and challenges for political campaigns as they must adapt to various dialogue channels to reach their target audiences effectively.
ET: You mentioned that long-term structural factors and medium-term ideological factors influence electoral behavior. Could you share some examples?
JSG: Certainly. Long-term structural factors include socio-economic conditions, education levels, and regional differences that shape voter identity over time. Medium-term factors might involve recent political events or shifts in public opinion that can quickly sway voter sentiment. Understanding these factors is critical for candidates who wish to resonate with their electorate authentically.
ET: In your discussion,you highlighted short-term,cost-benefit considerations that voters weigh before casting their ballots. What practical advice woudl you give to voters regarding these considerations?
JSG: Voters should critically assess the promises made by candidates and understand the feasibility of those proposals. It helps to engage in discussions that extend beyond superficial campaign slogans. An informed voter is an empowered voter. I encourage everyone to seek out various viewpoints, analyze the track record of candidates, and consider the long-term implications of their choices—both for themselves and society as a whole.
ET: As a closing thought, what implications do you see from your research for future elections in Mexico?
JSG: My research underscores the importance of fostering dialogue and promoting transparency among candidates and voters. As we head into future elections, the challenge will be to channel the power of negative campaigning into more constructive debates that enhance civic commitment rather than division. By doing so, we can work towards a more engaged and informed electorate, ensuring that our democratic processes are robust and inclusive.
ET: Thank you,Dr. Javier Sánchez Galicia, for your insights. Your work sheds light on the critical intersections of media, public debate, and political behavior in Mexico, which is invaluable for understanding our current electoral dynamics.
JSG: thank you for the opportunity to discuss these important issues. I appreciate it.