Electoral campaign Framing. The presidential elections of 2015 in the Argentine reference press

Abstract

This research carries out a comparative analysis of the media frames defined by the reference press in the coverage of the 2015 presidential election campaign in Argentina. This work seeks to describe media positions and approaches to account for the media agenda resulting from this framing process. This research hypothesizes that strategic frames which narrow campaign information down to a winner-loser game prevail in the 2015 presidential election coverage. Regarding methodology, this research uses traditional content analysis and quantitative and qualitative techniques. The former, statistical, is based on unit tall; and the latter, logical, is based on a combination of categories. The theoretical framework for this analysis is drawn from   theories of agenda-setting, framing and thematization. Among our main findings, it is worth highlighting that, in both newspapers analyzed, neutral frames have prevailed when determining each candidate´s profile, despite granting higher support levels and approval to the opposition candidate, Macri.