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In the last decades, academic research strongly poses again that image to a politician is of up most importance, specifically in vote obtaining campaigns. The predominance of the candidate's image in the political message is a direct effect of the professionalizing of electoral campaigns and it is regarded as personalizing of politics. The following article explains how personal image is managed in the electoral communication process and states that personalizing, even when it simplifies the political debate, has also shown to facilitate it. The key through which simplification of the message does not lead it to its triviality can be found in the proper suitability between the image projected and the personal image which supports it. When a politician can support, through his own biography and personal qualities, a government project, it adds a guarantee to improve not only political dialogue, but political acting itself. [ABSTRACT FROM AUTHOR]

This article seeks to untangle the way in which the political campaigns--especially the television campaigns--influenced in the electoral preferences of the two main candidates. Based on available data of political advertisement and using diverse statistical models, this article shows that the relationship between advertisement and preferences is not direct. The influence of media in preferences happens through two mechanisms that are frequently studied in media literature: agenda-setting and priming. [ABSTRACT FROM AUTHOR]

Electoral rallies in public plazas cannot predict the winner of the elections, although they do reflect the cultural dimension of politics. In this article, the qualitative analysis of electoral rallies explains both the existence of alternative projects for citizenship and the nation and their conflictive rootedness in political culture. By comparing the different political parties' rallies in 2000 and 2006, the author looks in detail at three components of political culture: symbolic physical space, social space and discursive space. campaigns, political appropriation of public space. [ABSTRACT FROM AUTHOR]

El artículo habla de los medios de comunicación y cómo influyen la acción política. Se menciona algunos factores que se entrometen en el diseño de la realidad política, por ejemplo las rutinas profesionales y las características individuales de los periodistas. El artículo también presenta reflexiones publicadas en un informe anual de la profesión periodística. Resultados de encuestas sobre el impacto que el mensaje político tiene en los ciudadanos están mostrados.