PROPUESTA DE UNA MATRIZ DE CODIFICACIÓN PARA EL ANÁLISIS DE LAS CAMPAÑAS NEGATIVAS.

This paper presents the concept of negative campaigning, and discusses its risks and potentials as a political communication strategy. Then, a codification matrix is proposed which has been designed by integrating a set of variables, and its respective dimensions and indicators. The purpose was to generate a tool that would allow researchers to gain precision when analyzing any negative campaign as a study subject. [ABSTRACT FROM AUTHOR]