El framing audiovisual del spot político

Abstract

This article presents a qualitative analysis model for televised political spots. Based on a spot for the 2006 presidential elections in Mexico, the audiovisual message is interpreted as a symbolic mechanism carrying three messages. The first two (optical and acoustical) contain the third one (written and oral language), all of them create a tridimensional set: a visual framing, an aural framing and a verbal framing.