The 2018 electoral campaigns in Mexico: gender inequality in media coverage
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José Luis Estrada Rodríguez
jluis.estrada@correo.buap.mx
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M
mce.fccom@correo.buap.mx
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DOI:
https://doi.org/10.4067/S0718-48672019000200039Abstract
This research paper elaborates an analysis of the media coverage contracted by the political parties for the electoral campaigns throughout the country, corresponding to candidates for federal deputies and senators in Mexico, during 2018, based on the He for She Report, subscribed by the political parties before the National Electoral Institute, obtained through a request for transparency. Through a quantitative methodology and the analysis of the information provided, it was found that the time of electoral publicity in the media, as well as the distribution of financial resources, is disproportionate and inequitable for male and female candidates in this election. Under this approach, if we consider that exposure to mass and now digital media produces effects on the audience as argued by the Theory of Cultivation, proposed by George Gerbner and Larry Gross; it is necessary to discuss on how to guarantee a greater media fairness in the electoral campaigns for the next elections.
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