{"id":3270,"date":"2018-05-18T15:10:33","date_gmt":"2018-05-18T15:10:33","guid":{"rendered":"https:\/\/www.cecubogroup.com\/?p=3270"},"modified":"2021-03-19T22:23:38","modified_gmt":"2021-03-19T22:23:38","slug":"los-empresarios-desestabilizan-la-campana-de-amlo-agenda-mediatica-mexico-2018","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/los-empresarios-desestabilizan-la-campana-de-amlo-agenda-mediatica-mexico-2018\/","title":{"rendered":"Empres\u00e1rios desestabilizam a campanha de AMLO. Agenda medi\u00e1tica. M\u00e9xico 2018"},"content":{"rendered":"

[et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px|||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_margin=\"||||false|false\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto|500||on|||||\" text_text_color=\"#1a2126\u2033 text_font_size=\"18px\" text_letter_spacing=\"4px\"]Blog[\/et_pb_text][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2020\/12\/line.svg\" title_text=\"line\" _builder_version=\"4.7.7\u2033 _module_preset=\"default\" custom_margin=\"-15px||||false|false\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_post_title author=\"off\" comments=\"off\" featured_image=\"off\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" title_font=\"Helvetica Neue-Bold||||||||\" title_text_color=\"#032F77\u2033 title_font_size=\"40px\" meta_font=\"Roboto|500|||||||\" meta_text_color=\"#93BB23\u2033 meta_font_size=\"16px\" custom_margin=\"||||false|false\" custom_padding=\"|200px|||false|false|false|false\" custom_padding_tablet=\"|0px||||false|false|false|false\" custom_padding_phone=\"|0px||false|false|false\" custom_padding_last_edited=\"on|tablet\"][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|tablet\" custom_css_main_element=\"font-weight: normal;\"]<\/p>\n

\n

At\u00e9 \u00e0s duas \u00faltimas semanas, Andr\u00e9s Manuel L\u00f3pez Obrador tinha conduzido uma campanha presidencial estrategicamente conservadora, adoptando um perfil moderado de acordo com a sua posi\u00e7\u00e3o de l\u00edder nas elei\u00e7\u00f5es e caminhando dentro de limites discursivos prudentes que nenhum dos seus advers\u00e1rios foi capaz de ultrapassar.<\/p>\n<\/div>\n

<\/div>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f7f7f7f7f7\u2033 custom_padding=\"0px|||0px||||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/750\u00d7421-amlo_castanon-1526654267.jpg\" title_text=\"750\u00d7421-amlo_castanon-1526654267\u2033 align=\"center\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]Teve de ser um ator econ\u00f3mico, para al\u00e9m de pol\u00edtico, que fez com que L\u00f3pez Obrador ficasse fora de si. De acordo com a an\u00e1lise medi\u00e1tica do estudo \"Agenda dos Media. M\u00e9xico 2018<\/u><\/a>\"Os empregadores, principalmente os\u00a0CCE<\/a><\/u>\u00a0(Consejo Coordinador Empresarial), provocaram o\u00a0desestabiliza\u00e7\u00e3o da estrat\u00e9gia<\/strong>\u00a0de AMLO,\u00a0mudar radicalmente o seu posicionamento<\/strong>empurrando o candidato para os seus piores dias de campanha e iimpulsionando-a para v\u00e1rias rectifica\u00e7\u00f5es<\/strong>. Este facto pode ser observado nos dados seguintes:
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#032F77\u2033 saved_tabs=\"all\" global_module=\"5936\u2033][et_pb_row _builder_version=\"4.7.7\u2033 _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_right\" position_origin_f=\"center_right\" vertical_offset=\"0px\" horizontal_offset=\"0px\" custom_padding=\"0px|||0px||true|false\" custom_css_main_element=\"z-index: 1;\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/footer-right-side-bot-f.png\" title_text=\"right-side-effect-f\" align=\"right\" src_tablet=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/right-side-effect-f.png\" src_phone=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/right-side-effect-f.png\" src_last_edited=\"on|phone\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" width=\"20%\" width_tablet=\"30%\" width_phone=\"50%\" width_last_edited=\"on|phone\" custom_margin=\"7px||||false|false\" custom_margin_tablet=\"125px||||false|false\" custom_margin_phone=\"60px||||false|false\" custom_margin_last_edited=\"on|phone\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.9.0\u2033 _module_preset=\"default\" text_font=\"Roboto|700|||||||\" text_text_color=\"#FFFFFFFFFFFF\" text_font_size=\"40px\" text_line_height=\"1.1em\" text_orientation=\"center\" custom_margin=\"||||false|false\" custom_padding=\"||||false|false\" custom_padding_tablet=\"\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" text_font_size_tablet=\"\" text_font_size_phone=\"31px\" text_font_size_last_edited=\"on|phone\" custom_css_main_element_last_edited=\"on|desktop\"]Tire partido do ambiente competitivo[\/et_pb_text][et_pb_button button_url=\"https:\/\/www.cecubogroup.com\/services\/competitive-intelligence-unit\/\" button_text=\"Aceder \u00e0 Unidade de Intelig\u00eancia Competitiva\" button_alignment=\"center\" _builder_version=\"4.9.0\u2033 _module_preset=\"default\" custom_button=\"on\" button_text_color=\"#032F77\u2033 button_bg_color=\"#FFFFFFFF\" button_border_width=\"0px\" button_border_radius=\"11px\" button_font=\"Roboto||||||||\" button_use_icon=\"off\" custom_margin=\"||||false|false\" custom_padding=\"|55px||55px|false|true\" custom_padding_tablet=\"\" custom_padding_phone=\"|35px||35px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"text-align: center;||box-shadow: 0 3px 6px 0 rgba(0, 0, 0, 0, 0.16);\" box_shadow_style=\"preset2\u2033 box_shadow_horizontal=\"2px\" box_shadow_vertical=\"2px\" box_shadow_blur=\"10px\" box_shadow_color=\"#d3e1ac\" button_text_color__hover_enabled=\"on|hover\" button_text_color__hover=\"#ffffff\" button_bg_color__hover_enabled=\"on|hover\" button_bg_color__hover=\"#93bb23\u2033 button_bg_enable_color__hover=\"on\" custom_css_main_element_last_edited=\"on|phone\"][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.7.7\u2033 _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_left\" position_origin_f=\"center_right\" vertical_offset=\"0px\" horizontal_offset=\"0px\" custom_padding=\"0px||0px|||true|false\" custom_css_main_element=\"z-index: 1;\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/footer-left-side-bot.png\" title_text=\"we_specialize_left\" src_tablet=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/nos_especializamos_left.png\" src_phone=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/nos_especializamos_left.png\" src_last_edited=\"on|phone\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" width=\"35%\" width=\"35%\" width_tablet=\"30%\" width_phone=\"45%\" width_last_edited=\"on|desktop\" max_width=\"35%\" max_width_tablet=\"30%\" max_width_phone=\"45%\" max_width_last_edited=\"on|tablet\" custom_margin=\"45px||||false|false\" custom_margin_tablet=\"-53px||||false|false\" custom_margin_phone=\"30px||||false|false\" custom_margin_last_edited=\"on|phone\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]]AMLO no \u00e2mbito do tema \"Economia\".<\/u><\/strong>
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_enable_color=\"off\" custom_padding=\"0px|||0px||||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/amlo-1526654554.png\" title_text=\"amlo-1526654554\u2033 align=\"center\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"0px|||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]As acusa\u00e7\u00f5es e den\u00fancias contra a Iniciativa Privada por parte de L\u00f3pez Obrador, as suas den\u00fancias de favoritismo e conspira\u00e7\u00f5es a favor de Ricardo Anaya, bem como a rea\u00e7\u00e3o dos empres\u00e1rios fizeram com que o candidato do Morena\u00a0para entrar plenamente num ponto da agenda pol\u00edtica que n\u00e3o \u00e9 do seu interesse: a \"Economia<\/strong>\". Assim, durante estas duas semanas de pol\u00e9mica, o tema \"Economia\" aumentou na informa\u00e7\u00e3o de AMLO em 14.29%, enquanto \"Seguran\u00e7a\", um tema pol\u00edtico que favorece a candidatura de Obrador, diminuiu em -71.43%. \u00c9 assim que a controv\u00e9rsia com o sector empresarial deslocou a agenda de campanha do candidato para temas em que n\u00e3o existe uma liga\u00e7\u00e3o positiva (Economia), e nos quais Meade e Anaya t\u00eam um melhor desempenho.<\/p>\n

 <\/p>\n

Aumento da informa\u00e7\u00e3o negativa<\/u><\/strong>
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_enable_color=\"off\" custom_padding=\"0px|||0px||||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\u00bbdefault\u00bb][et_pb_column type=\u00bb4_4\u2033 _builder_version=\u00bb4.8.1\u2033 _module_preset=\u00bbdefault\u00bb][et_pb_image src=\u00bbhttps:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/captura-de-pantalla-2018-05-18-a-las-13-19-53-1526654336.png\u00bb title_text=\u00bbcaptura-de-pantalla-2018-05-18-a-las-13-19-53-1526654336\u2033 align=\u00bbcenter\u00bb _builder_version=\u00bb4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"0px|||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]Em contraste com os dados da an\u00e1lise de toda a campanha, L\u00f3pez Obrador obt\u00e9m uma classifica\u00e7\u00e3o negativa nos media, com 40,65%, para apenas 29,27% de informa\u00e7\u00e3o positiva.<\/p>\n

 <\/p>\n

Mensagem principalmente \"cr\u00edtica<\/u><\/strong>
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_enable_color=\"off\" custom_padding=\"0px|||0px||||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\u00bbdefault\u00bb][et_pb_column type=\u00bb4_4\u2033 _builder_version=\u00bb4.8.1\u2033 _module_preset=\u00bbdefault\u00bb][et_pb_image src=\u00bbhttps:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/captura-de-pantalla-2018-05-18-a-las-13-27-15-1526654347.png\u00bb title_text=\u00bbcaptura-de-pantalla-2018-05-18-a-las-13-27-15-1526654347\u2033 align=\u00bbcenter\u00bb _builder_version=\u00bb4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"0px|||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]Outro indicador fundamental do perfil medi\u00e1tico de L\u00f3pez Obrador durante estas duas \u00faltimas semanas \u00e9 o tipo de mensagem que emitiu durante esta pol\u00e9mica. Como podemos ver no gr\u00e1fico acima, e tamb\u00e9m em contraste com o que estes dados vinham mostrando ao longo da campanha presidencial,\u00a053,83 % da comunica\u00e7\u00e3o de AMLO foi feita com uma mensagem \"cr\u00edtica\".<\/strong>. Como j\u00e1 coment\u00e1mos em artigos anteriores, este tipo de mensagem n\u00e3o \u00e9 adequado para um candidato que lidera todas as sondagens, pelo que a pol\u00e9mica entre L\u00f3pez Obrador e os \"empres\u00e1rios\" deixou claro que, de acordo com a an\u00e1lise dos meios de comunica\u00e7\u00e3o social, a campanha do candidato morena \u00e9 fraca e mal orientada.\u00a0sobre quest\u00f5es espec\u00edficas, e perante as cr\u00edticas provenientes de sectores menos politizados do que os partidos<\/strong>.<\/p>\n

 <\/p>\n

A estrat\u00e9gia de polariza\u00e7\u00e3o de Anaya<\/strong><\/p>\n

No panorama medi\u00e1tico, a estrat\u00e9gia de polariza\u00e7\u00e3o iniciada pelo candidato da Frente, Ricardo Anaya, continua, orientando praticamente toda a sua comunica\u00e7\u00e3o para\u00a0a ideia de que s\u00f3 ele pode derrotar AMLO<\/strong>tentando provocar a demiss\u00e3o dos outros candidatos. Esta dicotomia entre ele e L\u00f3pez Obrador levou-o a obter bons resultados nos meios de comunica\u00e7\u00e3o social nas \u00faltimas semanas.<\/p>\n

O segundo debate presidencial tem lugar este domingo e \u00e9 suscet\u00edvel de ser estrategicamente decisivo:<\/p>\n