{"id":3381,"date":"2018-03-09T16:40:31","date_gmt":"2018-03-09T16:40:31","guid":{"rendered":"https:\/\/www.cecubogroup.com\/?p=3381"},"modified":"2021-03-19T22:26:55","modified_gmt":"2021-03-19T22:26:55","slug":"amlo-echa-el-freno-meade-mejora-pero-no-lo-suficiente-anaya-y-otra-semana-negra-3o-oleada-de-la-ragenda-mediatica-mexico-2018r","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/amlo-echa-el-freno-meade-mejora-pero-no-lo-suficiente-anaya-y-otra-semana-negra-3o-oleada-de-la-ragenda-mediatica-mexico-2018r\/","title":{"rendered":"AMLO trava. Meade melhora, mas n\u00e3o o suficiente. Anaya e mais uma semana negra. 3\u00aa vaga da \"Agenda medi\u00e1tica. M\u00e9xico 2018\"."},"content":{"rendered":"<p>[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;\"]De acordo com os resultados da 3\u00aa vaga do estudo \"Agenda dos Media. M\u00e9xico 2018\", realizado pelo Grupo Cecubo e Elemental para a revista Campaigns and Elections, \"Corrup\u00e7\u00e3o e fraude\" continua a ser o tema predominante nos meios de comunica\u00e7\u00e3o, aumentando a sua percentagem de presen\u00e7a em 20% em rela\u00e7\u00e3o \u00e0 semana anterior.<br \/>\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=\u00bbdefault\u00bb][et_pb_image src=\u00bbhttps:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/750\u00d7421-captura-de-pantalla-2018-03-09-a-las-11-30-14-1520591467.png\u00bb title_text=\u00bb750\u00d7421-captura-de-pantalla-2018-03-09-a-las-11-30-14-1520591467\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=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" border_radii=\"on|1vw|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;\"]A maior v\u00edtima desta situa\u00e7\u00e3o \u00e9.\u00a0<strong>Ricardo Anaya, ao assumir-se como protagonista absoluto<\/strong>\u00a0A classifica\u00e7\u00e3o da \u00faltima semana confirma este facto, com 64% de not\u00edcias negativas. A classifica\u00e7\u00e3o da semana passada confirma este facto, com 64% de not\u00edcias negativas.<br \/>\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\" 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_module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\u00bbdefault\u00bb][et_pb_image src=\u00bbhttps:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/captura-de-pantalla-2018-03-09-a-las-11-02-24-1520591590.png\u00bb title_text=\u00bbcaptura-de-pantalla-2018-03-09-a-las-11-02-24-1520591590\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;\"]Esta quest\u00e3o da \"Corrup\u00e7\u00e3o\", ativamente promovida a partir das fileiras do PRI, conduziu a.\u00a0<strong>Jos\u00e9 Ant\u00f3nio Meade obt\u00e9m os melhores resultados em termos de classifica\u00e7\u00e3o<\/strong>\u00a0na \u00faltima semana, com 54% de not\u00edcias favor\u00e1veis. No entanto, o candidato do PRI n\u00e3o conseguiu descolar se analisarmos a sua presen\u00e7a nos meios de comunica\u00e7\u00e3o social, uma vez que est\u00e1 novamente em terceiro lugar em termos de apari\u00e7\u00f5es nos meios de comunica\u00e7\u00e3o social, com uma queda de -27% no volume de not\u00edcias em rela\u00e7\u00e3o \u00e0 semana anterior. Esta presen\u00e7a \u00e9 demasiado fraca para o colocar na segunda posi\u00e7\u00e3o em termos de prefer\u00eancia dos eleitores, o que lhe permitiria competir com garantias pela Presid\u00eancia da Rep\u00fablica.<\/p>\n<p>Andr\u00e9s Manuel L\u00f3pez Obrador, por outro lado, travou a sua presen\u00e7a nos media esta semana, o que pode levar a uma mudan\u00e7a na sua estrat\u00e9gia em duas linhas:<\/p>\n<ul>\n<li>Uma maior dosagem da mensagem.<\/li>\n<li>N\u00e3o ser apanhado no fogo cruzado entre o PRI e o PAN<\/li>\n<\/ul>\n<p>Os dois eixos sobre os quais gira esta mudan\u00e7a de estrat\u00e9gia respondem \u00e0 mesma an\u00e1lise da situa\u00e7\u00e3o: AMLO est\u00e1 na lideran\u00e7a deste processo e tem de ser muito comedido nas suas ac\u00e7\u00f5es.<\/p>\n<p>&nbsp;<\/p>\n<p><strong><u>Anaya e a estrat\u00e9gia da vitimiza\u00e7\u00e3o<\/u><\/strong><\/p>\n<p>Como observ\u00e1mos no estudo \"Agenda medi\u00e1tica. M\u00e9xico 2018\", as mensagens \"Cr\u00edtica\" e \"Contra-discurso\" continuam a prevalecer na comunica\u00e7\u00e3o de Anaya, obtendo um total de 90% das suas not\u00edcias.<\/p>\n<p>Anaya, ao responder \u00e0s acusa\u00e7\u00f5es que lhe s\u00e3o feitas, entra no quadro discursivo do rival, o que refor\u00e7a a sua posi\u00e7\u00e3o e enfraquece a sua.<\/p>\n<p>Pelo que se viu durante a \u00faltima semana, Anaya desviou a sua mensagem para a estrat\u00e9gia da vitimiza\u00e7\u00e3o (\"persegui\u00e7\u00e3o pol\u00edtica\"), um perfil pol\u00edtico que costuma dar frutos, especialmente para o voto duro do partido, mas que em muitos casos o torna incapaz de transmitir uma imagem de lideran\u00e7a, necess\u00e1ria para os eleitores.<\/p>\n<p>Poder\u00e1 isto beneficiar Margarita Zavala?<\/p>\n<p>&nbsp;<\/p>\n<p><strong><u>AMLO e a sua comunica\u00e7\u00e3o transversal<\/u><\/strong><\/p>\n<p>Um sinal de que L\u00f3pez Obrador est\u00e1 a ir bem pode ser visto nos atributos que o candidato Morena transmite na sua comunica\u00e7\u00e3o. H\u00e1 uma transversalidade na sua mensagem que lhe permite aceder a um segmento muito amplo do eleitorado, cada segmento com necessidades de informa\u00e7\u00e3o espec\u00edficas.<br \/>\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\" 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;\"]]<strong><u>Meade e a procura de conflitos<\/u><\/strong><\/p>\n<p>Como j\u00e1 foi referido, Meade obteve a sua melhor classifica\u00e7\u00e3o em toda a s\u00e9rie analisada, mas a sua presen\u00e7a medi\u00e1tica continua a ser limitada, com poucas apari\u00e7\u00f5es que lhe permitam melhorar a sua notoriedade e a sua capacidade de transmitir o seu programa pol\u00edtico. Na esfera medi\u00e1tica, a que nos referimos aqui, um bom m\u00e9todo para conseguir presen\u00e7a \u00e9\u00a0<strong>criar conflitos que sejam mediatizados e que tenham visibilidade p\u00fablica<\/strong>. Na \u00faltima semana, observou-se uma tend\u00eancia deste tipo, entrando em confronto com Anaya. Talvez tenha de continuar nesta linha, sem que esta procura de espa\u00e7o colida com o perfil pol\u00edtico \"independente-n\u00e3o-partid\u00e1rio\" que marca a sua estrat\u00e9gia.<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><strong>Pode aceder ao resto dos dados do inqu\u00e9rito e \u00e0 sua evolu\u00e7\u00e3o di\u00e1ria clicando aqui.\u00a0<a href=\"https:\/\/goo.gl\/Agq95g\">aqui.<\/a><\/strong><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><strong><u>Ficha informativa do estudo:<\/u><\/strong><\/p>\n<p><strong>Campo<\/strong>Not\u00edcia de \u00faltima hora: Os tr\u00eas candidatos com mais hip\u00f3teses de ganhar a Presid\u00eancia do M\u00e9xico s\u00e3o mencionados: Ricardo Anaya, Andr\u00e9s Manuel L\u00f3pez Obrador e Jos\u00e9 Antonio Meade.<\/p>\n<p><strong>Meios inclu\u00eddos no trabalho de campo:\u00a0<\/strong>El Universal, Milenio, El Financiero, Exc\u00e9lsior, La Jornada, Proceso, Reforma e Ar\u00edstegui Noticias.<\/p>\n<p><strong>Data do estudo<\/strong>: De 6 de fevereiro de 2018 a 1 de julho de 2018<\/p>\n<p><strong>Question\u00e1rio<\/strong><\/p>\n<ol>\n<li>Objeto da nota.<\/li>\n<li>Actores que figuram na nota.<\/li>\n<li>Ator de refer\u00eancia na hist\u00f3ria (quem conduz a quest\u00e3o na hist\u00f3ria)<\/li>\n<li>Dos candidatos indicados na nota:\n<ol>\n<li>Avalia\u00e7\u00e3o\/Sensa\u00e7\u00e3o<\/li>\n<li>Tipo de mensagem difundida<\/li>\n<li>Valores\/atributos veiculados na informa\u00e7\u00e3o<\/li>\n<li>Quem o critica<\/li>\n<li>Quem \u00e9 que ele critica<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 specialty=\"on\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f6f6f6f6\u2033 global_module=\"1979\u2033 saved_tabs=\"all\"][et_pb_column type=\"1_2\u2033 _builder_version=\"3.25\u2033 custom_padding=\"||||\" custom_padding__hover=\"||||\"][et_pb_image 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