Mexicans Subject to Electoral Hype

Mexico, Dec 18 (Prensa Latina) With the start of the pre-electoral campaign, Mexican people will be subject to the hype of almost 60 million political ads towards the federal elections of July 1st, 2018, when a new president will be elected.

It will be a period of advertising saturation through a promotion structure that, according to experts, overwhelms people with 497,760 hours of broadcasts programmed by the National Electoral Institute (INE).

The electoral propaganda has grown exponentially, as in 2006, the parties bought some 700,000 television spots, while they currently have access to 41 million ones, despite the fact that the electoral process they are starting now is controlled by INE to reach equity among the political parties and reduce the cost of the electoral campaigns.

According to a research by Javier Esteinou, the model of political communication that derived from the 2007 reform showed that the rules of the communication code of public television prevailed over the rules of human policy that the society needs.

Cesar Astudillo, researcher and director of the journal Revista Mexicana de Derecho Electoral, said that there is a saturation of advertising, which triggers rejection in the people toward candidates and political organizations.