Cruzadas audiovisuales: metodología heurística para un análisis semántico–cognitivo del spot electoral
Based on recent findings in the field of cognitive linguistics with regard to the semantic activity of the mind and the general modus operandi of the construction of meaning, this paper looks at persuasion in the media, political adverts and audiovisual meaning. For these purposes, we have conducted...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2015 |
| País: | México |
| Institución: | UNIVERSIDAD DE GUADALAJARA |
| Repositorio: | Comunicación y Sociedad |
| Idioma: | español |
| OAI Identifier: | oai:comunicacionysociedad.cucsh.udg.mx:article/1634 |
| Acceso en línea: | https://www.comunicacionysociedad.cucsh.udg.mx/index.php/comsoc/article/view/1634 |
| Access Level: | acceso abierto |
| Palabra clave: | meaning construction political advertising spots cognitive semantics persuasion mental spaces political campaings audiovisual language metodología de análisis audiovisual comunicacion política construcción del sentido integración conceptual persuasión |
| Sumario: | Based on recent findings in the field of cognitive linguistics with regard to the semantic activity of the mind and the general modus operandi of the construction of meaning, this paper looks at persuasion in the media, political adverts and audiovisual meaning. For these purposes, we have conducted an in–depth analysis of one advert from the electoral campaign in Mexico in the year 2000. Distancing itself from structuralist and more conventional approaches to the subject, the starting point for this paper is where cognition meets power, to heuristically propose some methodological cognitive semantic principles for analysing political audiovisual texts. |
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