The Spot: Communicative Modality in the Electoral Processes

Abstract

Spots are the most practical medium in electoral procedures to influence voters’ decisions. They are a modality of political communication that implies an audiovisual message –a product of electronic media-, as well as one of the persuasive forms of the discourse used in political propaganda and advertising. This article discusses that even though is yet to be established whether spots actually influence voters’ decisions, they are still the most generalized communicative modality in political affairs.