2006: a Thematic Quarrel

Abstract

On the basis of Budge and Farlie´s theory of electoral processes as thematic quarrels, it is possible to account for Mexico´s 2006 presidential election, which started with a large advantage for one candidate and ended with a very close win for another candidate. Attention to various issues and issue types was distributed in a dynamics dependent upon the candidate´s campaigns and behavior. Those themes were ordered in hierarchies that changed over time and they were associated differentially to candidates.

This movement, which explains the notable change in voters´ preferences, does not only entail that themes were resignified during the campaign, but also that their meaning frameworks were redrawn. On the basis of this analysis, it is suggested that the theory ought to be developed  beyond their original formulation.