Traditional Media and Social Networks in the 2018 Presidential Election
Keywords:
2018 election, media, media effects, social mediaAbstract
This work seeks to know the relationship between the preferences of the voters and their
consumption of media and attention to advertising during the last presidential election in Mexico.
To do this, statistical models are discussed where the dependent variables are the vote for each
candidate and the change or stability in their preferences, and the independent variables are the
intensity in the use of media, measured through weekly consumption of news about the campaign,
and recall of the political publicity of the candidates. These models do not show a signifcant relationship between media consumption and electoral preferences. Faced with the belief that social
media helped the winning candidate, this study fnds no empirical support for it, in line with the
tradition that fnds that the media has little or no effect on voter preferences.
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