Discursive analysis of early campaigns for the Mexican Presidency in the run-up to 2024

Abstract

The selection of candidates for the presidency of Mexico presents an unprecedented scenario of anticipated internal processes by political parties, outside the times established by law, but endorsed by the electoral body. The rules established by the political actors themselves, represented by the official party, Movimiento de Regeneración Nacional (MORENA) and the Frente Amplio por México (FAM), formed by the traditional parties: Partido Acción Nacional (PAN), Partido Revolucionario Institucional (PRI) and Partido de la Revolución Democrática (PRD), create a scenario of internal contests that expose the candidates to the electorate, and encourage them to construct messages that capitalize on the sympathy of the voters to achieve the candidacy. In this study we analyze the messages of the aspirants in the internal processes of the parties through a matrix of political discourse analysis, based on the contesting or polemic rhetoric, developed by Hatzisavvidou. The collection of information comes from the platforms of social networks (Facebook and Twitter or X), of the aspirants, elaborated from June to September 2023. Among the findings, it stands out that the discursive appeals are confrontational to the current regime and its dominant narrative, and that the key discursive element is credibility (ethos), which is lacking in the opposition's message.