I created a 20 x 20 PowerPoint presentation for my Media and Politics. This presentation examines how the 2016 presidential primaries in the U.S. election is introduced in the Mexican press (El Universal) from January 1st to April 12th 2016.

1. How are the 2016
presidential primaries
in the U.S. introduced
in Mexico?
MARIJOSE MARTINEZ LORENZO

2.  Founders: Félix Palvacini and Emilio
Rabasa in 1916
 Founded: Santiago de Querétaro→ end
of Mexican Revolution
 Current owner: Juan Francisco Ealy
Ortiz (October 23,1969)
 Readership: national
 Political orientation: Center-right wing
 Largest newspapers: Reforma (right)
and El Universal
 Smaller: La Jornada (left) and El
Economista (right)

3. Method:
 Tools: Factiva, El Universal
 Time: January to April (2016)
 Candidates:
 Republicans: “Trump” and “Ted Cruz”
 Democrats: “Clinton” and “Sanders”
 Variables:
 Visibility: word count, number of
stories (3 categories), visibility of
Trump’s policy (0/1)
 Tone: coding for candidates overall,
attitudes towards Trump
 Topics: 3 general topics, specific
topics

8. Topics
 Candidate Characteristics:
 Personality, tone, winner/loser
 Campaign Issues:
 Building/Funding Wall, Belgium attacks, statements on terrorism, race,
minorities, women’s rights
 Policy:
 Domestic: economy, gun control, healthcare reform, trade, immigration
 Foreign: relations with Asia, Mexico, Europe

9. Topics
 Trump:
 Candidate Characteristics: embarrassment, ignorant, racist, xenophobia, Mexicans=
rapists & criminals, hair, genitalia
 Campaign Issues: wall, human rights violation (Muslims, waterboarding)
 Clinton:
 Candidate Characteristics: women and minority vote, strong leader (Clinton wins over
Sanders)
 Campaign Issues: wall, Super Tuesday
 Sanders:
 Candidate Characteristics: Sanders loses to Clinton
 Policy: trade, Mexico-U.S. relations, gun control, violence, healthcare reform, economy
 Cruz:
 Campaign Issues: teaming up against Trump
 Policy: immigrant workers’ rights

10. Conclusions
 Visibility:
 Trump dominated the media, free publicity, most visible
 Clinton had the second highest visibility in the total number of stories published
 Sanders second the last in number of articles published
 Cruz had the lowest number of stories published about him
 Tone:
 Trump tone has had the most fluctuation, but always remains negative/neutral
 Clinton perceived most favorable of all the candidates, least negative tone, most
positive/neutral
 Sanders has either negative or positive tone, but is looked as less favorable than
Clinton, yet more favorable than Trump
 Cruz tone maintained relatively constant between neutral and positive, but his decrease
in visibility over time indicates a decrease in support in the Mexican newspapers

11. Sources
 Articles and graphs retrieved using Factiva. *
 File:El Universal Wordmark.png. 2012. El Universal Compañia Periodística
Nacional S.A. De C.V., n.p.
 Ilmagore. Donald Trump, Desnudo En Londres. N.d. El Universal, n.p.
 Tu Foto Con El Presidente. Digital image. Flickr. N.p., 13 Oct. october
12010. Web.