| Summary: | The press is among the political actors that contribute to the dissemination of public image, essential for candidates vying frames majority, because the political dispute it is a public dispute image. This paper discussed the construction of the image of the candidate of the Institutional Revolutionary Party (PRI), Enrique Peña Nieto, during the last mexican presidential election, for five vehicles online local news. The newspapers were analyzed daily by the Electoral Communication Research Group, Federal University of Paraná (UFPR) during the election period of 73 days, generating 365 reports qualiquantitatives. As Mexico is comprised of a population of very heterogeneous ethnic origin, religion that highly values and is based on traditional moral values, we seek to outline what the main values of the candidate are highlighted by the press. Furthermore, we aim to identify which of the feelings of 'empathy, projection and identification', the press related to the then-candidate. With the data, we can identify which picture Peña Nieto was designed by Mexican press during the period.
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