Ecstasy in the Mexican inter-campaign

Mexico is in the inter-campaign period that began on February 12 and will end on March 29. From then on, the electoral campaign will officially begin, at which time the different political leaders will be able to request the vote of their fellow citizens for the elections on July 1, 2018. For now, the ecstasy in the Mexican inter-campaign is very remarkable, according to what their candidates show.

During this stage of a month and a half, the three main candidates for the presidency -Andrés Manuel López Obrador (MORENA), Ricardo Anaya (PAN) and José Antonio Meade (PRI)- are maintaining a low profile in their public appearances, conditioned by the limitations that the Electoral Law imposes in that time.

In spite of that, different media have already broadcasted several polls of intention to vote. The first studies show trends that draw a sketch of how the political landscape can look after the elections. However, the high number of people who do not answer – around 25%makes it difficult to affirm future scenarios vehemently.

All this allows us to analyze what emotions the candidates transmit in the photos of their social profiles. Networks will be precisely one of the areas on which a greater battle will be presented from the point of view of emotional political communication.

Andrés Manuel López Obrador (AMLO): ecstasy before the first place in the polls

Éxtasis en la intercampaña mexicana - López Obrador

The polls indicate that AMLO, from the coalition Juntos Haremos Historia, will achieve victory with an average of 32.8% of the votes. These good electoral perspectives are related to the ECSTASY that the candidate shows in the profile picture of their social networks. Along with the very high rate of activation and HAPPINESS, they describe a man who trusts his options. In this sense, he appears deluded, transmitting positivity before the possibility of a historical result in Mexican politics. If the polls are confirmed, it would break with the hegemony of the PRI and the PAN.

Ricardo Anaya: ecstasy and happiness for a comeback believed to be possible



The candidate of Por México al Frente, Ricardo Anaya, is ranked second in all polls, with an average of 25.4% of the vote. In any case, it should be remembered that in 2006 all the polls gave the second position to his predecessor Felipe Calderón (PAN) after AMLO. Finally, the surprise jumped and the PAN managed to win the elections. Confident in reissuing this situation, Ricardo Anaya shows ECSTASY. Also, there is the doubt that there is the possibility of not regaining the power that his party had between 2000 and 2012. His manifest HAPPINESS is a reflection of the months that remain for the elections and that have allowed other PAN leaders to take precedence over all the pre-election surveys. We will have to see the capacity of the coalition to overcome the polls that go against them.

José Antonio Meade: moderate ecstasy and happiness in the face of difficult electoral prospects


Todos por México and its leader José Antonio Meade (PRI) seem to occupy the third position. Despite that, the first PRI candidate who is not part of the party is positive and trained to overcome the poor electoral prospects. In the profile of your social networks shows ECSTASY, a mixture of a moderate index of HAPPINESS and ANNOYANCE. This denotes a descriptive amalgam of the situation in which he finds himself: lagging behind in the polls but with a lot of time ahead to improve the results. For all these reasons, the candidate shows a positive attitude towards a temporary perspective in his favor since there are still four months left for the elections.

Homogeneous demoscopic trends … and a lot of doubts

The surveys show underlying trends and the results seem to draw a clear scenario. However, previous studies indicate that errors occur and that sometimes, the results are far from the predicted ones. For now, the emotional analysis indicates that candidates are happy and confident about their possibilities. However, Mexicans seem to only give credibility to AMLO. So, we will have to see how the campaign develops and what strategies are followed by the coalitions. What seems clear is that emotions will play a central role when communicating their proposals. We will be attentive to what will happen in the coming weeks.