Article published In: Language and Dialogue
Vol. 10:3 (2020) ► pp.320–339
Animation and myth of the hero as discursive device in Mexican political campaigns
López Obrador and Alfredo del Mazo
Published online: 4 December 2020
https://doi.org/10.1075/ld.00073.agu
https://doi.org/10.1075/ld.00073.agu
Abstract
A political campaign is a dialogical game that will always make a deployment of discursive resources that manage to generate empathy and in that way, obtain the vote of the people. Animation and myth are resources that politicians use in their favor to construct their messages. The reason? These elements are exceptional dialogical units thanks to their power of meaning and cohesion on a personal and social level. This research focus in two Mexican politicians Alfredo del Mazo and Andres Manuel López Obrador, who during their elections – 2017 and 2018, respectively – used digital animation to create a striking propaganda. The critical frame is based on Joseph Campbell, Rollo May, Carlos A. Scolari, Clifford Geertz and Edna Becerril.
Article outline
- 1.Myth is a dialogic mediation with reality
- 2.The figure of the hero in politics
- 3.Mexican politicians in a participative culture
- 4.Animation as a political resource
- 5.Conclusions
- Notes
References
References (17)
Amador Bech, Julio. 2004. Las raíces mitológicas del imaginario político [The Mythical Roots of the Political Imaginary]. Mexico: UNAM.
Anaya Martínez, Jorge S. 2016. Comunicando visiones: La crítica al poder mediante las imágenes y las narrativas míticas en el animé japonés [Communicating Perspective: a Critic to Power through Images and Mythical Narratives in Japanese Anime]. PhD thesis for Political and Social Sciences. FCPyS-UNAM
Aristotle. 2014. Poética [Poetics]. Colección Grandes Pensadores [Collection: Great Thinkers]. Madrid: Gredos.
Becerril Lerín, Edna N. 2015. Ritos y Mitos del poder presidencial (1988–2012) [Rituals and Myths of the Presidential Power (1998–2012)]. PhD thesis in Political and Social Sciences. FCPyS-UNAM.
Biurcos, Iván, interviewed by Pérez G. Sergio. 2018. “Platicamos con el animador que se emborrachó y convirtió a AMLO en animé [We spoke with the animator who got drunk and turned AMLO into an anime]” Vice. Available at: [URL]
Berlin, Isaih. 1943. Las raíces ideológicas del nacional socialismo [Ideological Roots of the National Socialism]. Mexico: FCE.
Facebook. 2017. Fan Page @delmazokun. Available at: [URL]
García Carrizo, Jennifer and Olga Heredero Díaz. 2015. “Propuesta de un modelo genérico de análisis de la estructura de las narrativas transmedia [Proposal of a Generic Analysis Model of the Structures of Transmedia Narratives]”. Revista ICONO14 Revista Científica De Comunicación Y Tecnologías Emergentes 13(2): 260–285.
Guerrero-Pico, Mar. 2015. “Producción y lectura de fan fiction en la comunidad online de la serie fringe: Transmedialidad, competencia y alfabetización mediática [Production and Reading of Fanfiction in the Online Community of the Series “Fringe”: Transmedia, Competence and Media Literacy]”. Palabra Clave 18(3): 722–745.
Jenkins, Henry, Sam Ford, and Joshua Green. 2013. Cultura transmedia: La creación de contenido y valor en una cultura en red [Transmedia Culture: Content Creation and the Value within a Network Culture]. Barcelona: Gedisa.
Ong, Walter. 2016. Oralidad y escritura: tecnologías de la palabra [Orality and Writing: Technologies of Speech]. Mexico: FCE.
YouTube. 2018. “AMLO Vídeo Perdido [AMLO, the Missing Video]”. YouTube Channel: S. Ivan Biurcos C. Comment section: Paty Lorea, Alberto Murrieta. Available at: [URL]