La publicación de sondeos de opinión en la prensa de referencia argentina

El caso de las elecciones presidenciales Argentinas 2019 en Clarín y La Nación

Abstract

This work had as a main objective to analyze the characteristics of the publication of pre-election surveys in two Argentine graphic reference media (Clarín and La Nación) during the election campaign period for President of the Nation 2019, between June 6 and 28 October of that same year. In these elections, the main confronted candidates for President were Mauricio Macri (Juntos por el Cambio) who was seeking his re-election, and Alberto Fernández, candidate of the Frente de Todos, among others. As specific objectives, and using qualitative quantitative methodology of content analysis, the format of these publications was analyzed in relation to the guidelines established in 2006 by the European Society for Opinion and Marketing Research (ESOMAR) and the World Association for Public Opinion Research (WAPOR) raised to avoid interpretative confusion in non-seasoned readers. In addition, it was observed what was the informative frequency and the thematic treatment the pieces had. Finally, the informative relevance in terms of hierarchy and the manner in which the survey data was incorporated into the informative pieces was measured. All this, aiming to establish the discursive characteristics adopted by the informative pieces of these media in relation to the role of the consultants and the representation of public opinion.