2024 Mexican Presidential Rallies

This project analyzes the campaign rallies of the presidential candidates in Mexico during 2024—specifically those of Claudia Sheinbaum and Xóchitl Gálvez. From an ethnographic and communication-centered perspective, it examines how these events are constructed as both political and media acts, occurring in physical public spaces and on digital platforms.
 The research combines fieldwork in three Mexican cities (León, Puebla, and Guadalajara), analysis of rally livestreams and social media conversations, and review of media coverage (print and television), aiming to understand how performativity, persuasion, and mediatization intertwine in the contemporary electoral landscape.

🎯 Research Objective and Questions

Main objective: To analyze how the rallies of the 2024 Mexican presidential campaigns—as face-to-face communication practices—were politically and persuasively shaped by the hybridization of traditional media and digital platform logics.

  • How are the political, performative, and media aspects articulated in the rallies?
  • What role do social media platforms play in the circulation and re-signification of these events?
  • How is the rally represented and transformed in journalistic coverage?

🧪 Methodology

  • Ethnographic, hybrid, and live observation of rallies in different cities
  • Analysis of livestreams on platforms such as Facebook, YouTube, and X
  • Monitoring of digital conversations (comments, interactions)
  • Review of media coverage in print and television

📢 Project Presentations

  • Larrosa-Fuentes, J. S., Flores Márquez, D. & Echeverría, M. (July 1, 2024). Political rallies on site, on digital platforms, and in the media. IAMCR 2024, Christchurch, New Zealand.
  • Larrosa-Fuentes, J. S. (November 20, 2024). Ground mobilization. Rallies and populist discourse. XXXV International Congress of Electoral Studies, Toluca. [link]
  • Larrosa-Fuentes, J. S. & Flores Márquez, D. (May 22, 2025). Discourse and identity construction in political rallies. IAMCR Political Communication Section, Puebla.
  • Flores Márquez, D., Larrosa-Fuentes, J. S. & Echeverría, M. (2025). Political rallies through gender lenses: The case of the 2024 presidential campaigns in Mexico. 5th ISA Forum of Sociology. Rabat, Morocco.
  • Larrosa-Fuentes, J. S., Echeverría, M., & Flores Márquez, D. (2025). Hybrid Political Rallies: Communication Systems, Practices, and Arenas in Mexico’s 2024 Presidential Campaign. 121st APSA Annual Meeting, Vancouver, Canada.

👤 Authors

Juan S. Larrosa-Fuentes
ITESO, Jesuit University of Guadalajara
larrosa [at] iteso.mx
Dorismilda Flores Márquez
Universidad La Salle Bajío
Martín Echeverría Victoria
Benemérita Universidad Autónoma de Puebla