{"id":2619,"date":"2025-09-12T16:09:24","date_gmt":"2025-09-12T22:09:24","guid":{"rendered":"https:\/\/www.juan-larrosa.com\/?page_id=2619"},"modified":"2026-07-05T04:02:40","modified_gmt":"2026-07-05T10:02:40","slug":"2024-mexican-presidential-rallies","status":"publish","type":"page","link":"https:\/\/www.juan-larrosa.com\/en\/current-projects\/2024-mexican-presidential-rallies\/","title":{"rendered":"2024 Mexican Presidential Rallies"},"content":{"rendered":"<section id=\"mitines-politicos\" class=\"proyecto-mitines\">This project analyzes the campaign rallies of the presidential candidates in Mexico during 2024\u2014specifically those of Claudia Sheinbaum and X\u00f3chitl G\u00e1lvez. 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.<\/section>\n<section class=\"proyecto-mitines\">\u00a0The research combines fieldwork in three Mexican cities (Le\u00f3n, 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.<\/p>\n<hr \/>\n<h2 id=\"objetivo\">\ud83c\udfaf Research Objective and Questions<\/h2>\n<p><strong>Main objective:<\/strong> To analyze how the rallies of the 2024 Mexican presidential campaigns\u2014as face-to-face communication practices\u2014were politically and persuasively shaped by the hybridization of traditional media and digital platform logics.<\/p>\n<ul>\n<li>How are the political, performative, and media aspects articulated in the rallies?<\/li>\n<li>What role do social media platforms play in the circulation and re-signification of these events?<\/li>\n<li>How is the rally represented and transformed in journalistic coverage?<\/li>\n<\/ul>\n<hr \/>\n<h2 id=\"metodologia\">\ud83e\uddea Methodology<\/h2>\n<ul>\n<li>Ethnographic, hybrid, and live observation of rallies in different cities<\/li>\n<li>Analysis of livestreams on platforms such as Facebook, YouTube, and X<\/li>\n<li>Monitoring of digital conversations (comments, interactions)<\/li>\n<li>Review of media coverage in print and television<\/li>\n<\/ul>\n<\/section>\n<section id=\"mitines-politicos\" class=\"proyecto-mitines\">\n<hr \/>\n<h2 id=\"presentaciones\">\ud83d\udce2 Project Presentations<\/h2>\n<ul>\n<li><strong>Larrosa-Fuentes, J. S., Flores M\u00e1rquez, D. &amp; Echeverr\u00eda, M.<\/strong> (2024). Gender and identity ownership in political speeches during the 2024 Mexican presidential campaigns. IAMCR 2026, University of Galway, Galway, Ireland.<\/li>\n<li><strong>Larrosa-Fuentes, J. S., Flores M\u00e1rquez, D. &amp; Echeverr\u00eda, M.<\/strong> (2024). <em>Political rallies on site, on digital platforms, and in the media<\/em>. IAMCR 2024, Christchurch, New Zealand.<\/li>\n<li><strong>Larrosa-Fuentes, J. S.<\/strong> (November 20, 2024). <em>Ground mobilization. Rallies and populist discourse<\/em>. XXXV International Congress of Electoral Studies, Toluca. <a href=\"https:\/\/somee.org.mx\/v2\/congreso\/actividad\/panel-magistral-las-campanas-de-2024-bajo-el-signo-populista-polarizacion-incivilidad-desinformacion\" target=\"_blank\" rel=\"noopener\">[link]<\/a><\/li>\n<li><strong>Larrosa-Fuentes, J. S. &amp; Flores M\u00e1rquez, D.<\/strong> (2025). <em>Discourse and identity construction in political rallies<\/em>. IAMCR Political Communication Section, Puebla.<\/li>\n<li><strong>Flores M\u00e1rquez, D., Larrosa-Fuentes, J. S. &amp; Echeverr\u00eda, M.\u00a0<\/strong>(2025).\u00a0<em>Political rallies through gender lenses: The case of the 2024 presidential campaigns in Mexico<\/em>. 5th ISA Forum of Sociology. Rabat, Morocco.<\/li>\n<li>\n<div class=\"csl-bib-body\">\n<div class=\"csl-entry\"><strong>Larrosa-Fuentes, J. S., Echeverr\u00eda, M., &amp; Flores M\u00e1rquez, D<\/strong>. (2025).\u00a0<i>Hybrid Political Rallies: Communication Systems, Practices, and Arenas in Mexico\u2019s 2024 Presidential Campaign<\/i>. 121st APSA Annual Meeting, Vancouver, Canada.<\/div>\n<\/div>\n<\/li>\n<\/ul>\n<hr \/>\n<h2 id=\"creditos\">\ud83d\udc64 Authors<\/h2>\n<div class=\"autores\">\n<div class=\"autor\"><strong>Juan S. Larrosa-Fuentes<\/strong><br \/>\nITESO, Jesuit University of Guadalajara<br \/>\nlarrosa [at] iteso.mx<\/div>\n<div class=\"autor\"><strong>Dorismilda Flores M\u00e1rquez<\/strong><br \/>\nUniversidad La Salle Baj\u00edo<\/div>\n<div class=\"autor\"><strong>Mart\u00edn Echeverr\u00eda Victoria<\/strong><br \/>\nBenem\u00e9rita Universidad Aut\u00f3noma de Puebla<\/div>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"<p class=\"excerpt\">This project analyzes the campaign rallies of the presidential candidates in Mexico during 2024\u2014specifically those of Claudia Sheinbaum and X\u00f3chitl G\u00e1lvez. 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. \u00a0The research combines fieldwork in three Mexican cities (Le\u00f3n, Puebla, and&hellip; <a href=\"https:\/\/www.juan-larrosa.com\/en\/current-projects\/2024-mexican-presidential-rallies\/\">Read more &rarr;<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":2616,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"nf_dc_page":"","advanced_seo_description":"","jetpack_seo_html_title":"","jetpack_seo_noindex":false,"jetpack_seo_schema_type":"","footnotes":""},"class_list":["post-2619","page","type-page","status-publish","hentry","xfolkentry"],"jetpack_sharing_enabled":false,"jetpack-related-posts":[{"id":100,"url":"https:\/\/www.juan-larrosa.com\/en\/political-communication\/","url_meta":{"origin":2619,"position":0},"title":"Political Communication &#038; Elections","author":"Juan S. Larrosa-Fuentes","date":"7 July, 2014","format":false,"excerpt":"Since 2006, I have participated in various research projects aimed at understanding how communication\u2014across its different levels and dimensions\u2014structures politics during electoral processes. I have coordinated and participated in research on Mexican elections in 2006, 2012, 2015, 2018, 2021, and 2024. I also conducted an ethnography of the 2016 United\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":31,"url":"https:\/\/www.juan-larrosa.com\/en\/","url_meta":{"origin":2619,"position":1},"title":"Juan S. Larrosa-Fuentes, PhD","author":"Juan S. Larrosa-Fuentes","date":"13 June, 2014","format":false,"excerpt":"I am a professor-researcher and director of the Department of Sociocultural Studies at ITESO. I study public and political communication, journalism, and communication systems, with particular interest in the contemporary transformations of media and digital platforms. In recent years, ethnography has become an important part of my research. I have\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.juan-larrosa.com\/wp-content\/uploads\/2014\/06\/Philly.Fall_.2013.02.jpg?fit=1200%2C1200&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.juan-larrosa.com\/wp-content\/uploads\/2014\/06\/Philly.Fall_.2013.02.jpg?fit=1200%2C1200&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.juan-larrosa.com\/wp-content\/uploads\/2014\/06\/Philly.Fall_.2013.02.jpg?fit=1200%2C1200&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.juan-larrosa.com\/wp-content\/uploads\/2014\/06\/Philly.Fall_.2013.02.jpg?fit=1200%2C1200&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.juan-larrosa.com\/wp-content\/uploads\/2014\/06\/Philly.Fall_.2013.02.jpg?fit=1200%2C1200&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":2550,"url":"https:\/\/www.juan-larrosa.com\/proyectos-en-curso\/mitines\/","url_meta":{"origin":2619,"position":2},"title":"M\u00edtines pol\u00edticos en M\u00e9xico 2024","author":"Juan S. Larrosa-Fuentes","date":"12 September, 2025","format":false,"excerpt":"Este proyecto analiza los m\u00edtines de campa\u00f1a de las candidaturas presidenciales en M\u00e9xico durante 2024\u2014espec\u00edficamente de Claudia Sheinbaum y X\u00f3chitl G\u00e1lvez. Desde una perspectiva etnogr\u00e1fica y comunicacional, estudia c\u00f3mo estos eventos se construyen como actos pol\u00edticos y medi\u00e1ticos, tanto en el espacio p\u00fablico como en las plataformas digitales. La investigaci\u00f3n\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1464,"url":"https:\/\/www.juan-larrosa.com\/cv\/","url_meta":{"origin":2619,"position":3},"title":"CV","author":"Juan S. Larrosa-Fuentes","date":"31 May, 2019","format":false,"excerpt":"Director del Departamento de Estudios Socioculturales (DESO), ITESO \u00b7 Acad\u00e9mico en comunicaci\u00f3n pol\u00edtica y cultura p\u00fablica \u00b7 larrosa arroba iteso.mx \u00b7 juan-larrosa.com Descargar CV completo (PDF) Educaci\u00f3n Ph.D. en Medios y Comunicaci\u00f3n, Temple University, Filadelfia, EUA (2013\u20132017). Maestr\u00eda en Comunicaci\u00f3n, Universidad de Guadalajara, M\u00e9xico (2010\u20132012). Licenciatura en Ciencias de la\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2150,"url":"https:\/\/www.juan-larrosa.com\/en\/public-communication-covid-19\/","url_meta":{"origin":2619,"position":4},"title":"Public Communication &#038; Covid-19","author":"Juan S. Larrosa-Fuentes","date":"26 October, 2022","format":false,"excerpt":"This project examines the public communication strategy of the Mexican Federal Government during the COVID-19 pandemic, focusing on press conferences as devices to inform, organize, and influence the public. This page compiles the academic outputs resulting from the research conducted between 2020 and 2025. \ud83c\udfaf Research Objective General objective: Analyze\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"Book cover: Comunicaci\u00f3n p\u00fablica y pol\u00edtica en tiempos del covid-19","src":"https:\/\/i0.wp.com\/www.juan-larrosa.com\/wp-content\/uploads\/2025\/10\/Comunicacion-publica-y-politica-en-tiempos-de-covid-19_Pagina_001-218x300.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":297,"url":"https:\/\/www.juan-larrosa.com\/en\/books\/","url_meta":{"origin":2619,"position":5},"title":"Books","author":"Juan S. Larrosa-Fuentes","date":"20 September, 2014","format":false,"excerpt":"This page brings together books I have written, edited, or co-authored with other researchers. These publications address topics related to public and political communication, journalism, communication systems, and media analysis. 2025 \u00b7 Co-authored book Public and Political Communication in Times of COVID-19: Press Conferences in Mexico Original title: Comunicaci\u00f3n p\u00fablica\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_shortlink":"https:\/\/wp.me\/P4Hsnc-Gf","jetpack_likes_enabled":false,"_links":{"self":[{"href":"https:\/\/www.juan-larrosa.com\/en\/wp-json\/wp\/v2\/pages\/2619","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.juan-larrosa.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.juan-larrosa.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.juan-larrosa.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.juan-larrosa.com\/en\/wp-json\/wp\/v2\/comments?post=2619"}],"version-history":[{"count":5,"href":"https:\/\/www.juan-larrosa.com\/en\/wp-json\/wp\/v2\/pages\/2619\/revisions"}],"predecessor-version":[{"id":3020,"href":"https:\/\/www.juan-larrosa.com\/en\/wp-json\/wp\/v2\/pages\/2619\/revisions\/3020"}],"up":[{"embeddable":true,"href":"https:\/\/www.juan-larrosa.com\/en\/wp-json\/wp\/v2\/pages\/2616"}],"wp:attachment":[{"href":"https:\/\/www.juan-larrosa.com\/en\/wp-json\/wp\/v2\/media?parent=2619"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}