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WHO IS THE PEOPLE’S ENEMY? PERFORMATIVE CONSTRUCTION AND VISUAL REPRESENTATION THROUGH AI OF THE OTHERNESS IN THE POLITICAL COMMUNICATION OF PRESIDENTIAL DISCOURSE IN MEXICO

Autor/es Anáhuac
ALBERTO RUIZ MÉNDEZ, RICARDO IGNACIO PRADO HURTADO, SOFÍA TERESA DÍAZ TORRES
Año de publicación
2025
Journal o Editorial
PALGRAVE MACMILLAN, CHAM

Abstract

This chapter argues that, through his construction of otherness, the populism of Mexican President Andrés Manuel López Obrador could be understood as a right-wing populism. This is because he develops a political communication strategy that seeks to eliminate from legitimate political participation those who are not part of the people he claims to represent. To develop this idea, the discursive elements of López Obrador's political project were identified through the theory of Ernesto Laclau. Then, we added a performative approach to include the concrete adjectives that the discourse associates with otherness and, with a semantic analysis using ATLAS.ti & OpenAI, we identify the performative signifiers that define his antagonistic other. These performative signifiers showed that the discourse seeks to exclude his adversaries from the democratic game.