DIENSION OF WRITTEN PRESS ENDORSEMENT IN FAVOR OF LOCAL GOVERNMENTS. CASE PUEBLA 2014

The possibility for state governors in Mexico to pursue a post federal election has reshaped not only the local political power but also the role of the media. Political communication through ongoing marketing not only established itself as an element that gives legitimacy to governments and promotes public deliberation of government action but also results in the promotion of the image of the governors with the intention to influence public perception. From a content analysis of printed newspapers results of the dimension of the endorsement that the press made in Puebla, Mexico are presented.