Resumen

FERNANDEZ PONCELA, Ana María. Memes and pre-campaigns: the first stage of the path of the heroines. ESPACIO ABIERTO [online]. 2025, vol.34, n.3, pp.116-142.  Epub 04-Sep-2025. ISSN 1315-0006.  https://doi.org/10.5281/zenodo.15609238.

This text presents an approach to the pre-campaigns of the pre-candidates for the presidency of the Republic in Mexico through memes and humor. What is carried out is the review of memes as part of the social chronicle of activities, and in part production of political communication, both issues not always clearly distinguishable. In addition to a tour of a first section of the hero's path according to myth and through memes. Memes do things, but what things do they do in times of electoral campaigns? This is worked with a socio-semiotic and narrative approach of memes in networks and media, focused on the pre-candidates during the pre-campaigns. The results show first his leading presence during those days, although their message and meaning was varied, some with a tone of mockery and humor, and others with an aggressive tone and less humor. On the other hand, the beginning of her path to the presidency was full of accusations, not directly between the contenders, but of diverse origins, but with the clear intention of devaluing them and being the object of ridicule or even hatred in some cases.

Palabras clave : candidates; campaigns; elections; memes; humor.

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