Emotions and Politics: An Anthropological Approach

Abstract

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Cruz E. (2025) Emociones y Política: Una Aproximación Antropológica. ISEO Journal, 2 (Número especial), 33–40. https://doi.org/en-tramite

Objective:   To analyze the emotions mobilized during political campaigns in Mexico from an anthropological perspective, with the aim of proposing the analytical category of the electoral emotional spectrum. Methods:   Narrative and hermeneutic bibliographic review that selected 25 academic sources from databases such as Elsevier, SciELO, Dialnet, RedALyC, and Google Scholar.  Development and Discussion:   Political communication in general and in digital environments is explored; the relationship between political communication and emotions; the effectiveness of affective language in mobilizing the electorate; the predominant emotions in electoral processes in Mexico; the emotional spectrum present in social movements; current challenges of political communication; and its future perspectives. Conclusion:  Political communication with an emotional emphasis proves effective in contexts characterized by social instability and feelings of abandonment, as it facilitates political leaders positioning themselves within the collective imaginary and generating affective bonds with the electorate.