A recurring lament fromobservers during election campaigns has beenthe predominanceofmessages and political commentaryabout the motivations, behaviors and strategies of the candidatesover substantive issues such as proposals and public problems.
This talkmanifests itself primarily in the coverage given bydifferent media organizationsduring the electoral processes. Research intowhich factorsin the media coverage areassociated with the issue frame(characterized by allusion to proposals) and whichwith the strategic game frame canhelp with understandingwhathas causedaproliferationof thisstyle of reporting, as well as facilitatingthe detection of biases that imply forms of discrimination againstsocial groups, and makingit possible toevaluatemedia organizations. This article will determine the levels of use of strategic game and issue frames inthe radio and television coverageof electoral campaigns,and their association with variables related to candidate traits, media organizations and the particular context of the election.To achieve thisaim, a secondary analysis was made of the data obtained fromthe monitoring of radio and television coverage of the 2018 electoral campaigns inthe state of Jalisco. The results show agreater presence of the issue frame in comparison with the strategic game frame, and confirm that the concession regime and the sector of the media organization, the type of election, the candidate’sgender, and several temporal-contextual variables,predict the use of both news framessignificantly.