The ideal president for México: Empirical study under the fuzzy sets approach
The presidential elections of 2018 gave Andrés Manuel López Obrador (AMLO) as the winner in a forceful way that had not been seen in the contemporary history of democracy in Mexico. From this fact the following question arose: ¿Which is the profile or what qualities make him the ideal candidate to g...
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CIMBAGE - IADCOM - Facultad de Ciencias Económicas - Universidad de Buenos Aires
2023
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| Acceso en línea: | https://ojs.economicas.uba.ar/CIMBAGE/article/view/2680 https://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=cimbage&d=2680_oai |
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I28-R145-2680_oai2025-02-11 Ortigosa Hernández, Mauricio 2023-05-12 The presidential elections of 2018 gave Andrés Manuel López Obrador (AMLO) as the winner in a forceful way that had not been seen in the contemporary history of democracy in Mexico. From this fact the following question arose: ¿Which is the profile or what qualities make him the ideal candidate to govern? In order to answer this, the research uses a methodology that has been applied in human resources management and related areas, where the fuzzy sets approach and the notion of distance between them are taken as reference. In other words, using the shape of these sets, the image of an ideal president is constructed, and the perception that the followers of the main political parties have of the winner is measured. With this information, two different distance criteria are applied based on different premises, and in all scenarios is confirmed that AMLO is perceived as the figure closest to the ideal. The application of these new tolls to the field of political marketing is useful for building the image of candidates for public office. It is worth mentioning that a limitation of this current study is that the list of qualities that define the profile for the position of the president is not exhaustive but is representative of similar studies. Las elecciones presidenciales del año 2018 dieron como vencedor a Andrés Manuel López Obrador (AMLO) de forma contundente como no se había visto en la historia contemporánea de la democracia en México. A raíz de este hecho, se formuló la pregunta: ¿Cuál es el perfil o qué cualidades lo convierten en el candidato ideal para gobernar? Para responder a ello, la investigación utiliza una metodología que se ha aplicado en la gestión de recursos humanos y áreas afines, donde se toma como referencia el enfoque de los subconjuntos borrosos y la noción de distancia entre ellos. Es decir, utilizando la forma de estos subconjuntos se construye la imagen de un presidente ideal y se mide la percepción que tienen los seguidores de los principales partidos políticos sobre el ganador. Con esta información, se aplican dos diferentes criterios de distancia partiendo de premisas diferentes y en todos los escenarios se confirma que AMLO es percibido como la figura más cercana al ideal. La aplicación de estas nuevas herramientas al ámbito del marketing político, son útiles para la construcción de imagen de candidatos a puestos públicos. Cabe mencionar que una limitante del presente estudio es que la lista de cualidades que definen el perfil al puesto de presidente no es exhaustiva, pero si es representativa de estudios similares. application/pdf text/html https://ojs.economicas.uba.ar/CIMBAGE/article/view/2680 10.56503/CIMBAGE/Vol.1/Nro.25(2023)p.15-32 spa CIMBAGE - IADCOM - Facultad de Ciencias Económicas - Universidad de Buenos Aires https://ojs.economicas.uba.ar/CIMBAGE/article/view/2680/3404 https://ojs.economicas.uba.ar/CIMBAGE/article/view/2680/3461 Derechos de autor 2023 Cuadernos del CIMBAGE Cuadernos del CIMBAGE; Vol. 1 No. 25 (2023): Cuadernos del CIMBAGE N°25 (Junio 2023); 15-32 Cuadernos del CIMBAGE; Vol. 1 Núm. 25 (2023): Cuadernos del CIMBAGE N°25 (Junio 2023); 15-32 1669-1830 1666-5112 SUBCONJUNTO BORROSO DISTANCIA DE HAMMING COEFICIENTE DE ADECUACIÓN MARKETING POLÁTICO IMAGEN FUZZY SET HAMMING DISTANCE ADEQUACY COEFFICIENT POLITICAL MARKETING IMAGE The ideal president for México: Empirical study under the fuzzy sets approach El presidente ideal para México: Estudio empírico bajo el enfoque de subconjuntos borrosos info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=cimbage&d=2680_oai |
| institution |
Universidad de Buenos Aires |
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I-28 |
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R-145 |
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Repositorio Digital de la Universidad de Buenos Aires (UBA) |
| language |
Español |
| orig_language_str_mv |
spa |
| topic |
SUBCONJUNTO BORROSO DISTANCIA DE HAMMING COEFICIENTE DE ADECUACIÓN MARKETING POLÁTICO IMAGEN FUZZY SET HAMMING DISTANCE ADEQUACY COEFFICIENT POLITICAL MARKETING IMAGE |
| spellingShingle |
SUBCONJUNTO BORROSO DISTANCIA DE HAMMING COEFICIENTE DE ADECUACIÓN MARKETING POLÁTICO IMAGEN FUZZY SET HAMMING DISTANCE ADEQUACY COEFFICIENT POLITICAL MARKETING IMAGE Ortigosa Hernández, Mauricio The ideal president for México: Empirical study under the fuzzy sets approach |
| topic_facet |
SUBCONJUNTO BORROSO DISTANCIA DE HAMMING COEFICIENTE DE ADECUACIÓN MARKETING POLÁTICO IMAGEN FUZZY SET HAMMING DISTANCE ADEQUACY COEFFICIENT POLITICAL MARKETING IMAGE |
| description |
The presidential elections of 2018 gave Andrés Manuel López Obrador (AMLO) as the winner in a forceful way that had not been seen in the contemporary history of democracy in Mexico. From this fact the following question arose: ¿Which is the profile or what qualities make him the ideal candidate to govern? In order to answer this, the research uses a methodology that has been applied in human resources management and related areas, where the fuzzy sets approach and the notion of distance between them are taken as reference. In other words, using the shape of these sets, the image of an ideal president is constructed, and the perception that the followers of the main political parties have of the winner is measured. With this information, two different distance criteria are applied based on different premises, and in all scenarios is confirmed that AMLO is perceived as the figure closest to the ideal. The application of these new tolls to the field of political marketing is useful for building the image of candidates for public office. It is worth mentioning that a limitation of this current study is that the list of qualities that define the profile for the position of the president is not exhaustive but is representative of similar studies. |
| format |
Artículo publishedVersion |
| author |
Ortigosa Hernández, Mauricio |
| author_facet |
Ortigosa Hernández, Mauricio |
| author_sort |
Ortigosa Hernández, Mauricio |
| title |
The ideal president for México: Empirical study under the fuzzy sets approach |
| title_short |
The ideal president for México: Empirical study under the fuzzy sets approach |
| title_full |
The ideal president for México: Empirical study under the fuzzy sets approach |
| title_fullStr |
The ideal president for México: Empirical study under the fuzzy sets approach |
| title_full_unstemmed |
The ideal president for México: Empirical study under the fuzzy sets approach |
| title_sort |
ideal president for méxico: empirical study under the fuzzy sets approach |
| publisher |
CIMBAGE - IADCOM - Facultad de Ciencias Económicas - Universidad de Buenos Aires |
| publishDate |
2023 |
| url |
https://ojs.economicas.uba.ar/CIMBAGE/article/view/2680 https://repositoriouba.sisbi.uba.ar/gsdl/cgi-bin/library.cgi?a=d&c=cimbage&d=2680_oai |
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