Security: Mexicans’ main concern in the run-up to the 2024 election

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LLYC, the global communications, digital marketing and public affairs consultancy, publishes the first installment of the report Pre-electoral Narrative in Mexico: Are Political Messages Connecting with Citizens?, which analyzes more than 65 million messages issued by more than one million unique authors so far this 2023, with the objective of answering through conversation analysis whether the messages of the aspirants to the 2024 presidential election in Mexico are connecting with the main concerns of the citizenry.

Understanding that in the period evaluated by this report -from January 1 to October 15, 2023- there was no possibility of issuing proposals due to the electoral times by the aspirants to the presidency in 2024, the paper seeks to define a starting point on the interests expressed by the various communities by contrasting the connection between the applicants’ narrative and the key themes in the overall conversation to define whether there were common ground between the two. Likewise, the conversation about two of the presidential hopefuls -Claudia Sheinbaum, Coordinator for the Defense of Transformation, and Xóchitl Galvez, Responsible for the Construction of the Frente Amplio por México- in public digital media such as blogs, news and social networks is compared.

Among the main conclusions it stands out that:

– While the conversation about Claudia Sheinbaum and her interest in the candidacy was observed since the beginning of the year, it highlighted that mentions of Xóchitl Gálvez increased from an average of 16K mentions per month until May to an average of 317K after entering the preliminary race for the presidency

– Among the main topics of relevance in the conversation, Security generates 40% of the volume of mentions of the big topics about what Mexicans are concerned about.

– On the other hand, topics related to an optimal quality of life such as Health, Education and Economy are barely mentioned, meaning only 1 out of 10 mentions respectively.

– Claudia Sheinbaum, has focused 50% of her communication on the themes of Education, Economy and Health, putting as an example the actions and results in Mexico City. While Xóchitl Gálvez, with a more neutral perception, is taking advantage of the issues in which the officialism is weaker, Security and Corruption, to propose a change of course in both topics.

In this regard, Marilyn Márquez, Director of Public Affairs of LLYC Mexico states: “An electoral process as atypical as the one we are going through deserves multidisciplinary and innovative analyses that allow a deeper understanding of the possible risks and opportunities that organizations and citizens will face as a result of the renewal of government positions in the country”.

Consult the full report here.