Abstract

REDONDO, Raquel Quevedo; GONZALO, Salomé Berrocal  and  GARCIA, Salvador Gómez. Electoral microsegmentation for dummies. Policy for women´s magazines in Spain. OBS* [online]. 2021, vol.15, n.1, pp.48-70.  Epub July 26, 2022. ISSN 1646-5954.  https://doi.org/10.15847/obsobs15120211774.

This article with exploratory approach addresses a technique of capturing the vote as scarcely treated as electoral microtargeting, from the exposition of opportunities offered by self-segmented spaces and the interest of the parties for the feminine electorate. Starting from the gender gap that marks the greater existence of undecided women, a timely platform is seen in high-end women's magazines for politicians to reach a segment of leaders eminently made up of women. Specifically, through the analysis of more than 5,000 surveys, this work aims to find out the characteristics of the objective and offer a specific definition of the objective that, in the end, will serve any candidate for office to personalize the message in their interviews. The results reveal that it is possible to extract a true political utility from the market studies.

Keywords : political communication; political marketing; microtargeting; voting indecision; women; women´s press..

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