<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1646-5954</journal-id>
<journal-title><![CDATA[Observatorio (OBS*)]]></journal-title>
<abbrev-journal-title><![CDATA[OBS*]]></abbrev-journal-title>
<issn>1646-5954</issn>
<publisher>
<publisher-name><![CDATA[OberCom]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1646-59542021000100048</article-id>
<article-id pub-id-type="doi">10.15847/obsobs15120211774</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Microsegmentación electoral para dummies. Política para revistas femeninas en España.]]></article-title>
<article-title xml:lang="en"><![CDATA[Electoral microsegmentation for dummies. Policy for women´s magazines in Spain.]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Redondo]]></surname>
<given-names><![CDATA[Raquel Quevedo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gonzalo]]></surname>
<given-names><![CDATA[Salomé Berrocal]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[García]]></surname>
<given-names><![CDATA[Salvador Gómez]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Valladolid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Valladolid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Valladolid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>03</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>03</month>
<year>2021</year>
</pub-date>
<volume>15</volume>
<numero>1</numero>
<fpage>48</fpage>
<lpage>70</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S1646-59542021000100048&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S1646-59542021000100048&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S1646-59542021000100048&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Esta investigación de enfoque exploratorio aborda una técnica de captación del voto tan escasamente tratada como el microtargeting electoral, desde la exposición de oportunidades que brindan los espacios autosegmentados y el interés de los partidos por el electorado femíneo. Partiendo de la brecha de género que marca la mayor existencia de mujeres indecisas, se observa en las revistas femeninas de alta gama una oportuna plataforma para que los políticos lleguen a un segmento de votantes eminentemente integrado por féminas. En concreto, a través del análisis de más de 5.000 encuestas, este trabajo tiene como objetivo averiguar cuáles son las características del target y ofrecer una definición concreta del mismo que, a la postre, serviría a cualquier candidato a un cargo para personalizar el mensaje en sus entrevistas. Los resultados revelan que es posible extraer de los estudios de mercado una verdadera utilidad política.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comunicación política]]></kwd>
<kwd lng="es"><![CDATA[marketing político]]></kwd>
<kwd lng="es"><![CDATA[microsegmentación electoral]]></kwd>
<kwd lng="es"><![CDATA[indecisión electoral]]></kwd>
<kwd lng="es"><![CDATA[mujeres]]></kwd>
<kwd lng="es"><![CDATA[prensa femenina.]]></kwd>
<kwd lng="en"><![CDATA[political communication]]></kwd>
<kwd lng="en"><![CDATA[political marketing]]></kwd>
<kwd lng="en"><![CDATA[microtargeting]]></kwd>
<kwd lng="en"><![CDATA[voting indecision]]></kwd>
<kwd lng="en"><![CDATA[women]]></kwd>
<kwd lng="en"><![CDATA[women´s press.]]></kwd>
</kwd-group>
</article-meta>
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