Abstract
As one of the most complex phenomena of political communication in the XX and XXI centuries, this text seeks to understand the communication strategies and cult of personality of Mexican president Andrés Manuel López Obrador (AMLO), a political leader with great communication skills, which act as a collective identification force, appealing to emotions and affection which rest at the core of political culture, with the ability to reach wide sectors of the population who feel excluded from modernization.
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