Abstract
This work presents the results of a neuroscience expeirment applied to political communication, a discipline known as Neuropoliting. Concretely, the electrodermal activity of a group of 14 people was measured simultaneously while they witnessed political speeches of about three minutes of four Mexican politicians (Gerardo Fernández Noroña, Pedro Ferriz de Con, Margarita Varela and Graco Ramírez). The results reveal different discourse structures that had different results in attentional and emotional terms, indicating different discursive models or styles. Also, it was possible to relate increases of attention and emotion, being therefore more important the generation of emotion in attentional elevated sections. Finally, ranking of public speeching was made, placing in the top Graco Ramírez and Margarita Varela.
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