Rivaling the PRI: The Image Management of Vicente Fox and the Use of Public Opinion Polling in the 2000 Mexican Election

Abstract

This research examines the data from private polls conducted during Vicente Fox's presidential campaign through the lenses of the “modernization” of campaigning, the creation of image in the modern Mexican presidency, and the survey tools used by the campaign to achieve a historic presidential victory in 2000. Fox's campaign team used polling to determine the potential of the Mexican public to be persuaded by an opposition candidate, to provide a continuous update on how the campaign strategy was working, to assist in solidifying Fox's image and message of change (rather than promoting his policy agenda), and to target demographic groups that were perceived to be important electoral partners. These findings suggest that public opinion polling is a useful tool in Mexico to combat longstanding corporatist structures used to favor the PRI. Presidential campaigns in Mexico are beginning to resemble modern campaigns in other mature democracies in their use of private polling data; future Mexican campaigns will become more image- and personality-based.