The role of emotions in electoral preferences according to educational level in Monterrey, Mexico
Abstract
The study analyzes how emotions, mediated by educational level, influence voting preferences in the 2024 mayoral elections in Monterrey, Mexico. Through an approach that combines correspondence analysis, sentiment analysis, and Sankey diagrams, the interaction between emotions evoked by political campaigns and voters' different levels of education is explored. Using data obtained from face-to-face surveys applied through multi-stage random probability sampling, emotional patterns are identified in preferences for candidates Mariana Rodríguez Cantú and Adrián Emilio de la Garza Santos. The results show that voters with a lower educational level respond predominantly to emotions associated with charisma and closeness, while those with a higher educational level value emotional aspects related to experience and trust in governance. This analysis offers new perspectives on how emotions and education interact in the formation of electoral preferences, highlighting the importance of understanding emotional factors for designing more effective political strategies in urban contexts.
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