“¿Por quién votará usted?”: Campaña política y comicios para la presidencia de la República de Colombia, 1946

This article seeks to understand how the 1946 Colombian presidential campaign coverage in the conservative Cali newspaper Diario del Pacífico promoted the Conservative candidate Mariano Ospina Pérez by differentiating him from Liberal candidates Gabriel Turbay Avinader and Jorge Eliécer Gaitán. It argues that this differentiation was achieved by a series of representations constructed through the interaction of “mechanics” and “content”. While “mechanics” will try to show how the positive and negative representations of the candidates were constructed, the “content” will give account of what was said about each candidate, this is, the content of such representations.