Cognitive frames and electoral trajectory of the presidency in Costa Rica (2do round)

Abstract

Applying a cognitive frame analysis, following George Lakoff, this paper reconstructs three electoral campaigns in Costa Rica (2014, 2018 y 2022). Using a qualitative methodology profiles are created regarding the campaigns and the candidates per year, establishing three circumstantial frameworks: the renaissance myth, fear of conservatism, and the prodigal male (´macho´); and three transversal frameworks: the aggressor neighbor, the patriotic father, and honorable Costa Rica. These frameworks (circumstantial and transversal) are extracted from a specific analysis on organized expressions in a database. These expressions appear in the three systematic campaign profiles, where we detect foundational symbolisms, such as the family and neighborhood, the religious conflict (Catholics vs. Evangelicals) and a reconstruction of the character/candidate expressing a good-son, a good-father, etc.