Medición psicofisiológica de las emociones políticas. Un análisis de sus antecedentes y propuesta metodológica
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El presente trabajo examina la pertinencia y las limitaciones de los modelos tradicionales de predicción electoral en el campo de la Ciencia Política. Se señala cómo los métodos clásicos basados en variables sociodemográficas y actitudinales están perdiendo precisión debido a la información incorrecta proporcionada por los encuestados y al giro emocional derivado de la espectacularización de la política. Se destaca la necesidad de buscar nuevos enfoques que incorporen la medición de las emociones, principalmente basados en la teoría de la inteligencia afectiva de George Marcus, con el apoyo de técnicas de medición psicofisiológica. Se observan estudios que han utilizado la electroencefalografía (EEG) y la variabilidad de la frecuencia cardiaca (VFC) para predecir el comportamiento electoral con mayor precisión que los métodos tradicionales, así como modelos de determinación de la emoción de manera automática. A fin de resolver los problemas de los modelos actuales, se propone la creación de un nuevo modelo que combine el autoinforme y la respuesta fisiológica para mejorar la predicción del comportamiento político.
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