Mexico’s New Era: Sheinbaum’s Data-Driven Press Briefings Transform Political Communication
Staff Editor
2 min read
Mexico’s New President Continues Tradition of Early Morning Briefings
Mexico City – President Claudia Sheinbaum has begun her term by continuing the tradition of early morning press briefings, a practice established by her predecessor, Andrés Manuel López Obrador. Known as “mañaneras,” these briefings were a hallmark of López Obrador’s presidency, serving as a powerful political tool and captivating audiences with his charismatic and lengthy presentations.
As Sheinbaum steps into her new role, she faces the challenge of establishing her style while maintaining the successful formula of her mentor. During her post-election victory period, Sheinbaum’s midday press conferences were notably concise, lasting approximately 30 minutes. Experts anticipate that her briefings as president will be shorter and more data-focused, reflecting her background as a scientist.
While specific details about Sheinbaum’s approach to the mañaneras remain undisclosed, it is expected that they will differ significantly from López Obrador’s in both style and execution. The former president’s daily press conferences were characterized by their length and emotional engagement, often used as a platform to criticize media outlets and political opponents.
López Obrador’s presidency concluded with high approval ratings, cementing his position as one of Mexico’s most popular leaders. His unique communication style allowed him to create strong bonds with the public, a feat that Sheinbaum will need to replicate to maintain the momentum of her party.
However, Sheinbaum’s communication style has been described as more reserved and serious, drawing comparisons to that of a university professor. This stark contrast has led analysts to question whether she can capture the same level of public empathy and attention as her predecessor.
As Sheinbaum begins her tenure, her ability to control the press agenda and gain popularity will largely depend on her presence and performance in front of the cameras during these early morning briefings. The coming weeks will reveal how Mexico’s new president adapts this powerful communication tool to suit her leadership style and objectives.
