INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025  
Public Policies within Mexico´S Fourth Transformation (4T) and  
Their Communication Strategies: Influence on University Citizenship  
(Mexico, 2018–2024)  
José Leonardo Vázquez Islas*  
Universidad Autónoma del Estado de Hidalgo, México  
*Corresponding Author  
DOI: https://dx.doi.org/10.47772/IJRISS.2025.91100233  
Received: 10 November 2025; Accepted: 20 November 2025; Published: 06 December 2025  
ABSTRACT  
With unprecedented popular support, Andrés Manuel López Obrador's rise to power as president of Mexico  
brought with it a vision of national transformation known as the "Fourth Transformation" (4T), which would  
renew the country by ending corruption and impunity, implementing financial austerity, abolishing  
neoliberalism, and prioritizing the poor. This research analyzes the influence of political discourse and outcomes  
on university students, offering a comprehensive view of the political phenomenon with an emphasis on its  
narrative, political strategies and links with media and society, leading to widespread citizen acceptance.  
Drawing on political science, communication, and populism, it provides an analysis of the transformation  
influenced by a polarizing leader who left indelible marks on Mexican history through communication strategies  
and public policies implemented in social programs to reach citizens. It uses a mixed methodology to recover  
personal and family perceptions of students from the Autonomous University of the State of Hidalgo about the  
political phenomenon. It provides a context for the communication process and populism as a line of research,  
offering tools for understanding the link between political discourse, citizen perception, and the transformation  
experienced. The results obtained will be useful for future research, providing political scientists,  
communicators, political analysts, and public policymakers, as well as young higher education students, with  
information and methodologies to deepen their understanding of the work of government administration.  
Keywords: Social welfare, communication strategies, politics, populism  
INTRODUCTION  
For much of the 20th century, Mexico lived under a hegemonic regime led by the Institutional Revolutionary  
Party (PRI), which held political power for over 70 years. Subsequently, stronger political opposition emerged.  
Andrés Manuel López Obrador began his political career as a state leader of the Party of the Democratic  
Revolution (PRD), denouncing electoral irregularities and developing a discourse centered on defending  
vulnerable and marginalized sectors of society. Over time, AMLO transformed into an alternative political figure  
who could represent change in the country. With him, the political discourse began to shift, and although he  
never managed to convince the entire nation with his political and communication practices before or during his  
time in power, at the end of his term, a large percentage of citizens applauded his populist policies, which  
polarized the country.  
With unprecedented popular support, AMLO's rise to power as president of Mexico brought with it a vision of  
national transformation known as the "Fourth Transformation" (4T), which aimed to renew the country by ending  
corruption and impunity, implementing financial austerity, abolishing neoliberalism, and prioritizing the poor.  
The “Juntos Haremos Historia” (Together We Will Make History) alliance, led by Andrés Manuel López  
Obrador (AMLO), achieved a resounding victory in the 2018-2024 Mexican presidential election, garnering  
more votes than the combined total of the other three presidential candidates. This victory was reflected in 53%  
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of the vote, a majority never before seen since the establishment of a competitive electoral system in Mexico  
(Prud’Homme, 2020).  
With unprecedented popular support, AMLO's rise to power brought with it a vision of national transformation  
known as the "Fourth Transformation" (4T), which represents a regime change that aimed to renew the country  
by ending corruption and impunity, managing the public budget with austerity, abolishing neoliberalism, and  
prioritizing the poor (Martínez Espinoza, 2021).  
This research focuses on analyzing the influence of Andrés Manuel López Obrador's political discourse on  
Mexican university students between 2018 and 2024, emphasizing his political narrative, communication style,  
political strategies, and relationship with the media. This approach demonstrates his widespread acceptance  
among half of Mexican citizens, offering a comprehensive view of the political phenomenon known as the Fourth  
Transformation.  
Consequently, this study is approached within the framework of political science and communication, seeking  
to provide analytical elements that allow the reader to better understand the transformation the country has  
undergone under the influence of a highly polarizing political party and leader, who has nonetheless left an  
indelible mark on Mexico's contemporary history through the communication strategies chosen to reach citizens  
and the public policy mechanisms implemented through so-called social programs. Thus, using a mixed-methods  
approach, the perceptions of students from the Autonomous University of the State of Hidalgo were gathered.  
This research enriches the academic debate on the communication process followed by populism in Mexico, the  
link between political discourse, citizen perception, and the transformation experienced by the country's  
institutions.  
Conceptual Framework  
For much of the 20th century, Mexico lived under a hegemonic regime led by the Institutional Revolutionary  
Party (PRI), which concentrated political power for over 70 years. Subsequently, stronger political opposition  
emerged. AMLO began his career as a political figure, starting as the state leader of the PRD, denouncing  
electoral irregularities and beginning to build a discourse centered on defending vulnerable or marginalized  
sectors.  
Over time, AMLO began to be seen as an alternative political figure who could represent change within the  
country. With him, political discourse began to shift, and although neither before nor during his time in power  
did he manage to convince the entire country with his political and communication practices, at the end of his  
term, a large percentage of citizens applauded his decisions that polarized the country through populist policies  
Populism is defined as the “political tendency that claims to pay special attention to the problems of the popular  
classes,” and authors like Hermet (2003) focus more on its anti-political character and its controversial promise  
of being able to satisfy popular needs immediately and without revolution, championing the marginalized  
through polarization between the people and the elite. Canovan (2006) defines it as a social phenomenon with a  
set of political practices and strategies that vary enormously according to the historical and cultural context. For  
Mudde (2014), it is a “thin ideology” with two dominant interpretations: the first focusing on a highly emotional  
and simplistic discourse; the second describing opportunistic policies aimed at pleasing the people and thus  
“buying” their support.  
Theories of Political Communication  
Political communication has been extensively studied from numerous theoretical perspectives that demonstrate  
how the media influence the construction of power and social perception. McQuail and Deuze (2020), in their  
review of "Mass Communication Theory," emphasize that mass media not only inform but also evoke a  
construction of social reality through the selection and prioritization of topics. Habermas (2006), for his part,  
criticizes contemporary societies with broad access to information for trivializing public debate and engaging in  
media spectacles devoid of any substance—what he calls politainment.  
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Political Discourse  
It is relevant to incorporate the tools proposed by Van Dijk (2016) from critical discourse analysis (CDA),  
particularly to examine how discourse reflects, reproduces, or challenges the abuse of power and social  
inequality within political and social contexts. We have also observed assertions such as those made by Du and  
Chen (2022), who address political discourse as an element with ideological, persuasive, and power-related  
functions, primarily influenced by the sociopolitical context. Political discourse can also be understood as the  
language primarily used by governments, parties, and politicians within an institutional framework (Randour et  
al., 2020), making it a key component of the media, especially in the way journalistic values and political  
narratives intertwine (Wang et al., 2022). Chilton and Schäffner (2022) define political discourse as the set of  
linguistic practices that reflect and construct power relations, used by various political actors to legitimize,  
persuade, or even negotiate. Through this, it shapes social reality, translating into the definition of problems and  
proposed solutions, with the main objective of justifying political decisions.  
Government and Social Policy  
The profound change that Mexican democracy has undergone, following the governmental decision-making  
lines highlighted by Curzio and Gutiérrez (2020), originated in the government of Andrés Manuel López  
Obrador. This government focused on actions that had the greatest impact on the Mexican economy, with an  
emphasis on benefiting the most vulnerable population. It would suggest that if a substantial portion of public  
resources were redirected to direct transfers to the population living in poverty, the vulnerability of indigenous  
populations could be eliminated, first and foremost.  
Following studies conducted by Olvera (2025), it is identified that “governments primarily highlight the millions  
of senior citizens receiving pensions, the millions of students benefiting from scholarships, and the thousands of  
young people earning a monthly minimum wage through the “Jóvenes Construyendo el Futuro” (Youth Building  
the Future) program,” to mention the main social programs, or rather, those with seemingly the largest  
beneficiary base. Therefore, it is not possible to dismiss the support provided to farmers or small producers,  
senior citizens receiving medical care, or migrants who have obtained the Paisano Card.  
In Pursuit of Legitimacy Through Political Communication  
One object of study in this field follows the origin and personality of political contenders, the role of mass media  
and the journalists who follow their every move, and finally, the content that defined the attributes of their  
messages before, during, and after the campaign.  
Throughout his administration, AMLO was the sole protagonist in the area of communication regarding  
government actions, overshadowing and sometimes even correcting his collaborators, as he personally assumed  
the task of informing the public through the daily communication exercise colloquially known as the "morning  
press conference," broadcast nationwide. There, he achieved his goal of manipulating the facts, contradicting the  
journalists selected to attend, and responding with the famous phrase that he "had other data".  
In this context, a tense and challenging relationship developed between AMLO and the media, which presented  
unexplained and contradictory data in the public sphere. Thus, distrust and confrontation with the press,  
intellectuals, and certain sectors of society were constant features of AMLO's criticism of traditional media,  
limiting the plurality of voices in public debate.  
In this way, following the insightful analysis formulated by Corral (2024), the communication strategy designed  
by President AMLO, which aimed to expand the public sphere, has the following components: a) Morning press  
conferences, direct and regular communication; b) Use of social media, with brief messages and various  
announcements; c) Anti-media rhetoric, labeling journalists and their editorials as conservatives and opponents  
of the government; d) Transformation narrative: communication focused on the “Fourth Transformation” (4T).  
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Objectives  
This research aims to analyze the political and social impact of Andrés Manuel López Obrador's government in  
Mexico, based on campaign promises, implemented strategies, and political decisions during his administration  
(2018-2024), in order to identify the elements that comprise the Fourth Transformation. The specific objectives  
are to identify AMLO's symbolic and discursive elements in the narrative constructed between 2006 and 2018;  
to understand the main social programs implemented during his term and their impact; and to analyze public  
perception of AMLO and the social effects of his government.  
METHODOLOGY  
The methodological design used in this study is exploratory-descriptive, following the hermeneutic paradigm  
primarily used for interpreting the meaning of social phenomena. The qualitative approach also considers it very  
important to maintain a multidisciplinary paradigm, incorporating administrative and organizational theories,  
analyzing national and international reports, and studying the structure of operation and interaction among  
specific actors.  
This study employs an analytical method with a descriptive orientation for the systematic identification of data  
related to the information obtained regarding dimensions and criteria for describing human phenomena within  
the social, political, economic, and cultural context that the Mexican population faced with the arrival of a new  
democratic scenario. Therefore, it utilizes various methods, such as content analysis of national press  
publications, documentary analysis, case studies, and other historical-hermeneutical approaches.  
This methodological approach emphasizes the review and processing of bibliographic, documentary, and  
periodical sources. By incorporating the opinions and perceptions of those involved in the processes, this  
approach strengthens the researcher's objective of describing phenomena, situations, contexts, and events to  
specify the properties and characteristics of each area. Here, the qualitative paradigm, as Denzin and Lincoln  
(2021) affirmed, opens an opportunity area for the researcher, since qualitative research intersects disciplines,  
areas, and objects of study.  
Thus, data collection and analysis methods useful for this qualitative approach are utilized, allowing for the  
gathering and analysis of the perceptions of selected individuals through surveys and/or semi-structured  
interviews. This approach also enables the identification of influences and trends based on the responses  
obtained. As Merlino (2009) stated, its application allows for more objective analysis, taking into account the  
researcher's perspective on the data obtained. This aligns with the commitment to the legitimacy of investigating  
social reality, a commitment that Bericat (1998) anticipated as essential to the object of study within social  
research. For this study, the opinions of 85 participants were obtained, divided into two groups: 50% were sixth-  
to eighth-semester students in the economic-administrative sciences area, ranging in age from 22 to 27; the other  
50% were faculty members between 40 and 55 years old. All participants belonged to the Autonomous  
University of the State of Hidalgo.  
So, following this way, we return to the approach of seeking to answer questions that attempt to understand  
"how" a phenomenon has been experienced or developed, in order to comprehend the world from the perspective  
of the people involved in the study. This involves obtaining more in-depth and detailed information for  
understanding and approaching the issues raised, their dynamic structure, the reasons that govern their behavior,  
and thus explaining complex and multifaceted phenomena from the perspective of the actors who interact within  
them. This aligns with Vázquez's (2022) assertion that qualitative methods are associated with understanding,  
context, exploration, discovery, and inductive logic.  
Therefore, carefully considering how to achieve the effectiveness of qualitative data analysis is fundamental in  
research where diverse disciplines converge, including the social sciences, political science in interaction with  
education, economics, business management, sociology, and public health, among others. This multidisciplinary  
approach has characterized the emerging field of public problems, as Méndez notes in 2020.  
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RESULTS  
It has been identified that in the last eight years there has been a greater interest in communication regarding  
political issues, as shown in Figure 1, without this implying greater affinity for or membership in any specific  
party or organization. Rather, it fosters critical participation (Figure 1).  
Figure 1. Citizen interest in national politics.  
Source: Author's self elaboration, 2025.  
*Question translation: What is your interest level in national politics ?  
The data reveals that high and very high levels of interest in national politics account for 38.8% of opinions,  
while the moderate level has the highest percentage at 45.9%. This indicates that national events disseminated  
through political communication have captured the attention of university students, allowing them to form  
opinions on various topics related to government actions, public policies, and the actors involved.  
Therefore, stemming from the interest generated by political life, the study participants expressed opinions that  
allow us to identify the influence of the elements used in the narrative constructed during the period between  
2018 and 2024 (Figure 2).  
Figure 2. Perception of the communication strategies of the 4T.  
Source: Author's self-elaboration, 2025.  
Question translation: What´s your opinion about communication strategies to convince people about benefits to  
the country.  
The data obtained in this area reflects significant acceptance of the communication strategies by 59% of those  
interviewed. These strategies consistently included the "Morning Press Conference," where the Mexican  
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president personally engaged in a semi-dialogue to report on social programs and progress on major  
infrastructure projects, as well as to announce various actions that would be carried out periodically.  
It is also important to mention that a central theme in AMLO's political communication was related to the social  
programs, particularly those involving resource transfers for young people (scholarships), temporary  
employment (Transforming with Youth), and "Welfare" pensions (for those over 60), among others. These  
programs are given priority because they represent monthly payments for beneficiaries, allowing the president's  
administration to repeatedly emphasize the benefits being delivered and the achievements in combating poverty  
compared to other indicators (Figure 3).  
Figure 3. Perception of the impact of social programs.  
Source: Author's self elaboration, 2025.  
Question translation: Do you think that social programs (scholarships or pensions) have had positive or negative  
impact?  
Here it can be seen that 44% of the responses express acceptance of social programs in their scholarship or  
pension forms. It is also noteworthy that 22% maintain a neutral opinion. Thus, it can be inferred that 35% have  
a negative opinion associated with the subsequent electoral use of these programs, given the evidence in society  
that beneficiaries are pressured to vote for AMLO's party in various elections. Participants state that they agree  
with the economic benefit and assistance received by many households, but they criticize the subsequent  
electoral pressure.  
On the same topic, there are significant opinions regarding the efficiency and transparency with which the federal  
government manages social programs (Figure 4).  
Figure 4. Perception of the efficiency and transparency of social programs.  
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Source: Author's self elaboration, 2025.  
Question translation: Opinions about efficiency and transparency in social programs.  
Participants who provided their opinions in the research expressed disappointment with the way social programs  
are managed, with 45% reporting experiences of inefficiency and a lack of transparency in the resources  
transferred to beneficiaries (problems such as delays in initiating transfers, lack of accountability regarding the  
beneficiary registry and the amounts spent, and insufficient oversight of funds delivered to beneficiaries' family  
members when they collect payments with a power of attorney, among others).  
In accordance with the above, information is presented on the aspects that participants indicated in an open-  
ended question regarding the greatest achievement of the AMLO administration (Table 1).  
Table 1. Main positive and negative opinions on the results of AMLO's government.  
Positive opinions  
Negative opinions  
Financial support for senior citizens became Corruption has not been eradicated and impunity  
widespread  
for tax crimes persists  
Poverty reduction was achieved  
Failed strategies were implemented against  
organized crime  
Interview  
Results  
The channels and means for greater Lavish and very expensive constructions were  
communication with citizens were expanded built without any benefit to the population  
Maintain measures to increase the country's The country's debt increased  
economic stability  
Source: Author's self-elaboration, 2025.  
CONCLUSIONS  
The power of social narrative is clearly exemplified in the communication strategy of Mexican President Andrés  
Manuel López Obrador. Through the social programs implemented during López Obrador's six-year term,  
disseminated in the morning press conferences (“Mañaneras”) as part of his 2018-2024 political communication  
strategy, not only were economic dynamics transformed, but also political narratives. By placing the people at  
the center of the conversation and the president as their direct interlocutor, a communicative relationship based  
on symbolic reciprocity was forged: "I support you, you support me." This logic, while effective in terms of  
emotional connection, poses challenges democratic institutions, as it risks personalizing the State and reducing  
public policy to individual gestures.  
Undoubtedly, social programs were indeed used as a social communication strategy. Not exclusively, nor in a  
manipulative way in all cases, but certainly as part of a narrative that sought to legitimize the political project of  
the Fourth Transformation. The key lies in recognizing that communication is not just dissemination, but the  
construction of meaning. And in that sense, the AMLO administration was able to transform social programs  
into narratives of hope, justice, and transformation.  
Thus, the political communication that sought to exemplify the national change represented by the government  
of Andrés Manuel López Obrador constitutes an attempt to reconfigure Mexican social policy from a perspective  
of social justice and equity. Its analysis requires considering both its ideological foundations and its practical  
effects on the lives of millions of people.  
The institution through which the resources of social programs are distributed directly to each of the  
beneficiaries, called “Banco del Bienestar”, has 119 new branches in the 84 municipalities of the State of  
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Hidalgo, thus having 100% coverage; even, 49 branches are in municipalities that do not have the presence of  
any other bank.  
Although the declaration that the programs and resources are public policies implemented for the benefit of the  
population is always required, through the statement “These programs are public, independent of any political  
party. Their use for purposes other than those established in the programs is prohibited,” the entire population  
knows for certain that the resources are granted with a clientelistic orientation, which in electoral processes will  
serve to compel beneficiaries to go to the polls and vote for the party in power. This has happened historically  
since the creation of social programs, it happens today, and it will happen tomorrow… The question of whether  
social programs were used as a communication strategy does not necessarily imply criticism. Every government  
communicates its actions, and in contexts of high inequality, it makes its support visible for excluded sectors,  
which can be a legitimate way to build trust. However, when communication becomes propaganda, that is, a tool  
to reinforce the cult of personality or to condition votes, ethical boundaries are crossed.  
In AMLO's case, the line between institutional and political communication was blurred. The morning press  
conferences, visits to communities, social media posts, and official advertisements constructed a narrative in  
which the president appeared as the main benefactor. This strategy was effective: according to various polls,  
social programs were one of the factors that most contributed to presidential approval, even during times of  
crisis.  
It would be interesting to follow this line of current research and explore new avenues to compare whether  
presidential approval in other administrations was also related to the distribution of resources through social  
programs; it would also be interesting to open a debate based on a comprehensive analysis of the Fourth  
Transformation (4T) as a project that marked a significant shift in Mexican politics and that has continued under  
the presidential term of Claudia Sheinbaum (2024-2030).  
On the other hand, considering the attributes of this political project, it is important to analyze the  
characterization of its communication strategies and their impact on solving the social, economic and political  
problems that the population has expected as a result of the political change achieved in this century.  
Ethical considerations.  
This research do have the approval of university members to include their opinions about  
Ethical Approval:  
the questions related in the interviews.  
This research have no potential conflicts of interest.  
Conflict of Interest:  
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