Political communication, television advertising and elections in Brazil : a longitudinal analysis of two major parties' use of free electoral advertising time
A longitudinal analysis of the use of televised electoral advertising by the two political parties that have been the central actors in presidential elections in post-democratization Brazil: the Workers' Party (hereinafter referred to using the Portuguese acronym the 'PT') and the Bra...
| Principais autores: | Massuchin, Michele Goulart, Cavassana, Fernanda, Cervi, Emerson Urizzi |
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| Outros Autores: | Tribunal Superior Eleitoral |
| Tipo de documento: | Artigo |
| Idioma: | English |
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2021
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oai:bdjur.stj.jus.br.col_bdtse_4134:oai:localhost:bdtse-90932024-10-14 Political communication, television advertising and elections in Brazil : a longitudinal analysis of two major parties' use of free electoral advertising time Massuchin, Michele Goulart Cavassana, Fernanda Cervi, Emerson Urizzi Tribunal Superior Eleitoral Campanha eleitoral Propaganda eleitoral Horário gratuito Partido dos Trabalhadores Partido da Social Democracia Brasileira Eleição presidencial A longitudinal analysis of the use of televised electoral advertising by the two political parties that have been the central actors in presidential elections in post-democratization Brazil: the Workers' Party (hereinafter referred to using the Portuguese acronym the 'PT') and the Brazilian Social Democracy Party (hereinafter referred to using the Portuguese acronym the 'PSDB'). The objective is to identify patterns and changes in Brazilian electoral advertising between 2002 and 2018 with reference to Brazil's system of free electoral advertising time (hereinafter referred to using the Portuguese acronym 'HGPE'), more of which has been allocated to these two parties than to any other. Despite the increasing use of other forms of electoral campaigning, HGPE is central to presidential contests and demarcates political time and parties' agendas. It is therefore relevant to understand how use of this campaign component has been developed over time, taking into account two factors: messages and strategies. The quantitative content analysis considers 90 days of PT and PSDB block format advertising during the first rounds of five election contests. The results reveal that changes in messaging tend to be decided on by the parties (with the PT emphasizing public policies and the PSDB emphasizing image building) whereas the strategies employed depend on the context of each election and are less specific to either party. 2021-08-20T19:24:32Z 2021-08-20T19:24:32Z 2021 Artigo MASSUCHIN, Michele Goulart; CAVASSANA, Fernanda; CERVI, Emerson Urizzi. Political communication, television advertising and elections in Brazil: a longitudinal analysis of two major parties' use of free electoral advertising time. Brazilian Political Science Review, São Paulo, v. 15, n. 3, p. 1-33, 2021. DOI: http://doi.org/10.1590/1981-3821202100030003. http://bibliotecadigital.tse.jus.br/xmlui/handle/bdtse/9093 en <a rel="license" href="http://creativecommons.org/licenses/by-sa/4.0/deed.pt_BR"><img alt="Licença Creative Commons" style="border-width:0" src="https://i.creativecommons.org/l/by-sa/4.0/88x31.png" /></a><br />Este item está licenciado com uma Licença <a rel="license" href="http://creativecommons.org/licenses/by-sa/4.0/deed.pt_BR">Creative Commons Atribuição-CompartilhaIgual 4.0 Internacional</a>. 33 p. |
| institution |
TSE |
| collection |
TSE |
| language |
English |
| topic |
Campanha eleitoral Propaganda eleitoral Horário gratuito Partido dos Trabalhadores Partido da Social Democracia Brasileira Eleição presidencial |
| spellingShingle |
Campanha eleitoral Propaganda eleitoral Horário gratuito Partido dos Trabalhadores Partido da Social Democracia Brasileira Eleição presidencial Massuchin, Michele Goulart Cavassana, Fernanda Cervi, Emerson Urizzi Political communication, television advertising and elections in Brazil : a longitudinal analysis of two major parties' use of free electoral advertising time |
| description |
A longitudinal analysis of the use of televised electoral advertising by the two political parties that have been the central actors in presidential elections in post-democratization Brazil: the Workers' Party (hereinafter referred to using the Portuguese acronym the 'PT') and the Brazilian Social
Democracy Party (hereinafter referred to using the Portuguese acronym the 'PSDB'). The objective is to identify patterns and changes in Brazilian electoral advertising between 2002 and 2018 with reference to Brazil's system of free electoral advertising time (hereinafter referred to using the
Portuguese acronym 'HGPE'), more of which has been allocated to these two parties than to any other. Despite the increasing use of other forms of electoral campaigning, HGPE is central to presidential contests and demarcates political time and parties' agendas. It is therefore relevant to understand how use of this campaign component has been developed over time, taking into account two factors: messages and strategies. The quantitative content analysis considers 90 days of PT and PSDB block format advertising during the first rounds of five election contests. The results reveal that changes in messaging tend to be decided on by the parties (with the PT emphasizing public policies and the PSDB emphasizing image building) whereas the strategies employed depend on the context of each election and are less specific to either party. |
| author2 |
Tribunal Superior Eleitoral |
| format |
Artigo |
| author |
Massuchin, Michele Goulart Cavassana, Fernanda Cervi, Emerson Urizzi |
| title |
Political communication, television advertising and elections in Brazil : a longitudinal analysis of two major parties' use of free electoral advertising time |
| title_short |
Political communication, television advertising and elections in Brazil : a longitudinal analysis of two major parties' use of free electoral advertising time |
| title_full |
Political communication, television advertising and elections in Brazil : a longitudinal analysis of two major parties' use of free electoral advertising time |
| title_fullStr |
Political communication, television advertising and elections in Brazil : a longitudinal analysis of two major parties' use of free electoral advertising time |
| title_full_unstemmed |
Political communication, television advertising and elections in Brazil : a longitudinal analysis of two major parties' use of free electoral advertising time |
| title_sort |
political communication, television advertising and elections in brazil : a longitudinal analysis of two major parties' use of free electoral advertising time |
| publishDate |
2021 |
| url |
http://bibliotecadigital.tse.jus.br/xmlui/handle/bdtse/9093 |
| _version_ |
1813002231953227776 |
| score |
12,572395 |