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      Political Communication, Television Advertising and Elections in Brazil: A Longitudinal Analysis of Two Major Parties’ Use of Free Electoral Advertising Time

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          Abstract

          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’). Our 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. Our quantitative content analysis considers 90 days of PT and PSDB block format advertising during the first rounds of five election contests. Our 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.

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          The Effects of Negative Political Advertisements: A Meta-Analytic Assessment

          The conventional wisdom about negative political advertisements holds that no one likes them, but they work, that is, they have the consequences their sponsors intend. Moreover, many analysts have expressed concern over the detrimental effects of such negativism on the American political system. We examine the accuracy of the conventional wisdom and the legitimacy of the fears about the consequences for the political system via meta-analysis, a systematic, quantitative review of the literature. The data do not support either contention. Negative political ads appear to be no more effective than positive ads and do not seem to have especially detrimental effects on the political system. Eleven subsidiary hypotheses about particular circumstances in which significant effects are likely to be found are tested and rejected. Discussion focuses on why negative political advertisements have become so popular in practice when there is so little evidence that they work especially well.
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            Public Support for American Presidents: A Cyclical Model

            J. Stimson (1976)
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              Do lulismo ao antipetismo? Polarização, partidarismo e voto nas eleições presidenciais brasileiras

              Resumo O debate recente sobre identificação partidária e comportamento eleitoral no Brasil vem apontando para a crescente importância do posicionamento dos eleitores com respeito aos principais partidos presidenciais – PT e PSDB – na escolha dos candidatos à presidência. Neste artigo, procura-se contribuir para a literatura colocando em questionamento diagnósticos recentes com respeito à polarização do sistema partidário presidencial. De acordo com a hipótese da polarização, a competição eleitoral entre PT e PSDB levou a uma crescente divisão do eleitorado em dois blocos claramente diferenciados e polarizados. Argumentamos que esta hipótese se apoia em bases teóricas e empíricas frágeis. Não obstante a crescente importância dos sentimentos partidários na determinação do comportamento dos eleitores no pleito presidencial, os resultados das análises descritivas e modelos estatísticos multivariados com base nos surveys do Estudo Eleitoral Brasileiro (Eseb) realizados nos anos de 2002, 2006, 2010 e 2014 demonstram que não há evidências de que tal movimento estaria associado a um aumento da polarização partidária de massa. Pelo contrário, observamos que as diferenças ideológicas e de opinião entre petistas e tucanos são de pequena monta e, além disso, encontramos evidências de uma crescente convergência ideológica entre os vários segmentos do eleitorado ao longo do tempo.
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                Author and article information

                Journal
                bpsr
                Brazilian Political Science Review
                Bras. political sci. rev.
                Associação Brasileira de Ciência Política (São Paulo, SP, Brazil )
                1981-3821
                2021
                : 15
                : 3
                : e0003
                Affiliations
                [2] Curitiba Paraná orgnameUniversidade Federal do Paraná orgdiv1Postgraduate Program in Communication orgdiv2Postgraduate Program in Political Science Brazil
                [1] Rio de Janeiro Rio de Janeiro orgnameUniversidade do Estado do Rio de Janeiro orgdiv1Institute of Social and Political Studies Brazil
                [3] Ponta Grossa Paraná orgnameUniversidade Estadual de Ponta Grossa Brazil
                Article
                S1981-38212021000300203 S1981-3821(21)01500300203
                10.1590/1981-3821202100030003
                a01366a4-b7a9-46fd-944a-53bf3499fdf6

                This work is licensed under a Creative Commons Attribution 4.0 International License.

                History
                : 18 August 2020
                : 14 October 2019
                Page count
                Figures: 0, Tables: 0, Equations: 0, References: 52, Pages: 0
                Product

                SciELO Brazil

                Categories
                Articles

                election campaigning,Elections,Brazil,television advertising, HGPE

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