Political Advertising and Party Image Construction in Brazil
Autor(a) principal: | |
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Data de Publicação: | 2007 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Civitas - Revista de Ciências Sociais (Porto Alegre. Online) |
Texto Completo: | https://revistaseletronicas.pucrs.br/index.php/civitas/article/view/104 |
Resumo: | Traditionally, the political Party has been considered to be a fragile component for the voting explanation in Brazil. This way, the electoral choice presents marked personalism characteristics just like the electoral campaigns, as the most political Parties focus fundamentally in the candidate's image. On the other hand, the rules stablished by the brazilian legislation for the free political advertising on the television grant time for the Parties and not for the candidates. The rules of the game attribute to the Parties directors the power of deciding which candidates will have access to the television and in which conditions: the time distribution among the candidates, the privilege of special treatment to some of them, among others. This issue does not lead us only to the individual treatment towards the candidates but it also comprehends the Parties' possibility of stablishing general strategies to occupy an indirect area. We intend, in this article, to lay the basis for the investigation of the image construction of the large Parties involved in the electoral campaign of 2002. Key words: Electoral campaign; Image and party identification; public opinion; political parties and elections; political advertising |
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Political Advertising and Party Image Construction in BrazilPropaganda política e a construção da imagem partidária no BrasilTraditionally, the political Party has been considered to be a fragile component for the voting explanation in Brazil. This way, the electoral choice presents marked personalism characteristics just like the electoral campaigns, as the most political Parties focus fundamentally in the candidate's image. On the other hand, the rules stablished by the brazilian legislation for the free political advertising on the television grant time for the Parties and not for the candidates. The rules of the game attribute to the Parties directors the power of deciding which candidates will have access to the television and in which conditions: the time distribution among the candidates, the privilege of special treatment to some of them, among others. This issue does not lead us only to the individual treatment towards the candidates but it also comprehends the Parties' possibility of stablishing general strategies to occupy an indirect area. We intend, in this article, to lay the basis for the investigation of the image construction of the large Parties involved in the electoral campaign of 2002. Key words: Electoral campaign; Image and party identification; public opinion; political parties and elections; political advertisingTradicionalmente, o partido político tem sido considerado um elemento frágil na explicação do voto no Brasil. Nesse sentido, tanto a escolha eleitoral apresenta traços acentuadamente personalistas, como as campanhas eleitorais da maioria dos partidos políticos centram-se fundamentalmente na imagem do candidato. Em contrapartida, as regras estabelecidas pela legislação brasileira para a propaganda política gratuita na televisão concedem tempo aos partidos e não aos candidatos. As regras do jogo imputam aos dirigentes partidários o poder de determinar quais candidatos terão acesso à televisão e em que condições: a distribuição do tempo entre os candidatos, a atribuição de tratamento especial a algum deles, entre outras. O assunto não se esgota no tratamento dispensado aos candidatos individualmente, mas contempla a possibilidade de os partidos estabelecerem estratégias gerais de ocupação do espaço mediático. Pretendemos, com este artigo, constituir as bases para a investigação do processo de construção de imagem dos grande partidos envolvidos na campanha eleitoral de 2002. Palavras-chave: Campanha eleitoral; imagem e identificação partidária; opinião pública; partidos e eleições; propaganda política.Editora da Pucrs - ediPUCRS2007-05-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistaseletronicas.pucrs.br/index.php/civitas/article/view/10410.15448/1984-7289.2002.2.104Civitas: journal of Social Sciences; Vol. 2 No. 2 (2002): Democracy, media and political culture; 309-326Civitas: revista de Ciências Sociais; Vol. 2 Núm. 2 (2002): Democracia, mídia e cultura política; 309-326Civitas: revista de Ciências Sociais; v. 2 n. 2 (2002): Democracia, mídia e cultura política; 309-3261984-72891519-608910.15448/1984-7289.2002.2reponame:Civitas - Revista de Ciências Sociais (Porto Alegre. Online)instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSporhttps://revistaseletronicas.pucrs.br/index.php/civitas/article/view/104/100Copyright (c) 2016 Civitas - Revista de Ciências Sociaishttps://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessAlbuquerque, Afonso deDias, Marcia Ribeiro2016-08-29T19:55:34Zoai:ojs.revistaseletronicas.pucrs.br:article/104Revistahttps://revistaseletronicas.pucrs.br/index.php/civitas/oaiPRIhttp://revistaseletronicas.pucrs.br/ojs/index.php/civitas/oaicivitas@pucrs.br1984-72891519-6089opendoar:2016-08-29T19:55:34Civitas - Revista de Ciências Sociais (Porto Alegre. Online) - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false |
dc.title.none.fl_str_mv |
Political Advertising and Party Image Construction in Brazil Propaganda política e a construção da imagem partidária no Brasil |
title |
Political Advertising and Party Image Construction in Brazil |
spellingShingle |
Political Advertising and Party Image Construction in Brazil Albuquerque, Afonso de |
title_short |
Political Advertising and Party Image Construction in Brazil |
title_full |
Political Advertising and Party Image Construction in Brazil |
title_fullStr |
Political Advertising and Party Image Construction in Brazil |
title_full_unstemmed |
Political Advertising and Party Image Construction in Brazil |
title_sort |
Political Advertising and Party Image Construction in Brazil |
author |
Albuquerque, Afonso de |
author_facet |
Albuquerque, Afonso de Dias, Marcia Ribeiro |
author_role |
author |
author2 |
Dias, Marcia Ribeiro |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Albuquerque, Afonso de Dias, Marcia Ribeiro |
description |
Traditionally, the political Party has been considered to be a fragile component for the voting explanation in Brazil. This way, the electoral choice presents marked personalism characteristics just like the electoral campaigns, as the most political Parties focus fundamentally in the candidate's image. On the other hand, the rules stablished by the brazilian legislation for the free political advertising on the television grant time for the Parties and not for the candidates. The rules of the game attribute to the Parties directors the power of deciding which candidates will have access to the television and in which conditions: the time distribution among the candidates, the privilege of special treatment to some of them, among others. This issue does not lead us only to the individual treatment towards the candidates but it also comprehends the Parties' possibility of stablishing general strategies to occupy an indirect area. We intend, in this article, to lay the basis for the investigation of the image construction of the large Parties involved in the electoral campaign of 2002. Key words: Electoral campaign; Image and party identification; public opinion; political parties and elections; political advertising |
publishDate |
2007 |
dc.date.none.fl_str_mv |
2007-05-03 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistaseletronicas.pucrs.br/index.php/civitas/article/view/104 10.15448/1984-7289.2002.2.104 |
url |
https://revistaseletronicas.pucrs.br/index.php/civitas/article/view/104 |
identifier_str_mv |
10.15448/1984-7289.2002.2.104 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistaseletronicas.pucrs.br/index.php/civitas/article/view/104/100 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2016 Civitas - Revista de Ciências Sociais https://creativecommons.org/licenses/by-nc-nd/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2016 Civitas - Revista de Ciências Sociais https://creativecommons.org/licenses/by-nc-nd/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Editora da Pucrs - ediPUCRS |
publisher.none.fl_str_mv |
Editora da Pucrs - ediPUCRS |
dc.source.none.fl_str_mv |
Civitas: journal of Social Sciences; Vol. 2 No. 2 (2002): Democracy, media and political culture; 309-326 Civitas: revista de Ciências Sociais; Vol. 2 Núm. 2 (2002): Democracia, mídia e cultura política; 309-326 Civitas: revista de Ciências Sociais; v. 2 n. 2 (2002): Democracia, mídia e cultura política; 309-326 1984-7289 1519-6089 10.15448/1984-7289.2002.2 reponame:Civitas - Revista de Ciências Sociais (Porto Alegre. Online) instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) instacron:PUC_RS |
instname_str |
Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
instacron_str |
PUC_RS |
institution |
PUC_RS |
reponame_str |
Civitas - Revista de Ciências Sociais (Porto Alegre. Online) |
collection |
Civitas - Revista de Ciências Sociais (Porto Alegre. Online) |
repository.name.fl_str_mv |
Civitas - Revista de Ciências Sociais (Porto Alegre. Online) - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
repository.mail.fl_str_mv |
civitas@pucrs.br |
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1799128804586684416 |