Dialogue in campaign: an analysis of the communicative strategies of confrontation in the Brazilian presidential election of 2014
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Data de Publicação: | 2019 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Opinião Pública (Online) |
Texto Completo: | https://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8658122 |
Resumo: | This article intends to identify the dialogue, as well as its nature and contribution to the clarification of the electoral proposals, of the three main candidates competing in the 2014 presidential elections: Dilma Rousseff (PT), Aécio Neves (PSDB), and Marina Silva (PSB). The primary source of information was the Free Time of Electoral Advertising (block and spots) aired during the two rounds of the elections. The first objective was to elaborate a quantitative analysis of the occurrence of direct dialogue between the candidacies, identifying the candidates who had the most dialogue. The second objective was to qualify the nature of the dialogue undertaken by each candidacy, classifying it based on three categories: deconstruction of personal image; deconstruction of political image; criticism of the opponent’s political project. Such classification will assess to what extent the dialogue between the candidates has allowed discerning with greater or lesser clarity the ideological-political contours between the governmental projects in dispute. It is concluded that the occurrence of dialogue between the candidates in 2014 was increased by the sudden rise in competitiveness of the campaign. |
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Dialogue in campaign: an analysis of the communicative strategies of confrontation in the Brazilian presidential election of 2014 Diálogo en campaña: un análisis de las estrategias comunicativas de confrontación en la elección presidencial brasileña de 2014 Diálogo em campanha: uma análise das estratégias comunicativas de confronto na eleição presidencial brasileira de 2014 Electoral campaignDialogueDemocracyElections.Campaña electoralDiálogoDemocraciaElecciones.Campanha eleitoralDiálogoDemocraciaEleições.This article intends to identify the dialogue, as well as its nature and contribution to the clarification of the electoral proposals, of the three main candidates competing in the 2014 presidential elections: Dilma Rousseff (PT), Aécio Neves (PSDB), and Marina Silva (PSB). The primary source of information was the Free Time of Electoral Advertising (block and spots) aired during the two rounds of the elections. The first objective was to elaborate a quantitative analysis of the occurrence of direct dialogue between the candidacies, identifying the candidates who had the most dialogue. The second objective was to qualify the nature of the dialogue undertaken by each candidacy, classifying it based on three categories: deconstruction of personal image; deconstruction of political image; criticism of the opponent’s political project. Such classification will assess to what extent the dialogue between the candidates has allowed discerning with greater or lesser clarity the ideological-political contours between the governmental projects in dispute. It is concluded that the occurrence of dialogue between the candidates in 2014 was increased by the sudden rise in competitiveness of the campaign.Este artículo pretende identificar la ocurrencia del diálogo, su naturaleza y contribución a la aclaración de las propuestas electorales de las tres principales candidaturas en disputa en las elecciones presidenciales de 2014: Dilma Rousseff (PT), Aécio Neves (PSDB) y Marina Silva (PSB). La principal fuente de información fue el programa Horário Gratuito de Propaganda Eleitoral (block and spots) conducido durante los dos turnos de las elecciones. El primer objetivo fue elaborar un análisis cuantitativo de la ocurrencia del diálogo directo entre las candidaturas. El segundo objetivo era calificar la naturaleza del diálogo que se emprendió por cada candidatura, clasificarla en tres categorías: deconstrucción de la imagen personal, deconstrucción de la imagen política, crítica al proyecto político defendido por el oponente. Esta clasificación nos permitió evaluar hasta qué punto el diálogo entre los candidatos permitía discernir sobre los contornos político-ideológicos de los proyectos gubernamentales en disputa con mayor o menor claridad. Se concluye que la aparición del diálogo entre los presidenciables en 2014 se vio potenciada por el repentino aumento de la competitividad de la campaña.Este artigo pretende identificar a ocorrência do diálogo, sua natureza e contribuição para o esclarecimento das propostas eleitorais das três principais candidaturas em disputa nas eleições presidenciais de 2014: Dilma Rousseff (PT), Aécio Neves (PSDB) e Marina Silva (PSB). A fonte primordial de informações foi o Horário Gratuito de Propaganda Eleitoral – HGPE (bloco e spots) veiculado durante os dois turnos das eleições. O primeiro objetivo foi elaborar uma análise quantitativa da ocorrência do diálogo direto entre as candidaturas. O segundo objetivo foi qualificar a natureza desse diálogo, classificando-o em três categorias: desconstrução da imagem pessoal, desconstrução da imagem política e crítica ao projeto político defendido pelo adversário. Tal classificação permitiu avaliar em que medida o diálogo entre os candidatos possibilitou discernir com maior ou menor clareza os contornos políticoideológicos entre os projetos governamentais em disputa. Conclui-se que a ocorrência do diálogo entre os presidenciáveis em 2014 foi potencializada pelo aumento súbito da competitividade da campanha.Universidade Estadual de Campinas2019-10-07info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionTextoTextoinfo:eu-repo/semantics/otherapplication/pdfhttps://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8658122Opinião Pública; Vol. 25 No. 3 (2019): set./dez.; 660-693Opinião Pública; Vol. 25 Núm. 3 (2019): set./dez.; 660-693Opinião Pública; v. 25 n. 3 (2019): set./dez.; 660-6931807-0191reponame:Opinião Pública (Online)instname:Universidade Estadual de Campinas (UNICAMP)instacron:UNICAMPporhttps://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8658122/22000Brazil; ContemporaryBrasil; ContemporáneoBrasil; ContemporâneoDias, Marciainfo:eu-repo/semantics/openAccess2020-02-28T12:25:14Zoai:ojs.periodicos.sbu.unicamp.br:article/8658122Revistahttps://periodicos.sbu.unicamp.br/ojs/index.php/opPUBhttps://periodicos.sbu.unicamp.br/ojs/index.php/op/oaicesop@unicamp.br||racael@unicamp.br || rop@unicamp.br1807-01910104-6276opendoar:2020-02-28T12:25:14Opinião Pública (Online) - Universidade Estadual de Campinas (UNICAMP)false |
dc.title.none.fl_str_mv |
Dialogue in campaign: an analysis of the communicative strategies of confrontation in the Brazilian presidential election of 2014 Diálogo en campaña: un análisis de las estrategias comunicativas de confrontación en la elección presidencial brasileña de 2014 Diálogo em campanha: uma análise das estratégias comunicativas de confronto na eleição presidencial brasileira de 2014 |
title |
Dialogue in campaign: an analysis of the communicative strategies of confrontation in the Brazilian presidential election of 2014 |
spellingShingle |
Dialogue in campaign: an analysis of the communicative strategies of confrontation in the Brazilian presidential election of 2014 Dias, Marcia Electoral campaign Dialogue Democracy Elections. Campaña electoral Diálogo Democracia Elecciones. Campanha eleitoral Diálogo Democracia Eleições. |
title_short |
Dialogue in campaign: an analysis of the communicative strategies of confrontation in the Brazilian presidential election of 2014 |
title_full |
Dialogue in campaign: an analysis of the communicative strategies of confrontation in the Brazilian presidential election of 2014 |
title_fullStr |
Dialogue in campaign: an analysis of the communicative strategies of confrontation in the Brazilian presidential election of 2014 |
title_full_unstemmed |
Dialogue in campaign: an analysis of the communicative strategies of confrontation in the Brazilian presidential election of 2014 |
title_sort |
Dialogue in campaign: an analysis of the communicative strategies of confrontation in the Brazilian presidential election of 2014 |
author |
Dias, Marcia |
author_facet |
Dias, Marcia |
author_role |
author |
dc.contributor.author.fl_str_mv |
Dias, Marcia |
dc.subject.por.fl_str_mv |
Electoral campaign Dialogue Democracy Elections. Campaña electoral Diálogo Democracia Elecciones. Campanha eleitoral Diálogo Democracia Eleições. |
topic |
Electoral campaign Dialogue Democracy Elections. Campaña electoral Diálogo Democracia Elecciones. Campanha eleitoral Diálogo Democracia Eleições. |
description |
This article intends to identify the dialogue, as well as its nature and contribution to the clarification of the electoral proposals, of the three main candidates competing in the 2014 presidential elections: Dilma Rousseff (PT), Aécio Neves (PSDB), and Marina Silva (PSB). The primary source of information was the Free Time of Electoral Advertising (block and spots) aired during the two rounds of the elections. The first objective was to elaborate a quantitative analysis of the occurrence of direct dialogue between the candidacies, identifying the candidates who had the most dialogue. The second objective was to qualify the nature of the dialogue undertaken by each candidacy, classifying it based on three categories: deconstruction of personal image; deconstruction of political image; criticism of the opponent’s political project. Such classification will assess to what extent the dialogue between the candidates has allowed discerning with greater or lesser clarity the ideological-political contours between the governmental projects in dispute. It is concluded that the occurrence of dialogue between the candidates in 2014 was increased by the sudden rise in competitiveness of the campaign. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-10-07 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Texto Texto info:eu-repo/semantics/other |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8658122 |
url |
https://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8658122 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8658122/22000 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.coverage.none.fl_str_mv |
Brazil; Contemporary Brasil; Contemporáneo Brasil; Contemporâneo |
dc.publisher.none.fl_str_mv |
Universidade Estadual de Campinas |
publisher.none.fl_str_mv |
Universidade Estadual de Campinas |
dc.source.none.fl_str_mv |
Opinião Pública; Vol. 25 No. 3 (2019): set./dez.; 660-693 Opinião Pública; Vol. 25 Núm. 3 (2019): set./dez.; 660-693 Opinião Pública; v. 25 n. 3 (2019): set./dez.; 660-693 1807-0191 reponame:Opinião Pública (Online) instname:Universidade Estadual de Campinas (UNICAMP) instacron:UNICAMP |
instname_str |
Universidade Estadual de Campinas (UNICAMP) |
instacron_str |
UNICAMP |
institution |
UNICAMP |
reponame_str |
Opinião Pública (Online) |
collection |
Opinião Pública (Online) |
repository.name.fl_str_mv |
Opinião Pública (Online) - Universidade Estadual de Campinas (UNICAMP) |
repository.mail.fl_str_mv |
cesop@unicamp.br||racael@unicamp.br || rop@unicamp.br |
_version_ |
1800217018088030208 |