Dados is one of the most widely-read social sciences journals in Latin America. Created in 1966, it publishes innovative works, originating from academic research, by Brazilian and foreign authors. Edited by IESP-UERJ, it aims to reconcile scientific rigor and academic excellence with an emphasis on public debate based on the analysis of substantive issues of society and politics.
Dados vol. 51 n. 2 Rio de Janeiro 2008
Abstract
This article analyzes the impact of Free Television Advertising on proportional elections in Brazil, based on an analysis of the data for the Rio de Janeiro City Council elections in 2004. The article discusses the hypothesis raised by Schmitt, Carneiro, & Kuschnir that free TV advertising time allows political parties to organize their candidates hierarchically, establishing informal 'slates'. The study thus links two types of evidence, concerning: 1) the efficacy of free TV time as an instrument for political communication, whereby more TV time tends to translate into more votes for a candidate and 2) the analysis of different strategies adopted by the political parties to split the free advertising time between the candidates.
Keywords: political communication, television, Free Televised Election Campaign Advertising, proportional elections, political parties
DOI: 10.1590/S0011-52582008000200008
The flip side of free election advertising: political parties, proportional elections, and television
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