Dados es una de las principales publicaciones de ciencias sociales en América Latina. Creada en 1966, publica trabajos inéditos e innovadores, procedentes de investigaciones académicas, de autores brasileños y extranjeros. Editada por IESP-UERJ, tiene como objetivo conciliar el rigor científico y la excelencia académica con un énfasis en el debate público basado en el análisis de temas sustantivos en la sociedad y la política.
Dados vol. 51 n. 2 Rio de Janeiro 2008
Resumen
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.
Palabras-clave: political communication; television; Free Televised Election Campaign Advertising; proportional elections; political parties.
DOI: 10.1590/S0011-52582008000200008
A Outra face do horário gratuito: partidos políticos e eleições proporcionais na televisão
Português do Brasil
English