Political Propaganda on TV and the HGPE as a hegemonic model of electoral strategy: analysis of the 2014 election

  • Carla Montuori Fernandes Universidade Paulista (UNIP)
  • Luiz Ademir Oliveira Docente da Universidade Federal de São João del-Rei (UFSJ) e do Programa de Pós-Graduação em Comunicação Social (PPGCOM) da Universidade Federal de Juiz de Fora.
  • Thamiris Franco Martins Universidade Paulista (UNIP).
DOI: https://doi.org/10.5209/MESO.58523
Keywords: Television, Political Propaganda, HGPE, Election 2014.

Abstract

The article presents a study on political propaganda in Brazil through the use of audiovisual media. It begins with a discussion of the hegemonic model of television media, since the 60s, when the Free Political Advertising Time (HGPE) was instituted. TV as a hegemonic medium is discussed, as are the specificities of political propaganda and Free Political Advertising Time with studies of innovative use from 1989. In conclusion, the article presents an analysis of the strategies employed by Dilma Rousseff (PT) during the HGPE, in the presidential election of 2014. Content analysis was the chosen methodology.

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Author Biographies

Carla Montuori Fernandes, Universidade Paulista (UNIP)

Doutora e Pós-doutora em Ciências Sociais pela Pontifícia Universidade Católica de São Paulo (PUC-SP). Atua como docente do Programa de Pós-Graduação em Comunicação e Cultura das Mídias da Universidade Paulista (PPGCOM da UNIP). É pesquisadora do Núcleo de Estudos em Arte, Mídia e Política da PUC-SP.

Luiz Ademir Oliveira, Docente da Universidade Federal de São João del-Rei (UFSJ) e do Programa de Pós-Graduação em Comunicação Social (PPGCOM) da Universidade Federal de Juiz de Fora.
Mestre e Doutor em Ciência Política (IUPERJ).
Thamiris Franco Martins, Universidade Paulista (UNIP).

Graduada em Comunicação Social pela UFSJ, Mestre em Comunicação Social pela UFJF e Doutoranda no Programa de Pós-Graduação em Comunicação e Cultura das Mídias (PPGCOM) da Universidade Paulista (UNIP).

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Published
2018-10-18
How to Cite
Fernandes C. M., Oliveira L. A. y Martins T. F. (2018). Political Propaganda on TV and the HGPE as a hegemonic model of electoral strategy: analysis of the 2014 election. Mediaciones Sociales, 17, 135-156. https://doi.org/10.5209/MESO.58523
Issue
Vol. 17 (2018)
Section
Articles

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