Determinants of Negative Political Advertising in Latin America:: Insights from the Presidential Campaigns of Mexico and Brazil
This article analyzes how systemic and institutional factors influence the characteristics of negative political advertising, using the 2018 presidential elections in Mexico and Brazil as case studies. By analyzing 245 negative ads and considering variablessuch as the type of attack, the target, the...
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| Autores principales: | , |
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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Facultad de Ciencia Política y Relaciones Internacionales, Universidad Nacional de Rosario
2025
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| Acceso en línea: | https://latrama.unr.edu.ar/index.php/trama/article/view/891 |
| Aporte de: |
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I15-R200-article-891 |
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ojs |
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Universidad Nacional de Rosario |
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I-15 |
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R-200 |
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La Trama de la Comunicación |
| language |
Español |
| format |
Artículo revista |
| topic |
negative advertising presidential campaigns comparative study ads political communication publicidad negativa campañas presidenciales estudio comparado spots comunicación política publicidade negativa campanhas presidenciais estudo comparativo comerciais comunicação política |
| spellingShingle |
negative advertising presidential campaigns comparative study ads political communication publicidad negativa campañas presidenciales estudio comparado spots comunicación política publicidade negativa campanhas presidenciais estudo comparativo comerciais comunicação política Rodríguez Sánchez, Celeste Anai Echeverría, Martín Determinants of Negative Political Advertising in Latin America:: Insights from the Presidential Campaigns of Mexico and Brazil |
| topic_facet |
negative advertising presidential campaigns comparative study ads political communication publicidad negativa campañas presidenciales estudio comparado spots comunicación política publicidade negativa campanhas presidenciais estudo comparativo comerciais comunicação política |
| author |
Rodríguez Sánchez, Celeste Anai Echeverría, Martín |
| author_facet |
Rodríguez Sánchez, Celeste Anai Echeverría, Martín |
| author_sort |
Rodríguez Sánchez, Celeste Anai |
| title |
Determinants of Negative Political Advertising in Latin America:: Insights from the Presidential Campaigns of Mexico and Brazil |
| title_short |
Determinants of Negative Political Advertising in Latin America:: Insights from the Presidential Campaigns of Mexico and Brazil |
| title_full |
Determinants of Negative Political Advertising in Latin America:: Insights from the Presidential Campaigns of Mexico and Brazil |
| title_fullStr |
Determinants of Negative Political Advertising in Latin America:: Insights from the Presidential Campaigns of Mexico and Brazil |
| title_full_unstemmed |
Determinants of Negative Political Advertising in Latin America:: Insights from the Presidential Campaigns of Mexico and Brazil |
| title_sort |
determinants of negative political advertising in latin america:: insights from the presidential campaigns of mexico and brazil |
| description |
This article analyzes how systemic and institutional factors influence the characteristics of negative political advertising, using the 2018 presidential elections in Mexico and Brazil as case studies. By analyzing 245 negative ads and considering variablessuch as the type of attack, the target, the tactic, the emotional or rational appeal, the attacking subject, and the protagonist of thead, it demonstrates that institutional factors significantly shape these messages. In Mexico, emerging parties are the predominantsources of negative advertising, while in Brazil, traditional parties are the main producers of such messages. Regression analysisand chi-square tests reveal that traditional parties tend to use voice-over narration, direct attacks, and focus on the opponents’previous performance. Furthermore, Brazil’s broad pluralist system favors direct, candidate-centered attacks, while Mexico’smoderate pluralism promotes a greater use of emotional appeals. Despite these differences, both countries share high levels ofpersonalization in their negative messages, prioritizing candidate traits over their proposals. This study provides insights intounderstanding negative campaigns in Latin American democracies and offers guidance for future research. |
| publisher |
Facultad de Ciencia Política y Relaciones Internacionales, Universidad Nacional de Rosario |
| publishDate |
2025 |
| url |
https://latrama.unr.edu.ar/index.php/trama/article/view/891 |
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2025-11-04T05:03:24Z |
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2025-11-04T05:03:24Z |
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I15-R200-article-8912025-10-08T11:53:54Z Determinants of Negative Political Advertising in Latin America:: Insights from the Presidential Campaigns of Mexico and Brazil Determinantes de la publicidad negativa en América Latina: Lecciones de las campañas presidenciales de México y Brasil Rodríguez Sánchez, Celeste Anai Echeverría, Martín negative advertising presidential campaigns comparative study ads political communication publicidad negativa campañas presidenciales estudio comparado spots comunicación política publicidade negativa campanhas presidenciais estudo comparativo comerciais comunicação política This article analyzes how systemic and institutional factors influence the characteristics of negative political advertising, using the 2018 presidential elections in Mexico and Brazil as case studies. By analyzing 245 negative ads and considering variablessuch as the type of attack, the target, the tactic, the emotional or rational appeal, the attacking subject, and the protagonist of thead, it demonstrates that institutional factors significantly shape these messages. In Mexico, emerging parties are the predominantsources of negative advertising, while in Brazil, traditional parties are the main producers of such messages. Regression analysisand chi-square tests reveal that traditional parties tend to use voice-over narration, direct attacks, and focus on the opponents’previous performance. Furthermore, Brazil’s broad pluralist system favors direct, candidate-centered attacks, while Mexico’smoderate pluralism promotes a greater use of emotional appeals. Despite these differences, both countries share high levels ofpersonalization in their negative messages, prioritizing candidate traits over their proposals. This study provides insights intounderstanding negative campaigns in Latin American democracies and offers guidance for future research. Este artículo analiza cómo los factores sistémicos e institucionales influyen en las características de la publicidad política negativa, tomando como casos de estudio las elecciones presidenciales de México y Brasil en 2018. A través del análisis de 245 spots negativos y considerando variables como el tipo de ataque, el objetivo, la táctica, la apelación emocional o racional, el sujeto que ataca y el protagonista del spot, se demuestra que los factores institucionales condicionan significativamente estos mensajes. En México, los partidos emergentes predominan como emisores de publicidad negativa, mientras que en Brasil son los partidos tradicionales los principales generadores de estos mensajes. Los análisis de regresión y pruebas de chi cuadrado revelan que los partidos tradicionales tienden a usar narración en off, ataques directos y un enfoque en el desempeño previo de los adversarios. Además, el sistema pluralista amplio de Brasil favorece ataques directos y centrados en los candidatos, mientras que el pluralismo moderado de México fomenta un mayor uso de apelaciones emocionales. A pesar de estas diferencias, ambos países comparten altos niveles de personalización en sus mensajes negativos, priorizando los rasgos de los candidatos sobre sus propuestas. El estudio aporta claves para comprender las campañas negativas en democracias latinoamericanas y orientar investigaciones futuras. Este artigo analisa como fatores sistêmicos e institucionais influenciam as características da propaganda política negativa, utilizando as eleições presidenciais de 2018 no México e no Brasil como estudos de caso. Por meio da análise de 245 spots negativos e considerando variáveis como o tipo de ataque, o alvo, a tática, o apelo emocional ou racional, o sujeito do ataque e o protagonista do spot, demonstra-se que fatores institucionais influenciam significativamente essas mensagens. No México, partidos emergentes predominam como emissores de propaganda negativa, enquanto no Brasil, partidos tradicionais são os principais geradores dessas mensagens. Análises de regressão e testes de qui-quadrado revelam que partidos tradicionais tendem a usar narrações, ataques diretos e foco no desempenho anterior de seus oponentes. Além disso, o amplo sistema pluralista do Brasil favorece ataques diretos e focados no candidato, enquanto o pluralismo moderado do México incentiva maior uso de apelos emocionais. Apesar dessas diferenças, ambos os países compartilham altos níveis de personalização em suas mensagens negativas, priorizando as características dos candidatos em detrimento de suas propostas. O estudo fornece chaves para a compreensão de campanhas negativas em democracias latino-americanas e orienta pesquisas futuras. Facultad de Ciencia Política y Relaciones Internacionales, Universidad Nacional de Rosario 2025-10-07 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://latrama.unr.edu.ar/index.php/trama/article/view/891 10.35305/lt.v29i01.891 Journal La Trama de la Comunicación; Vol. 29 No. 01 (2025); 66-101 La Trama de la Comunicación; Vol. 29 Núm. 01 (2025); 66-101 La Trama de la Comunicación; v. 29 n. 01 (2025); 66-101 2314-2634 1668-5628 spa https://latrama.unr.edu.ar/index.php/trama/article/view/891/600 http://creativecommons.org/licenses/by-nc-sa/4.0 |