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 |
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| Sumario: | 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. |
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