A Outra Face do Horário Gratuito: Partidos Políticos e Eleições Proporcionais na Televisão
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 allo...
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| Autores principales: | , , |
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| Formato: | Artículo científico |
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Universidade do Estado do Rio de Janeiro
2008
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| Acceso en línea: | http://www.redalyc.org/articulo.oa?id=21851208 http://biblioteca.clacso.edu.ar/gsdl/cgi-bin/library.cgi?a=d&c=br/br-022&d=21851208oai |
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| Sumario: | 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. |
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