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Doctoral Thesis
DOI
https://doi.org/10.11606/T.8.2005.tde-27062007-144540
Document
Author
Full name
Paulo Sérgio da Silva
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2005
Supervisor
Committee
Kinzo, Maria D Alva Gil (President)
Carneiro, Leandro Piquet
Chaia, Vera Lucia Michalany
Kugelmas, Eduardo
Olsen, Orjan Olof Vilhelm
Title in Portuguese
Agenda-setting e a eleição presidencial de 2002 no Brasil
Keywords in Portuguese
Agenda-setting
Eleição
Mídia
Partido político
Propaganda eleitoral
Abstract in Portuguese
Enquanto os estudos internacionais têm demonstrado uma grande preocupação em pesquisar a capacidade dos candidatos de influenciar a formação da agenda dos meios de comunicação de massa em épocas eleitorais, no Brasil a agenda das candidaturas não foi incorporada aos trabalhos acadêmicos de mídia e eleições. Neste estudo tive como objetivo avaliar a importância da agenda da propaganda dos candidatos para a formação da agenda da cobertura dos telejornais na eleição presidencial de 2002, bem como a relevância do programa de governo do PT para a elaboração da agenda da propaganda de seu candidato, Luiz Inácio Lula da Silva, nessa mesma eleição. Os dados mostraram que as candidaturas Lula e Serra conseguiram transferir para suas coberturas eleitorais do Jornal Nacional e Jornal da Record a ênfase dos assuntos discutidos em suas propagandas de televisão. Demonstraram também que o PT obteve êxito em transmitir para a propaganda de televisão da candidatura Lula a saliência da pauta discutida em sua plataforma. Com base nesses resultados, conclui que os candidatos influenciaram a agenda dos telejornais e que o PT, em particular, também cumpriu a função de agenda-setting, agendando os assuntos da propaganda da candidatura Lula na televisão.
Title in English
Agenda-setting and the Brazilian presidential election in 2002
Keywords in English
Agenda-setting
Election
Mass media
Political advertising
Political party
Abstract in English
While the international studies have shown a great concern with the study of the candidate's capacity to influence the formation of the mass media agenda during the electoral campaign period, in Brazil, the candidate's agenda has not been included in the academic studies of media and elections. In this study, my objective was to evaluate the candidates importance for the formation of the TV news coverage agenda on the presidential election in 2002, as well as the relevance of the PT for the elaboration of the advertising his candidate, Luiz Inácio Lula da Silva, in that same election. The data showed that both Lula and Serra succeeded in transferring to their electoral coverings of the "Jornal Nacional" and "Jornal da Record" the themes and issues discussed in their TV ads. The data also showed that the PT had success in transmitting to Lula's TV ads the salient themes presented by the party's program. The evidence I provided allowed me to conclude that the candidates influenced the new's agenda and that the PT, in particular, also fulfilled the function of agenda setting, by effectively influencing the content of its candidate's campaign on TV.
 
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Publishing Date
2007-06-27
 
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