Prime Time Electoral Propaganda

The Brazilian Model of Free Airtime

Authored by: Alessandra Aldé , Felipe Borba

Routledge Handbook of Political Advertising

Print publication date:  March  2017
Online publication date:  February  2017

Print ISBN: 9781138908307
eBook ISBN: 9781315694504
Adobe ISBN: 9781317439783

10.4324/9781315694504.ch8

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Abstract

Our goal with this chapter is to introduce the reader to the particularities of the Brazilian model of electoral broadcast. To explain its features, we will begin by describing the legal provisions and the reintroduction of political advertising after the 1964–85 military dictatorship. Due to its historical and political relevance, the Brazilian Free Electoral Broadcast Airtime (FEBA) has been a central object of academic investigation, especially since the 1989 presidential election, primarily in the Communications Studies field and increasingly in Political Science. We will also broach the main characteristics of the Brazilian media system and pinpoint some relevant research results across time on the subject. Given the vast range of issues implied, our main object will be the presidential elections of the more recent period.

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