Replication Data for: \"Political Communication, Television Advertising and Elections in Brazil: A Longitudinal Analysis of Two Major Parties’ Use of Free Electoral Advertising Time\"

A longitudinal analysis of the use of televised electoral advertising by the two political parties that have been the central actors in presidential elections in post-democratization Brazil: the Workers’ Party (hereinafter referred to using the Portuguese acronym the ‘PT’) and the Brazilian Social Democracy Party (hereinafter referred to using the Portuguese acronym the ‘PSDB’). Our objective is to identify patterns and changes in Brazilian electoral advertising between 2002 and 2018 with reference to Brazil’s system of free electoral advertising time (hereinafter referred to using the Portuguese acronym ‘HGPE’), more of which has been allocated to these two parties than to any other. Despite the increasing use of other forms of electoral campaigning, HGPE is central to presidential contests and demarcates political time and parties’ agendas. It is therefore relevant to understand how use of this campaign component has been developed over time, taking into account two factors: messages and strategies. Our quantitative content analysis considers 90 days of PT and PSDB block format advertising during the first rounds of five election contests. Our results reveal that changes in messaging tend to be decided on by the parties (with the PT emphasizing public policies and the PSDB emphasizing image building) whereas the strategies employed depend on the context of each election and are less specific to either party.本研究针对后民主化时期巴西总统选举的两大核心政党——劳工党（下文以葡萄牙语缩写PT指代）与巴西社会民主党（下文以葡萄牙语缩写PSDB指代）的电视竞选广告投放情况展开纵向分析（longitudinal analysis）。本研究旨在结合巴西免费竞选广告时段（free electoral advertising time，下文以葡萄牙语缩写HGPE指代）体系，梳理2002至2018年间巴西竞选广告的模式与变迁；该体系分配给上述两党的广告时段多于其他任何政党。尽管其他形式的竞选活动使用日益增多，但HGPE仍是总统选举的核心环节，且界定了政治活动时段与各政党的竞选议程。因此，结合传播内容与策略两大维度，探究该竞选板块的使用随时间的演变情况具有重要研究价值。本研究采用量化内容分析法（quantitative content analysis），对五次总统选举首轮投票期间两党各90天的固定时段广告进行分析。研究结果显示，两党的传播内容调整多由自身决策导向：劳工党侧重公共政策宣传，巴西社会民主党侧重形象塑造；而所采用的竞选策略则取决于单次选举的具体语境，两党并无显著专属特征。