Revisão bibliográfica das produções sobre campanhas eleitorais para o cargo de Presidente da República e os efeitos de mídia no processo pós-redemocratização

Abstract

This work is a bibliographic review of productions about electoral campaigns for the position of president of the republic and the effects of the post-redemocratization media. The media's power of influence, especially in presidential elections, according to studies on the subject, will depend on the historical context and the intensity of each election (MUNDIM, 2012). The models used to gain some effect from the media, when considering the campaign environment, point out that in 1989 TV was of great importance for Fernando Collor de Melo's victory (AVELAR, 1992). In the 1994 and 1998 elections, Fernando Henrique Cardoso benefited from the favorable approach towards the creation of the “real plan”, in the first term, and by an “exemption” of the media, when he was re-elected (ALDÉ, 2003; MIGUEL, 1999). In 2002, Lula benefited from a neutral approach by the press (BORBA, 2008), (MUNDIM, 2010, 2012). While in 2006, the scenario was not favorable to Lula, with the outbreak of the “Mensalão scandal”, despite the press conveying countless information and a large number of negative information about the candidate, he was re-elected. This does not mean, however, that the media had no weight in that election, on the contrary, the media was decisive for the existence of a second round (MUNDIM, 2010, 2012). In the subsequent elections, 2010 and 2014, the media was still strong, but factors such as a retrospective assessment of the government, economic situation, income and social programs had more weight. The 2018 elections were marked by the protagonism of social networks within the electoral process. Post-2018 studies pointed out that there was a change in the behavior of the electorate and the candidates themselves, who had to adapt to an environment. That year, with no TV and radio time and exploring social media, Jair Bolsonaro became president of Brazil. Digital media helped the candidate, who, by exploring Facebook, Twitter, YouTube and WhatsApp, re-signified the power of the media in elections (MUNDIM, VASCONCELLOS; OKADO, 2022). This new environment has challenged the strength of traditional media (ALVES; ALBUQUERQUE, 2019).