Candidate Advertisements and Afro-Brazilian Political Marginalization
Television is an important political tool in Latin America. In recognition of its ability to shape public opinion and influence political behavior, Brazilian electoral authorities provide political parties with free television airtime in the weeks preceding elections. While Brazil's publicly fi...
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| Veröffentlicht in: | Latin American research review 2021-09, Vol.56 (4), p.761-778 |
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| creator | Janusz, Andrew Campos, Luiz Augusto |
| description | Television is an important political tool in Latin America. In recognition of its ability to shape public opinion and influence political behavior, Brazilian electoral authorities provide political parties with free television airtime in the weeks preceding elections. While Brazil's publicly financed electoral program levels the playing field between parties, it may contribute to intraparty resource disparities. This article contends that racial considerations influence how party elites distribute television airtime and thus contribute to the political marginalization of Afro-Brazilians. Using original data from Rio de Janeiro's 2012 municipal elections, it shows that party officials provide Afro-Brazilian candidates significantly less airtime than their white counterparts, even after controlling for theoretically important nonracial candidate characteristics. Moreover, it shows that there are racial differences in how candidates use the airtime they are awarded. Afro-Brazilian candidates are nearly ten times more likely than whites to focus on racial issues in their campaign ads. These results provide new insight about why Afro-Brazilians are rarely elected to public office and, when elected, the types of issues they may address. |
| doi_str_mv | 10.25222/larr.888 |
| format | Article |
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In recognition of its ability to shape public opinion and influence political behavior, Brazilian electoral authorities provide political parties with free television airtime in the weeks preceding elections. While Brazil's publicly financed electoral program levels the playing field between parties, it may contribute to intraparty resource disparities. This article contends that racial considerations influence how party elites distribute television airtime and thus contribute to the political marginalization of Afro-Brazilians. Using original data from Rio de Janeiro's 2012 municipal elections, it shows that party officials provide Afro-Brazilian candidates significantly less airtime than their white counterparts, even after controlling for theoretically important nonracial candidate characteristics. Moreover, it shows that there are racial differences in how candidates use the airtime they are awarded. Afro-Brazilian candidates are nearly ten times more likely than whites to focus on racial issues in their campaign ads. These results provide new insight about why Afro-Brazilians are rarely elected to public office and, when elected, the types of issues they may address.</description><subject>Advertisements</subject><subject>Advertising</subject><subject>Area Studies</subject><subject>Campaigns</subject><subject>Candidates</subject><subject>Election results</subject><subject>Electioneering</subject><subject>Elections</subject><subject>Elites</subject><subject>Inequality</subject><subject>Latin American cultural groups</subject><subject>Local elections</subject><subject>Marginality</subject><subject>Nominations</subject><subject>Political advertising</subject><subject>Political aspects</subject><subject>Political behavior</subject><subject>Political campaigns</subject><subject>Political factors</subject><subject>Political parties</subject><subject>Political representation</subject><subject>Politicians</subject><subject>Politics</subject><subject>Public opinion</subject><subject>Race</subject><subject>Racial differences</subject><subject>Racism</subject><subject>Social aspects</subject><subject>Social exclusion</subject><subject>Social Sciences</subject><subject>Television</subject><subject>Television advertising</subject><subject>Television and politics</subject><subject>Television programming</subject><subject>Tempo</subject><subject>Voter 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Marginalization</atitle><jtitle>Latin American research review</jtitle><stitle>LAT AM RES REV</stitle><date>2021-09-22</date><risdate>2021</risdate><volume>56</volume><issue>4</issue><spage>761</spage><epage>778</epage><pages>761-778</pages><issn>0023-8791</issn><eissn>1542-4278</eissn><abstract>Television is an important political tool in Latin America. In recognition of its ability to shape public opinion and influence political behavior, Brazilian electoral authorities provide political parties with free television airtime in the weeks preceding elections. While Brazil's publicly financed electoral program levels the playing field between parties, it may contribute to intraparty resource disparities. This article contends that racial considerations influence how party elites distribute television airtime and thus contribute to the political marginalization of Afro-Brazilians. Using original data from Rio de Janeiro's 2012 municipal elections, it shows that party officials provide Afro-Brazilian candidates significantly less airtime than their white counterparts, even after controlling for theoretically important nonracial candidate characteristics. Moreover, it shows that there are racial differences in how candidates use the airtime they are awarded. Afro-Brazilian candidates are nearly ten times more likely than whites to focus on racial issues in their campaign ads. These results provide new insight about why Afro-Brazilians are rarely elected to public office and, when elected, the types of issues they may address.</abstract><cop>PITTSBURGH</cop><pub>Latin Amer Studies Assoc</pub><doi>10.25222/larr.888</doi><tpages>18</tpages><oa>free_for_read</oa></addata></record> |
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| subjects | Advertisements Advertising Area Studies Campaigns Candidates Election results Electioneering Elections Elites Inequality Latin American cultural groups Local elections Marginality Nominations Political advertising Political aspects Political behavior Political campaigns Political factors Political parties Political representation Politicians Politics Public opinion Race Racial differences Racism Social aspects Social exclusion Social Sciences Television Television advertising Television and politics Television programming Tempo Voter behavior Voters |
| title | Candidate Advertisements and Afro-Brazilian Political Marginalization |
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