Propaganda partidária gratuita: as narrativas dos três maiores partidos no Brasil em tempos de crise de representação

Abstract

The communication and political fields have had their boundaries increasingly indefinite, as a media space has developed, above all with the growth of a massive and far-reaching media. The mediatization of society implies new relationships and interdependence forms, which certainly alters the political arena – the information flux and images construction goes through an influences and diverse communicative modes network. In this way, political institutions, including political parties, developed their narratives in a mediatized environment, which questions their very importance as representation instruments. This question is conjunctural in Brazil. Since 2014, the year of presidential elections, a political and institutional crisis of historical proportions has deepened. The impeachment of elect-president Dilma Rouseff altered the country’s democratic normality and was followed by a general displeasure by the population towards the political class - popular dissatisfaction process initiated since the 2013 Days. In this respect, this study questions how the most traditional political parties of the country built their narratives in the Free Party Advertisements (FPA) – if, by reason of the representation crisis, they sought to rescue aspects related to historical memory, as instruments of legimation of their actions. The analysis contents selects all featured advertisements from 2014 to 2017 of “Partido dos Trabalhadores (PT)”, “Partido da Social Democracia Brasileira (PSDB)” and “Partido do Movimento Democrático Brasileiro (PMDB)”. The application of Content Analysis (BARDIN, 1977), takes place in a qualitive and quantitative strand. Among other subjects and theoretical currents approached, a study of permanent campaign concept is made, from de point of view of power disputes, beyond the elections. It’s also discussed the concept of representation and the crisis of coalition presidentialism, which has a direct link to the analyzed context.