Descrição
A eleição presidencial de 2014, apesar de ter sido a sexta polarizada entre PT e PSDB, foi uma das mais acirradas nas últimas décadas, com a vitória apertada de Dilma Rousseff (PT). A presidente reeleita passou a enfrentar resistências, principalmente da base aliada, que, no primeiro ano do seu segundo mandato, ficou reduzida a poucos partidos e congressistas. O PMDB, maior partido do Congresso e da coalizão, uniu-se à oposição para articular o processo de impeachment da presidente. O artigo estuda as ênfases e narrativas construídas pelos três maiores partidos do Brasil (PT, PMDB e PSDB) em suas Propagandas Partidárias Gratuitas (PPG) durante o contexto da crise política. O trabalho toma como base as discussões sobre interface mídia e política, campanha permanente e especificidades da propaganda política.||The presidential elections of 2014 in Brazil, despite being the sixth one polarized between the PT and the PSDB political parties, has been one of the toughest within the last decades, with a very short-advantage victory of Dilma Rousseff (PT). As soon as the electoral process was over, she and her government started facing a great opposition even from former allies, whose number had a fast decrease in terms of political parties and congressmen in her first year of government. PMDB, the biggest political party both in the Congress and coalition, took sides with the opposition to articulate the president’s impeachment. Thus, we aim to study both the emphases and the narrative versions forged by the three main Brazilian parties (PT, PMDB, and PSDB) in their Free Official Campaign Advertising (PPG) throughout the whole context of the political crisis, based on the discussions about the intersections between media and politics, permanent campaign, and the specificities of campaign advertising (PPG).
