Elections to the mayors in Brazil: electoral propaganda and the profile of winning candidates in 2016

Abstract

Amid the post impeachment context, the elections in 2016 highlighted a possible reconfiguration of Brazilian politics. In this sense, the research aims to study what are the themes that were most dealt with by some of the elected candidates to the City Halls who represent this reconfiguration. The analytical category based on the Content Analysis that was carried out in this study was the Free Political Advertising Time in television of the following candidates; (PSDB-Manaus), Geraldo Júlio (PSB-Recife), Íris Rezende (PMDB-Goiânia), João Dória (PSDB-São Paulo), Marcelo Crivella (PRB- Rio de Janeiro), Rafael Greca (PMN-Curitiba) and Roberto Cláudio (PDT-Fortaleza). The results point to these candidates' general choice to reinforce their own personal characteristics rather than discussing political proposals or ideas of social interest, such as health politics or public security.