Candidate Advertisements and Afro-Brazilian Political Marginalization

Latin American Research Review, Forthcoming

55 Pages Posted: 30 Oct 2020 Last revised: 5 Mar 2021

See all articles by Andrew Janusz

Andrew Janusz

University of Florida - Department of Political Science

Luiz Augusto Campos

Universidade do Estado do Rio de Janeiro (UERJ) - Institute of Social and Political Studies

Date Written: August 1, 2018

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 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 resources disparities. We contend that racial considerations influence how party elites distribute television airtime and therein contribute to the political marginalization of Afro-Brazilians. Using original data from Rio de Janeiro’s 2012 municipal elections, we show party officials provide Afro-Brazilian candidates significantly less airtime than their white counterparts, even after controlling for theoretically important non-racial candidate characteristics. Moreover, we find 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, if elected, the types of issues they may address.

Keywords: Campaigns, Elections, Resources, Advertising, Brazil, Race, Political Parties

Suggested Citation

Janusz, Andrew and Campos, Luiz Augusto, Candidate Advertisements and Afro-Brazilian Political Marginalization (August 1, 2018). Latin American Research Review, Forthcoming, Available at SSRN: https://ssrn.com/abstract=3690578 or http://dx.doi.org/10.2139/ssrn.3690578

Andrew Janusz (Contact Author)

University of Florida - Department of Political Science ( email )

234 Anderson Hall
P.O. Box 117325
Gainesville, FL 32611-7325
United States

Luiz Augusto Campos

Universidade do Estado do Rio de Janeiro (UERJ) - Institute of Social and Political Studies ( email )

Rio de Janeiro, Rio de Janeiro
Brazil

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