Interrompendo a programação: espetacularização no horário gratuito de propaganda eleitoral dos candidatos à governador nas eleições em Mato Grosso do Sul (1998)

Abstract

This research aims to analyze the spectacularization present in the Free Electoral Propaganda Time (HGPE) of the candidates for governor in the election held in Mato Grosso do Sul in 1998. The candidates Ricardo Bacha, Pedro Pedrossian and José Orcírio Miranda dos Santos will be analyzed. (Zeca from PT). From the theoretical perspective of the renewed political history, the hypothesis built was based on two observations: the victory of candidate Zeca of the PT, possibly interrupting a relay cycle in the power of the state of Mato Grosso do Sul from political oligarchies since its inception. 1977, and the appropriation of television language by candidates in the Electoral Propaganda Free Hours. This research also seeks to contribute both to the general scope of HGPE-related research in the field of History, as well as to research involving the political history of Mato Grosso do Sul. By analyzing the content of the candidate videos displayed on the eve of the election, we observe that the strategic marketing logic of advertising is evident in the construction of the content, producing meaning effects in the intention to persuade voters.