SANTOS, Marcelo Ferreira Alves dos; SOUZA, Rayra Santos de; CABRAL, Patrícia Moraes    BISSOLI, Enzo Banti. Content analysis of the 2018 brazilian presidential campaign election speech. []. , 23, 56, pp.23-39.   27--2024. ISSN 2175-1390.

The article analyzes how the 2018 presidential candidates constructed their campaign speeches, com paring them with each other and comparing different communication platforms. Starting from Laurence Bardin’s content analysis, 30 categories were formed that allowed the analysis of the speeches, profiles and postures of the candidates regarding the main themes that moved the campaign. Important differences were identified between the categories found in the debates and in their advertisements, with the latter having greater freedom to address sensitive issues. Among the candidates, there was great simi larity in the type of message conveyed, but with significant discrepancies in the content used to achieve their goals, even within shared categories. It is noticed that the dissemination of political discourse in its more traditional forms, although relevant, has lost its space to other forms of campaign, especially in a moment of instability and political polarization that lead to distrust of established institutions and anti-democratic discourses.

: Content analysis; Political Psychology; Politics (Brazil); Political Processes; Democracy.

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