GUEVARA, Alfredo Ascanio. Opposition and pragmatism: the behavior of the press in a presidential election. []. , 10, pp.15-27. ISSN 1806-5821.

Abstract Based on the results of several vote intension researches, as well as of "no directed researches" realized by two high circulation newspapers, the author utilized the "content analysis" tool to examine the electoral behavior during the 1998's Venezuelan presidential pre-campaign and campaign. As results were find that the majority of the voting citizens move away the write press agenda. However, newspapers those present only the preoccupation to sell the news as merchandise, decided to dedicate the greater media covering on candidate that has been present as marketable novelty. © Ciências & Cognição 2007; Vol. 10: 15-27.

: content analysis; newspaper agenda; presidential election; vote intention.

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