O dispositivo horário gratuito de propaganda eleitoral: uma análise de suas características comunicacionais e estratégias de endereçamento

Abstract

The Free Electoral Advertising Schedule (HGPE) is part of the Brazilian democratic and television culture, being an important tool for strengthening citizenship. The present study investigates how different audiovisual devices are articulated in the HGPE, configuring itself as a social device, in the sense of Foucault (1996), Agamben (2005; 2008), Deleuze (1996) and Braga (2011; 2017). Eco's thought (1979, 1993) on the author and reader model and addressing for understanding the dynamics of interaction and power between candidate and voters in the HGPE scope is also fundamental in the research. Taking as an object of analysis the television programs of the then candidate Cícero Lucena for the mayoralty of João Pessoa in 2020, it was possible to demonstrate the articulation of the documental device, telereportage and marketing in the constitution of the HGPE.