Framing Controversies: Television and the 2002 Presidential Election in Brazil

This article investigates the role of television in the first round of the 2002 Brazilian presidential election. Content analysis and survey data are used to show that TV news and political advertising led to important framing effects. On the one hand, exposure to the most watched newscast, TV Globo's Jornal Nacional, led voters to support the interpretive frame that was promoted by President Fernando Henrique Cardoso's administration and by financial markets. This frame emphasized the need to keep inflation under control and to protect the stability of the economy. On the other hand, exposure to political advertising led voters to reject this frame, since opposition candidates used their programs to emphasize Brazil's social problems, especially poverty, hunger, and social inequality, as the most important issues.