Referencias mediáticas, visibilidad y discursos antimediáticos: medios y políticos brasileños durante la campaña electoral

• Goulart Massuchin, Michele ^[1] ; Pereira de Souza, Raquel Mirian ^[1] ; Orso, Maíra ^[1] ; Kei Namise, Daniel ^[1] ; Copatti Salvador, Renata ^[1]
  1. [1] Universidade Federal do Paraná

     Universidade Federal do Paraná

     Brasil

     
• Localización: Comunicación y sociedad, ISSN 2448-9042, ISSN-e 0188-252X, Nº. 22, 2025
• Idioma: español
• DOI: 10.32870/cys.v2025.9003
• Títulos paralelos:
  • Media references, visibility and anti-media discourses: the relationship between the media and Brazilian candidates during the electoral campaign
• Enlaces
  • Texto completo
• Resumen
  • español

    El presente estudio analiza el modo en que los actores políticos incorporaron los medios de comunicación en sus discursos durante las elecciones brasileñas de 2024. A partir de un análisis de contenido de 26 823 publicaciones en Instagram, correspondientes a 78 candidaturas, se identificó un predominio de referencias positivas hacia los medios. En contraste, los discursos de carácter antimediático se manifestaron con mayor frecuencia entre candidaturas situadas en el espectro político de derecha. Los hallazgos aportan al debate sobre el sistema mediático híbrido, al subrayar la relevancia de los medios locales y regionales, así como la centralidad del periodismo en las narrativas de campaña.

  • English

    This study investigates how political actors engaged with and incorporate the media references into their discourse throughout the 2024 Brazilian electoral process. Based on a content analysis, 26 823 Instagram posts from 78 candidates were examined. The data reveal a predominance of positive mentions of the media, while anti-media discourse appears to be more characteristic of the right-wing spectrum. The findings contribute to the debate on the hybrid media system, highlighting the relevance of local and regional media, as well as the centrality of journalism in campaign discourse.

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