On and Off: Representations and Omissions of Youth Activism in Political Campaign Ads in Brazil and Argentina, 1980s and 2010s.

ROCCA RIVAROLA, DOLORES

Handbook of Youth Activism.

Edward Elgar Publishing

Lugar: Cheltenham, UK/Northampton, US. ; Año: 2023; p. 337 - 351

(ACLARACIÓN A EVALUADORES/AS: EL LIBRO ENTRÓ EN PRENSA EN 2023) Political linkage, that is the shaping of political identities and political commitment, has undergone different transformations since the return to democracy in Argentina and Brazil. As part of that process, as well as other global and technological changes, electoral campaigning in both countries has also experienced a reconfiguration through the years. With professionalization, linkage between candidates, grassroots activists and voters mutated. And this had its correlate in electoral campaign ads on TV (and more recently, their counterpart in social media). For example, in terms of how they visually portray political activism (and thus, the candidates’ partisan affiliation). At the same time, in the 21st century, youth has become a critical political actor in targeted audiovisual campaign appeals. Within those wider processes and research interrogations, the goal of this chapter is to analyze visual representations of youth activism in electoral campaign TV ads of the most voted candidates in Argentina and Brazil in two different periods: the late 1980s and the 2010s. We carry out content analysis of political advertising (TV spots in Argentina and electoral TV programs or HGPE in Brazil) from a qualitative methodological perspective, tracking and interpreting messages and the use of images.También fui revisora (blind peer review) de otro capítulo del mismo libro: “The White Ribbon Movement and its Achievement in Uprooting the Conservative Thai State”, de Kanokrat Lertchoosakul.