Abstract
This article analyzes the discursive strategies of the candidates Dilma Rousseff, Aécio Neves and Marina Silva during the presidential election of 2014. The objective is to measure the tone of the presidential campaign based on television ads, radio ads, election debates, printed and aired candidate declarations and party messages placed on Facebook, in the first and second rounds. A review of the literature shows that this approach is unprecedented in studies of rhetoric in campaigns. In general, studies measure the incidence of negative television advertising, neglecting other channels of communication. The analysis shows that the intensity of negative advertising varies in these multiple channels according to the degree of control of the candidates on their messages, the level of interaction between the candidates and the chance of the candidate being identified as the perpetrator of the attacks.
Keywords
Public opinion; Presidential elections; Electoral campaign; Political Communication; Negative Campaign