This article has as its starting point the analysis of some data collected in previous studies about the partisan image built by Brazilian political parties in electoral campaigns, adding data and information from the 2010 presidential elections. However, it is not only adding new data to a prior analysis. The goal is to build a diagnosis of partisan image which has been projected in presidential campaigns in Brazil, between 1989 and 2010. The discussion of the quantitative data is followed by a qualitative analysis related specifically to the 2010 campaign. The objective is to analyze the most relevant aspects of the role of political parties in the campaigns of the two leading candidates in contention: Dilma Rousseff (PT) and Jose Serra (PSDB). The discussion on the role of the PSDB in the candidacy of Jose Serra has focused on anti-party discourse undertaken by his television campaign. The discussion on the role of PT in the candidacy of Dilma Rousseff has focused at the President Lula's participation in her campaign on television, analyzing the role of leadership in contemporary electoral dynamics.
partisan image; electoral campaign; political parties; presidential elections
