Free Partisan Advertising: dilemmas and implications for the political parties and Brazilian political communication

This paper seeks to highlight the features of Brazilian Partisan Propaganda (BPP), a kind of advertisement offer by the Brazilian State to the political parties on national radio and television network, in the non-electoral period. This is an object of character eminently partisan, whose goal is to provide an opportunity for the parties to present its identity and political program to the population. On the other hand, the BPP should also be perceived by its bias propaganda, whose application to the world of politics (notably through political and election campaigns) has been defined by the practices of image enhancement of the candidates – at the expense of collective elements. As a result, issues such party decline, personalization and professionalization of politics, become increasingly relevant, guiding the study developed here.