WOMANS IN POLITICS: THE PRESENCE OF FEMALE CANDIDATES ON THE 2014 ELECTORAL ADVERTISING ON TV

Abstract

The paper analyzes the presence of female candidates for the positions of Federal and State Deputies in the 2014 free electoral advertising on television, in Brazil. Since the implementation of the quotas law, parties are required to submit at least 30% female candidates to run the election. But do women competitors have an equal distribution of advertising time when compared to men? With this question in view, the paper seeks to map the time of appearance intended for these candidates and identify if there are differences between the parties, observing the most recent election. The methodology used is the quantitative content analysis and the results indicate that women are still underrepresented in the electoral advertising, although this difference has diminished compared to previous elections.The paper analyzes the presence of female candidates for the positions of Federal and State Deputies in the 2014 free electoral advertising on television, in Brazil. Since the implementation of the quotas law, parties are required to submit at least 30% female candidates to run the election. But do women competitors have an equal distribution of advertising time when compared to men? With this question in view, the paper seeks to map the time of appearance intended for these candidates and identify if there are differences between the parties, observing the most recent election. The methodology used is the quantitative content analysis and the results indicate that women are still underrepresented in the electoral advertising, although this difference has diminished compared to previous elections.