Comunicação política e decisão de voto: o que as pesquisas revelam

Abstract

The article promotes a dialog among researchers which conducted theoretical and empirical studies on electoral behavior in Brazil, focusing on the influence of media content, political advertising and social interactions on individual vote decision. The analyses inform that voter decision is influenced by media messages, advertising strategies of the candidates and parties, as well as several social interactions that occur over the course of the political campaign. Some researchers recognize there is a need to develop new analytical models to demonstrate the communication effects on the voter decision, including online communication.