PERSONAGENS INFANTIS DO CINEMA NA PROPAGANDA: UMA ESTRATÉGIA NA COMUNICAÇÃO AO PEQUENO CONSUMIDOR

Esta pesquisa tem como foco o varejo de produtos alimentícios que estão em amplo crescimento comercial com o uso de imagens de personagens de cinema infantil na propaganda para potencializar as marcas no mercado. O objetivo é conhecer e interpretar de forma científica, como o uso de imagens de personagens de cinema infantil na publicidade pode resultar no desejo de consumo pelo pequeno consumidor. A metodologia por experimento com crianças de 4 a 6 anos de idade serviu como base para que a questão da pesquisa fosse respondida a partir da aplicação de uma simulação de um ponto direto de venda (PDV). Biscoitos recheados com aplicação nas embalagens de personagens de cinema infantil assim como personagens de publicidade ficaram à disposição de compra do pequeno consumidor. Na conclusão do experimento, observa-se que a questão da pesquisa foi respondida, ressaltando que a publicidade de produtos alimentícios infantis com aplicação de personagens publicitários mantém condições de venda mais favoráveis do que publicidade de produtos alimentícios infantis com aplicação de personagens de cinema infantil, o que cria uma aversão ao discurso do senso comum.(AU)

A CAMPANHA ELEITORAL DE GETÚLIO VARGAS NO CINEMA EM 1950

Estudo pioneiro que tem como objetivo verificar qual foi a imagem construída de Getúlio Vargas através do cinema, mais especificamente, por meio do cinejornal, verificando como o resultado dessa imagem construída foi utilizado no período eleitoral de 1950, levando em conta as ações de propaganda política, ideológica e eleitoral. Temos como objeto de pesquisa a presença de Getúlio Vargas nos cinejornais veiculados no período de campanha presidencial de 1950 analisados com base na análise de conteúdo qualitativa. Trabalhamos também metodologicamente com a pesquisa documental e histórica, já que abordamos o governo de Vargas, seu suicídio e posteriormente, o histórico dos presidenciáveis que sucederam-no no poder, por isso foi feito um recolhimento de documentos disponíveis daquela época para endossar o trabalho. Concluímos que apesar da campanha eleitoral, política e ideológica de Vargas ter sido estruturada de forma minuciosa, atingindo o objetivo esperado nas urnas, a oposição intensiva dos partidos e da imprensa resultou em um fim trágico que marcou a história da política brasileira.(AU)

A IMPRENSA NA CONSTRUÇÃO DA IMAGEM PÚBLICA DO CANDIDATO AFFONSO PENNA NA ELEIÇÃO DE 1906

O presente trabalho tem por objetivo analisar o período de propaganda eleitoral à presidência da República de 1906, centrando seu objeto no candidato único para presidente, o mineiro, Affonso Penna. Nesse sentido procura-se trabalhar, especificamente, o papel da imprensa na candidatura e na construção da imagem pública, no transcurso entre agosto de 1905 a fevereiro de 1906, em dois jornais cariocas: o Correio da Manhã e o jornal O Paíz. Entre eles, a menção de Penna pode ser analisada apenas nas Cartas Mineiras do Correio da Manhã, a qual apresenta o percentual de 37% de conteúdos sobre o candidato. Desses, 54,5%, relacionam-se às suas caracterizações imagéticas e os 45,5% a sua candidatura. Quanto à construção da etapa teórica remete às obras que incluem o universo da comunicação, da propaganda política e ideológica, principalmente, na ótica brasileira. Procura-se, também, descrever a trajetória política de Affonso Penna, tendo como pano de fundo o ambiente político. Como método de coleta de dados, cita-se as pesquisas bibliográficas e documentais e como instrumento de investigação a análise de conteúdo.(AU)

EMBALAGEM-ANÚNCIO: A MENSAGEM DA PROPAGANDA NO PONTO-DE-VENDA

O trabalho aborda a embalagem através de sua função de comunicação sob a perspectiva da comunicação integrada de marketing. Especificamente, aborda como a embalagem reproduz a mensagem da propaganda no ponto-de-venda detalhando, pelo objetivo geral de descrição, a análise e sistematização do processo de uso da embalagem como suporte de campanhas publicitárias expandindo o objetivo da comunicação integrada de marketing CIM. A metodologia consiste no método qualitativo com o procedimento de pesquisa descritiva aplicando as estratégias investigativas pesquisa bibliográfica, pesquisa documental e entrevista em profundidade que permitiram concluir que sob a perspectiva da comunicação integrada de marketing, a ampliação da função de comunicação da embalagem permite a reprodução da mensagem da propaganda no ponto de venda pelo estabelecimento da unificação de elementos entre as mensagens veiculadas na propaganda televisiva e embalagem.(AU)

MÍDIA E MARKETING POLÍTICO: A CAMPANHA ELEITORAL DE FERNANDO HENRIQUE CARDOSO PARA PRESIDENTE, NAS PÁGINAS DA REVISTA VEJA EM 1994

Esta dissertação tem como objetivo verificar, de acordo com o conceito de marketing político, como se deu a construção da imagem pública do ex-presidente Fernando Henrique Cardoso na revista Veja durante as eleições presidenciais de 1994. Para tanto, analisou-se 19 edições desse periódico, todas relativas ao período de junho a outubro do referido ano. Estudou-se a propaganda ideológica e suas categorias, como codificação, controle ideológico, contrapropaganda e difusão, presentes no material empírico analisado. Este trabalho desenvolveu-se à luz dos procedimentos metodológicos referentes ao Estudo de Caso enquanto tipo ou estratégia de pesquisa. Entre as técnicas para a coleta de dados, realizou-se a Análise de Conteúdo de natureza quantitativa e qualitativa dos dados pesquisados e entrevista com o próprio ex-presidente. Por meio deste estudo obteve-se os seguintes resultados: Fernando Henrique Cardoso teve o maior volume em centímetro/coluna em relação ao seu opositor, o candidato Luiz Inácio Lula da Silva. Em relação aos códigos utilizados nas matérias analisadas, o volume maior em centímetro/coluna ocorreu no código linguístico, significando que a revista Veja deu mais ênfase às palavras, às frases e aos parágrafos que compõem as estruturas articuladas, segundo os padrões históricos e culturais da língua portuguesa. No que diz respeito aos gêneros informativos, o volume maior em centímetro/coluna foi em reportagem, isso significa que a revista enfatizou os fatos que repercutiram e produziram efeitos na sociedade, e que foram percebidos pela revista. Concluise que as matérias publicadas fortaleceram significativamente a sua imagem perante os leitores da Veja, favorecendo-o em relação ao seu opositor, mas não chegaram a elegê-lo.(AU)

A PROPAGANDA POLÍTICA NA CONSTRUÇÃO DO IMAGINÁRIO COLETIVO NO CINEMA DE RESISTÊNCIA: Estudo de caso do filme Jango de Silvio Tendler

Este estudo tem como objetivo propor uma análise do modo como se constrói a representação da imagem eleitoral de João Goulart, sob a ótica da propaganda política no cinema brasileiro no período pós-ditadura. Para a realização desse objetivo contamos com o longa-metragem de Silvio Tendler de 1984, intitulado Jango. Cremos que este estudo se justifica por contribuir para identificar, compreender e mapear o imaginário da sociedade brasileira sobre João Goulart. Para o desenvolvimento do tema foram analisadas teorias de marketing político, propaganda ideológica e persuasão. A pesquisa foi norteada pelo método qualitativo e aplicadas as técnicas de pesquisa histórica e estudo de caso. Concluímos que o Filme de Silvio Tendler reconstruiu a imagem de João Goulart ressaltando seu papel na luta pelas reformas de base. A mistificação de Jango foi exposta no documentário expositivo.

Essays on Development Policy and the Political Economy of Conflict

Electoral Rules and Leader Selection: Experimental Evidence from Ugandan Community Groups. Despite a large body of work documenting how electoral systems affect policy outcomes, less is known about their impact on leader selection. We study this by comparing two types of participatory decision making in Ugandan community groups: (i) vote by secret ballot and (ii) open discussion with consensus. Random assignment allows us to estimate the causal impact of the rules on leader types and social service delivery. Vote groups are found to elect leaders more similar to the average member while discussion group leaders are positively selected on socio-economic characteristics. Further, dropout rates are significantly higher in discussion groups, particularly for poorer members. After 3.5 years, vote groups are larger in size and their members save less and get smaller loans. We conclude that the secret ballot vote creates more inclusive groups while open discussion groups favor the already economically successful. Preparing for Genocide: Community Meetings in Rwanda. How do political elites prepare the civilian population for participation in violent conflict? We empirically investigate this question using data from the Rwandan Genocide in 1994. Every Saturday before 1994, Rwandan villagers had to meet to work on community infrastructure. The practice was highly politicized and, according to anecdotal evidence, regularly used by the political elites for spreading propaganda in the years before the genocide. This paper presents the first quantitative evidence of this abuse of the community meetings. To establish causality, we exploit cross-sectional variation in meeting intensity induced by exogenous weather fluctuations. We find that an additional rainy Saturday resulted in a five percent lower civilian participation rate in genocide violence. Selection into Borrowing: Survey Evidence from Uganda. In this paper, I study how changes to the standard credit contract affect loan demand and selection into borrowing, using a representative sample of urban micro enterprises, most with no borrowing experience. Hypothetical loan demand questions are used to test whether firm owners respond to changes in loans' contractual terms and whether take-up varies by firms' risk type and other firm owner characteristics. The results indicate that contracts with lower interest rates and less stringent collateral requirements attract less risky borrowers, suggesting that there is scope for improvement of standard financial contract terms. Credit Contract Structure and Firm Growth: Evidence from a Randomized Control Trial. We study the effects of credit contract structure on firm outcomes among small and medium sized firms. A randomized control trial was carried out to distinguish between some of the key constraints to efficient credit use connected to the firms' business environment and production function, namely (i) backloaded returns (ii) uncertain returns and (iii) indivisible fixed costs. Each firm was followed for the 1-year loan cycle. We describe the experiment and present preliminary results from the first 754 out of 2,340 firms to have completed the loan cycle. Firms offered a grace period have higher profits and higher household income than firms receiving a rebate later on as well as the control group. They also increased the number of paid employees  and reduced the number of unpaid employees, an effect also found among firms that received a cash subsidy at the beginning of the loan cycle. We discuss potential mechanisms behind these effects.

The extent of the population paradox in the Hungarian electoral system

The Hungarian mixed-member electoral system, adopted in 1989, is one of the world’s most complicated electoral systems, and, as this paper demonstrates, it suffers from the "population paradox". In particular, the governing coalition may lose as many as 8 seats either by getting more votes or by the opposition obtaining fewer votes on each territorial list.

The unintended [or intended?] political consequences of electoral systems: The case of Bolivia

The present study was concerned with evaluating one basic institution in Bolivian democracy: its electoral system. The study evaluates the impact of electoral systems on the interaction between presidents and assemblies. It sought to determine whether it is possible to have electoral systems that favor multipartism but can also moderate the likelihood of executive-legislative confrontation by producing the necessary conditions for coalition building. ^ This dissertation utilized the case study method as a methodology. Using the case of Bolivia, the research project studied the variations in executive-legislative relations and political outcomes from 1985 to the present through a model of executive-legislative relations that provided a typology of presidents and assemblies based on the strategies available to them to bargain with each other for support. A complementary model that evaluated the state of their inter-institutional interaction was also employed. ^ Results indicated that executive-legislative relations are profoundly influenced by the choice of the electoral system. Similarly, the project showed that although the Bolivian mixed system for legislative elections, and executive formula favor multipartism, these electoral systems do not necessarily engender executive-legislative confrontation in Bolivia. This was mainly due to the congressional election of the president, and the formulas utilized to translate the popular vote into legislative seats. However, the study found that the electoral system has also allowed for anti-systemic forces to emerge and gain political space both within and outside of political institutions. ^ The study found that government coalitions in Bolivia that are promoted by the system of congressional election of the president and the D'Hondt system to allocate legislative seats have helped ameliorate one of the typical problems of presidential systems in Latin America: the presence of a minority government that is blocked in its capacity to govern. This study was limited to evaluating the impact of the electoral system, as the independent variable, on executive-legislative interaction. However, the project revealed a need for more theoretical and empirical work on executive-legislative bargaining models in order to understand how institutional reforms can have an impact on the incentives of presidents and legislators to form coherent coalitions. ^

The electoral geography of the Slovak Republic: A comparison of the 1994, 1998, and 2002 parliamentary elections

In what can rightly be said to be one of the most dramatic geopolitical shifts in modern times, the collapse of communist regimes in Central Europe and the former Soviet Union brought about dramatic changes in the entire region. As a consequence, wide ranging political, economic, and social transformations have occurred in almost all of these countries since 1989. The Slovak Republic, as a newly democratic country, went through the establishment of the electoral and party systems that are the central mechanisms to the formation of almost all modern democratic governments. The primary research purpose of this dissertation was to describe and explain regional variations in party support during Slovakia’s ten years of democratic transformation. A secondary purpose was to relate these spatial variations to the evolution of political parties in the post-independence period in light of the literature on transitional electoral systems. Research questions were analyzed using both aggregate and survey data. Specifically, the study utilized electoral data from 1994, 1998, and 2002 Slovak parliamentary elections and socio-economic data of the population within Slovak regions which were eventually correlated with the voting results by party in the 79 Slovak districts. The results of this study demonstrate that there is a tendency among voters in certain regions to provide continuous support to the same political parties/movements over time. In addition, the socio-economic characteristics of the Slovak population (gender, age, education, religion, nationality, unemployment, work force distribution, wages, urban-rural variable, and population density) in different regions tend to influence voting preferences in the parliamentary elections. Finally, there is an evident correlation between party preference and the party’s position on integration into European Union, as measured by perceived attitudes regarding the benefits of EU membership.

Determinants and effects of electoral party coalitions: The case of Brazil

Since the 1985 return to democracy, Brazilian politicians have resorted to vote-pooling arrangements to elect representatives. A puzzle thus presents itself: What drives parties to join these electoral cartels? The dissertation unraveled the incentives party elites have to participate in coalitions under a presidencialist system of government. I also investigated the effect of electoral coalitions on congressional representation. I applied a model of binary outcomes and relied on standard deviations to assess the ideological homogeneity/heterogeneity of electoral coalitions. I also calculated the Index of Disproportionality to measure the gaps between the proportion of votes and seats received by all parties in Brazil with and without electoral coalitions. Finally, I assessed the effects of the electoral formula on proportionality. An unexpected exogenous factor resulted crucial in explaining proportional electoral coalition building: The district's majoritarian election for governor. In each district, political actors often synchronize coalition partners to maximize winning results while minimizing electoral efforts.

Electoral rules and elite recruitment: A comparative analysis of the Bundestag and the U.S. House of Representatives

In this research, I analyze the effects of candidate nomination rules and campaign financing rules on elite recruitment into the national legislatures of Germany and the United States. This dissertation is both theory-driven and constitutes exploratory research, too. While the effects of electoral rules are frequently studied in political science, the emphasis is thereby on electoral rules that are set post-election. My focus, in contrast, is on electoral rules that have an effect prior to the election. Furthermore, my dissertation is comparative by design.^ The research question is twofold. Do electoral rules have an effect on elite recruitment, and does it matter? To answer these question, I create a large-N original data set, in which I code the behavior and recruitment paths and patterns of members of the American House of Representatives and the German Bundestag. Furthermore, I include interviews with members of the said two national legislatures. Both the statistical analyses and the interviews provide affirmative evidence for my working hypothesis that differences in electoral rules lead to a different type of elite recruitment. To that end, I use the active-politician concept, through which I dichotomously distinguish the economic behavior of politicians.^ Thanks to the exploratory nature of my research, I also discover the phenomenon of differential valence of local and state political office for entrance into national office in comparative perspective. By statistically identifying this hitherto unknown paradox, as well as evidencing the effects of electoral rules, I show that besides ideology and culture, institutional rules are key in shaping the ruling elite. The way institutional rules are set up, in particular electoral rules, does not only affect how the electorate will vote and how seats will be distributed, but it will also affect what type of people will end up in elected office.^

Ballots for Equality: An Approach to the Radical Tradition in U.S. Electoral Politics

Posing radical challenges to structural inequality is the defining quality of the Left. What role electoral politics might play in such processes is a dilemma of radical politics, the contours of which vary by historical and national contexts. For the U.S. Left there is a distinctive aspect of the dilemma directly related to the failure of a "Left" party of even the most moderate social democratic type to take root, creating a seemingly never ending debate over the value if any of "third party" progressive organizing. This debate is current, as illustrated by three divergent approaches; independent left electoral politics (Socialist Alternative), organizing within the less conservative of the dominant parties (Progressive Democrats of America), and a social movement focus outside the electoral process (Occupy Movement). The present day examples of alternative Left strategies noted here in passing are but three of many such specific organizational options for progressive politics. This article does not seek to advocate for any one of these options to the exclusion of the others but rather seeks to provide historical perspective.