Changes in Venezuelan Political Dialogue: The Role of Advertising During Electoral Campaigns

Abstract

In this article I examine the role of political advertisements in electoral campaigns and show aspects of the political dialogue in Venezuela since 1958, with special reference to the actors involved in the deterioration of the democratic system. The political turn-taking of the traditional parties is described briefly and then three electoral campaigns for electing a President are examined through a sample of 1496 advertisements published in El Nacional. Economic and political changes are discussed in the light of the number and class of texts published in each campaign. The turn-taking for discrediting the opponent is examined in more detail and attention is given to the multi-directional interaction through advertisements. It is claimed that these advertisements form a class of their own and, although they are indicators of the economic power of political groups, more attention must be given to the discourse of the newspaper that houses them.