Abstract
The article contends that Brazils Horario Gratuito de Propaganda Eleitoral (under which parties are granted free airtime for political campaign advertisements) can be contrasted with the Brazilian electoral systems tendency to produce purely individualistic legislative campaigns. The central hypothesis is that the way in which Brazilian political parties organize their candidates participation in these time slots has substantial consequences both for their public image as well as for their poll performance. The first section of the article defines the more general characteristics of political representation in Brazil within the framework of traditional political science interpretations. The second section underscores the growing importance of studies on election campaigns and party presence in the media. Within this context, the evolution of the HGPEs historical importance as a campaign space is examined. The third section presents our model of analysis of the HGPE, highlighting its effects on relations between parties, on the one hand, and their candidates and potential voters, on the other. Rio de Janeiros proportional elections of 1994 and 1996 are taken as a case study. The article concludes that the HGPE acts as a tool for informally ranking party lists in Brazil.
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