Chapter 23: On and off: representations and omissions of youth activism in political campaign ads (Brazil and Argentina, 1980s and 2010s)
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Political linkage, that is, the shaping of political identities and commitment, has undergone transformations since the return to democracy in Argentina and Brazil. As part of that process, as well as other global and technological changes, electoral campaigning has also experienced a reconfiguration over the years. With professionalization, the linkage between candidates, grassroots activists and voters mutated, and so did electoral campaign ads, for example, in their visual portrayal of political activism. At the same time, in the twenty-first century, youth have become a critical political actor in targeted campaign appeals. Within those wider processes, the goal of this chapter is to analyze representations of youth activism in electoral campaign TV ads of the most voted candidates in Argentina and Brazil in two periods: the late 1980s and the 2010s. We carry out content analysis of political advertising from a qualitative methodological perspective, interpreting messages and the use of images.

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