Logic and Emotion in Public Discourse
Edited by Ofer Feldman
Chapter 12: Emotion, reason, and political attacks on Facebook: the use of rhetorical appeals in the 2014 Brazilian presidential race
This chapter analyzes how Facebook worked as an environment for negative campaigning in the 2014 Brazilian presidential elections. More specifically, we investigate the Facebook posts published by the two leading candidates – Dilma Rousseff (Workers’ Party) and Aécio Neves (Brazilian Social Democracy Party) – in order to answer the following questions: (1) What were the most common rhetorical appeals used by the candidates during the dispute? (2) How did the use of these appeals vary throughout the dispute? (3) How may the attacks have influenced voters’ perception of the candidates considering the results of the opinion polls? The results indicate that Rousseff and Neves preferred to use emotional appeals in their publications. Moreover, Neves may have been a victim of the so-called “boomerang effect” – especially in the second round, when he faced a decrease in his voting intentions after deciding to sponsor more negative ads on Facebook.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.