Radio propaganda: Lula and Flávio focus on attacks

The rise of the G1 based on the electoral propaganda insertions of Lula (PT) and Flávio Bolsonaro (PL) on the radio during the second round shows that the campaigns focused their strategies on attacks on their respective opponents and on topics such as "change" and the "end of the 6x1 scale". The pieces analyzed are registered in the Superior Electoral Court (TSE) and were transmitted between October 8 and 15.

In the second round, the free election propaganda on radio and TV is divided between the electoral time, which is shown for 10 minutes from Monday to Saturday, and the inserts, which are distributed throughout the programming and can last between 30 seconds and 1 minute. In total, Flávio presented 15 unpublished insertions, with 1,199 words. Lula recorded 17 insertions, of which 10 were original and 7 were repeated. There were 1,415 words in the plays. The analysis disregarded grammatical connectives, articles, prepositions and verbs without context.

More cited terms reveal distinct strategies

The most mentioned terms in Flavian campaign are "Brazil", with 29 mentions; "Flavian", with 22 occurrences; and "Lula", with 18. Lula's campaign focused on "Lula", with 23 occurrences; "Flávio", with 16, and "end of the 6x1 scale", with 15. In the transcription of the candidates' advertisements, mentions of the candidates' own name and ballot box number come in the context of the campaign, such as "Vote Lula, vote 13" or "Flávio 22".

These numbers indicate that Flávio seeks to associate his image with the idea of nation and change, while Lula reinforces his own candidacy and the labor agenda. Repeating the opponent’s name is also a common tactic for fixing negative comparisons in the electorate.

Discourse of change versus fear of return

Flávio’s campaign wants to reinforce the discourse of “change” in the second round and seek the support of voters dissatisfied with the Lula government. "Brazil wants change" became the main motto of the PL candidate in speeches and advertisements. On the other hand, according to a Quaest survey released on Wednesday, the fear of the return of the Bolsonaro family to power ties with the fear of Lula’s reelection, with 43% each.

This scenario of technical tie in the sentiment of the electorate reflects the polarization of the dispute. While Flávio tries to capitalize on the current government’s wear and tear, Lula explores the fear of setbacks associated with bolsonarism.

6x1 end of scale dominates final straight

The end of the 6x1 scale, enacted on Friday, also became a strategic theme for the two candidates in this final campaign straight. While Lula had the agenda as one of the main banners of the candidacy, Flávio opposed the proposal, proposing a discussion on hiring by working hours.

In the face of pressure for approval, the candidate of the PL changed his position and voted in favor of the proposal in the Senate, which had only 1 vote against — that of Senator Hamilton Mourão (Republicanos-RS), former deputy of Jair Bolsonaro. Flavio’s turn on the theme is exploited by Lula as inconsistency, while the PL candidate tries to minimize the retreat and focus on other guidelines.

For the voters of Ponta Grossa and Campos Gerais, the national dispute is reflected in the insertions carried on local radios, which repeat the contents of the pieces registered on TSE. Radio advertising remains a relevant channel to reach voters who do not follow the campaign on the internet or television.

The source did not detail whether the insertions had specific regional delivery, but the content is the same across the country. The final straight promises to intensify the attacks and the proposals, with the two candidates seeking each vote to define the election.

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