ABSTRACT
The chapter analyses the historical evolution of televised debates in Brazil, with a focus on the eight presidential elections that followed the 1985 transition to democracy. After discussing the main features of Brazil’s political and media systems, we investigate the levels of exposure to televised debates and the factors that determine the viewership and effects of debates. The analysis highlights the high frequency of televised presidential debates in Brazil, with an average of six debates per election. While the audience ratings for debates are often low, the chapter shows that they achieve substantial levels of general exposure, with a significant number of voters either watching debates or learning about them from other sources. Empirical tests show that debate viewership is higher among older voters, voters with more education, and especially among voters who have already made up their minds about a candidate. The chapter concludes by inviting more research about the relationship between presidential debates and the intensification of political polarisation. Considering the rapid and significant growth of the Internet, we also argue that the future of Brazil’s democracy will depend on making use of the full potential of digital technologies to create more vibrant and participatory forms of debate that go beyond the current broadcasting-centered model.
