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By Silvio R. Waisbord


This paper examines the use of television as a political campaign tool in the 1983-1989 elections in Argentina. Campaigns were conducted against the background of a national television system that was subject to both commercial and political pressures. Initially, politicians ’ lack of experience in exploiting the medium led to a scramble for air time right before the election. Within a few years, television became the dominant form of political communication. Political candidates soon developed more sophisticated approaches to television campaigning, but failed to reach a deeper understanding of how television could facilitate the interaction between political parties and citizens in a democracy. RESUMEN El presente trabajo analiza el uso de la televisión como instrumento de campaña política en las elecciones de 1983-1989 en la Argentina. Las campañas se llevaron a cabo con el trasfondo de un sistema nacional de televisión sujeto tanto a presiones comerciales como políticas. Inicialmente, la falta de experiencia de los políticos en el uso de este medio de comunicación condujo a una rebatiña por el tiempo en el aire justo antes de la elección. Después de unos pocos años, la televisión se convirtió en la forma dominante de comunicación política. Los candidatos políticos pronto desarrollaron enfoques más sofisticados de campaña televisiva, aunque fracasaron en el logro de un entendimiento más profundo de como la televisión puede facilitar la interacción entre los partidos políticos y los ciudadanos en una democracia. Research on television and election campaigning has been concerned primarily with two dominant models of broadcasting. On the one hand, the extraordinary amount of studies on the U.S. case have dealt with a commercially driven, privately owned television system and its impac

Topics: remarkably different broadcasting structure, televisi
Year: 1993
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