Persistent Patterns: Evaluating Media Funding During Brazil’s First Left-Wing Governments

Abstract This article examines the public policies of media advertising financing in Brazil during the Workers’ Party ( pt ) administrations (2003–2016) and their impact on media ownership concentration. The study argues that while pt governments increased investments in government advertising, these policies failed to promote media deconcentration, reinforcing traditional media conglomerates instead. By applying a theoretical framework that contrasts negative and positive liberty, this study explores how the government’s market-driven approach limited the potential for media democratization and stifled alternative media initiatives. The findings reveal significant imbalances in the redistribution of advertising funds, disproportionately benefiting dominant media groups, particularly in television, and raising critical concerns about media pluralism and the role of the state in shaping communication systems. This study highlights the complex dynamics between media funding and democratic communication, offering important insights into the limitations of government media policies and their implications for media diversity in Brazil. Finally, policy recommendations are provided to promote media plurality and enhance democratic communication.