Representações da militância juvenil em campanhas eleitoraisna televisão: Brasil e Argentina através do tempo

This paper seeks to analyse how electoral campaign ads on TV visually portray youth activism. It focuses on the presidential campaigns of the two most voted candidates in two Latin American countries, Argentina and Brazil, and it compares two different periods: the late 1980s and the 2010s. The aim is to understand these audiovisual representations of political youth activism within the background of wider and intertwined processes, such as the transformations of the political linkage -that is, the shaping of political identities and political commitment-since the return to democracy in both countries; and also the reconfiguration and professionalization of electoral campaigning through the years (and, thus, a mutation in the linkage between candidates, grassroots activists and voters). With a sample of 12 candidates’ campaigns, we carry out content analysis of political advertising (TV spots in Argentina and electoral TV programs or HGPE in Brazil) from a qualitative methodological perspective, tracking and interpreting messages and the use of images in order to understand how youth activism is portrayed in political campaigns.