MULHERES NA POLÍTICA: A PRESENÇA DAS CANDIDATAS A DEPUTADA FEDERAL NA PROPAGANDA ELEITORAL TELEVISIVA DE 2014

The paper analyzes the presence of female candidates for the positions of Federal and State Deputies in the 2014 free electoral advertising on television, in Brazil. Since the implementation of the quotas law, parties are required to submit at least 30% female candidates to run the election. But do women competitors have an equal distribution of advertising time when compared to men? With this question in view, the paper seeks to map the time of appearance intended for these candidates and identify if there are differences between the parties, observing the most recent election. The methodology used is the quantitative content analysis and the results indicate that women are still underrepresented in the electoral advertising, although this difference has diminished compared to previous elections.The paper analyzes the presence of female candidates for the positions of Federal and State Deputies in the 2014 free electoral advertising on television, in Brazil. Since the implementation of the quotas law, parties are required to submit at least 30% female candidates to run the election. But do women competitors have an equal distribution of advertising time when compared to men? With this question in view, the paper seeks to map the time of appearance intended for these candidates and identify if there are differences between the parties, observing the most recent election. The methodology used is the quantitative content analysis and the results indicate that women are still underrepresented in the electoral advertising, although this difference has diminished compared to previous elections.O artigo analisa a presença das candidatas ao cargo de deputada federal no Horário Gratuito de Propaganda Eleitoral (HGPE) de 2014, no Brasil. A partir da implementação da lei de cotas, os partidos são obrigados a apresentar pelo menos 30% de candidaturas do sexo feminino para disputar a eleição. Mas será que as concorrentes conseguem ter uma equidade na distribuição do tempo de propaganda, quando comparada aos homens? Tendo esta pergunta em vista, o trabalho busca mapear o tempo de aparição destinado a essas candidatas e se há diferenças entre os partidos, observando a eleição mais recente. A metodologia utilizada é a análise de conteúdo quantitativa e os resultados indicam que as mulheres ainda são sub-representadas na propaganda eleitoral, embora essa diferença tenha diminuído comparada a eleições anteriores