On TV, Jackson says he can do "much more"; Amorim criticizes "outdated model".
The two main contenders for the Sergipe state government in 2014, Vice-Governor Jackson Barreto (PMDB) and Senator Eduardo Amorim (PSC), are featured in party advertisements with very different tones. While the vice-governor briefly recounts his political career and argues that he can do "much more," the senator is incisive in his criticism of the current model, which he claims is already adrift.
Valter Lima, from Sergipe 247 – The two main candidates in the 2014 Sergipe gubernatorial race have been appearing on TV, through mandatory party political broadcasts, with very different speeches. Vice-Governor Jackson Barreto (PMDB) appears in various activities among the people, narrating a light and informal text. Senator Eduardo Amorim (PSC), on the other hand, opts for the studio, criticizing the current administration and proposing improvements. These are well-produced broadcasts.
In the PMDB's advertisement, Jackson is the narrator who, in an intimate setting, gives a brief account of his own political trajectory. “From an early age I knew that my path was politics. The works we did in Aracaju fulfill me. As a federal deputy, I was able to help Sergipe a lot. Now we are side by side with Governor Déda, working for everyone,” he states, culminating in the tone he may give to his campaign next year. “I feel we can do much more,” he says. And he concludes: “Thank you to the PMDB, gratitude to the people of Sergipe for believing in our ability.”
The PSC's insertion puts Eduardo in the foreground, speaking "face to face" with the viewer, but still without much naturalness. And he begins with an attack: "The current political model has lost its way. It's outdated, it hinders the government itself and delays the development of Sergipe. The PSC, the political class, the workers and the private sector work, but without efficient public management, the work doesn't get done, the project is delayed and the jobs don't come," he criticizes. The senator ends with impactful phrases: "It's time for action, for new ideas and more work. Come with us. Sergipe will move forward."
Party political broadcasts generally serve two purposes: to introduce the candidate and to test the strength of their message. In the cases of the PMDB and PSC, there was predictability. Neither Jackson nor Amorim surprised anyone. They followed the expected script. Jackson shows that he is part of the government that "is working for everyone" and delivers his message that he can do "much more." Amorim criticizes the current model, speaks of "efficient public management," and touches on "new ideas," without explicitly stating any of them. Both were superficial.
Beyond these issues, however, the propaganda being broadcast on TV cannot have an overtly electoral bias. It is prohibited by the courts, which is why it is so subliminal. And it is already fulfilling its main role: it presents the likely candidates for Governor, shows that Eduardo and Jackson are, more than ever, in the race, and suggests that they will engage in an interesting contest. 2013 is already 2014!