MÍDIA, POLÍTICA E PESQUISAS DE OPINIÃO PÚBLICA

Abstract

This article purpose is to reflect about de central role of the media in the politics with emphasis in the electoral process. To reach that objective we investigate how the cognition mechanism works on the construction of the political identification, in the political knowledge of the individuals and, consequently, in the voting behavior. We priories the analyses of a conventionalized bibliography choosing national authors among them: Lima (2004, 2006), Aldé (1996, 2001), Veiga (1998, 2002), Guazina (2004), Jorge (1997), Fontoura (2002) e Dias (1996). The conclusion is that today is impossible to think the political sphere out of the influence of the media. The central role of the media in all the political processes affects since the selection of who is the better candidate, the strategy of the political campaign until the elections result.