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Seminal studies about institutional theory highlighted the focus on cognitive issues in research on institutions. However, during the last few years, a growing body of literature has also been devoted to understanding the role of emotions in institutional dynamics. In one of the classic texts on institutional theory, Scott emphasizes three institutional pillars, the regulatory, the normative, and the cognitive. Researchers point out that there is now a fourth pillar: the role of emotions in institutional theory. This article explores the emotions' role in institutional dynamics, especially related to women's political participation in the 2018 Brazilian elections. Three cases of female candidates who showed high performance in pre-election polls, were discussed. The research analyzed the candidates' interviews and social media, observing their emotions in publications and expressions. Also, emotional expressions of society toward the studied candidates, as well as expressions potentially reflecting the institutional dynamic present in the Brazilian political arrangement, were analyzed. The main results show that during the 2018 Brazilian electoral campaign, in the face of the institutionalization of a masculine environment on the political scenario, the society expressed emotions of hatred and aggression against the three candidates since they violated institutional arrangements about behaviors considered acceptable in the dominant institutional logic. Despite this, two of the three female candidates were elected with the highest number of votes in their states, surpassing their male competitors. The candidate who was not elected obtained a significant number of votes. ; ELos artículos seminales sobre la teoría institucional resaltaron que los estudios sobre instituciones se han centrado en cuestiones cognitivas. Sin embargo, durante los últimos años también se ha dedicado una creciente cantidad de investigación y comprensión del papel de las emociones en la dinámica institucional. En uno de los textos clásicos sobre teoría institucional, Scott enfatiza tres pilares institucionales: el regulador, el normativo y el cognitivo. Los investigadores señalan que ahora habría un cuarto énfasis: el papel de las emociones en la teoría institucional. El presente trabajo explora el papel de las emociones en las dinámicas institucionales, especialmente la participación política de mujeres en las elecciones brasileñas de 2018. Para ello, se discuten tres casos específicos de candidatas con las intenciones de voto más altas en las citadas elecciones, teniendo en cuenta sus entrevistas y redes sociales, buscando publicaciones y expresiones de emociones no solo de ellas, sino también de la sociedad que podrían reflejar la dinámica institucional presente en el arreglo político brasileño. Los principales resultados han demostrado que durante la campaña electoral brasileña de 2018, ante la institucionalización de un ambiente masculino en el escenario político, la sociedad expresó emociones de odio y agresión contra las candidatas analizadas en este estudio, ya que violaron los arreglos institucionales de comportamientos considerados aceptables en la lógica institucional dominante. A pesar de esto, dos de las tres candidatas a cargos políticos fueron elegidas como las candidatas más votadas en sus estados, alcanzando más votos que los competidores masculinos; la última no fue elegida, a pesar, de haber obtenido una cantidad significativa de votos. ; Estudos seminais sobre a teoria institucional destacaram que pesquisas sobre instituições têm se concentrado em questões cognitivas, entretanto, durante os últimos anos um corpo crescente de literatura também tem se dedicado a entender o papel das emoções na dinâmica institucional. Em um dos textos clássicos sobre a Teoria Institucional, Scott enfatiza três pilares institucionais, o regulatório, o normativo e o cognitivo. Pesquisadores apontam que agora ter-se-ia uma quarta ênfase: o papel das emoções na Teoria Institucional. Considerando o exposto, o presente artigo explora o papel das emoções nas dinâmicas institucionais, especialmente quanto à participação política das mulheres nas eleições brasileiras de 2018. Discute-se três casos específicos de mulheres candidatas com as maiores intenções de voto nas referidas eleições, levando em conta entrevistas, mídias sociais informações divulgadas publicamente buscando publicações e expressões de emoções não só delas, mas também da sociedade que poderiam refletir a dinâmica institucional presente no arranjo político brasileiro. Os principais resultados demonstraram que durante a campanha eleitoral brasileira de 2018, diante da institucionalização de um ambiente masculino no cenário político, a sociedade expressou emoções de ódio e agressão contra as candidatas analisadas neste estudo, uma vez que elas violaram arranjos institucionais de comportamentos considerados aceitáveis na lógica institucional dominante. Apesar disso, duas das três candidatas a cargos políticos foram eleitas como as candidatas mais votadas em seus estados, alcançando mais votos do que concorrentes masculinos, porém a última não foi eleita apesar de ter obtido expressivo número de votos.

Abstract Seminal studies about institutional theory highlighted the focus on cognitive issues in research on institutions. However, during the last few years, a growing body of literature has also been devoted to understanding the role of emotions in institutional dynamics. In one of the classic texts on institutional theory, Scott emphasizes three institutional pillars, the regulatory, the normative, and the cognitive. Researchers point out that there is now a fourth pillar: the role of emotions in institutional theory. This article explores the emotions' role in institutional dynamics, especially related to women's political participation in the 2018 Brazilian elections. Three cases of female candidates who showed high performance in pre-election polls, were discussed. The research analyzed the candidates' interviews and social media, observing their emotions in publications and expressions. Also, emotional expressions of society toward the studied candidates, as well as expressions potentially reflecting the institutional dynamic present in the Brazilian political arrangement, were analyzed. The main results show that during the 2018 Brazilian electoral campaign, in the face of the institutionalization of a masculine environment on the political scenario, the society expressed emotions of hatred and aggression against the three candidates since they violated institutional arrangements about behaviors considered acceptable in the dominant institutional logic. Despite this, two of the three female candidates were elected with the highest number of votes in their states, surpassing their male competitors. The candidate who was not elected obtained a significant number of votes.

Seminal studies about institutional theory highlighted that studies about institutions have focused on cognitive issues; however, during the last few years a growing body of literature has also been devoted to understand the role of emotions in institutional dynamics. In one of the classic texts on Scott Institutional Theory, he emphasizes three institutional pillars, the regulatory, the normative and the cognitive. Researchers point out that we now have a fourth emphasis: the role of emotions in Institutional Theory. Considering this, the present paper explores the role of emotions in related institutional dynamics, especially the political participation of women in the 2018 Brazilian elections. To do so, three specific cases of women candidates with the highest voting intentions in the referred elections are discussed, taking into account interviews and social media, seeking for publications and expressions of emotions not only from them but, also from the society relating to them that could reflect the institutional dynamic present in Brazilian political arrangement. The main results have shown that during the 2018 Brazilian electoral campaign, in face of the institutionalization of a masculine environment on the political scenario, the society expressed emotions of hatred and aggression against the candidates analyzed in this study, since they violated institutional arrangements of acceptable behaviors. Despite this, two of the three women candidates for political positions were elected as the most voted candidates in their states, reaching more votes than the male competitors; the last one was not elected despite having obtained a significant number of votes.