A imagem pública da extrema direita nas mídias sociais: uma análise qualitativa da representação de um parlamentar bolsonarista no Instagram

Bruno; Dôuglas Aparecido  Ferreira

doi:10.7764/cdi.60.84398

Authors

Bruno Universidade Federal de Mato Grosso (Brasil) https://orcid.org/0000-0002-8288-2718
Dôuglas Aparecido Ferreira Universidade Federal de Minas Gerais (Brasil) https://orcid.org/0000-0002-6128-6052

DOI:

https://doi.org/10.7764/cdi.60.84398

Keywords:

attributes, public image, populist communication, far right, Brazil

Abstract

This text examines the representation of Brazilian parliamentarian Abílio Brunini in his communication on Instagram by identifying the attributes he mobilized during the 2022 electoral campaign. Brunini, one of the main supporters of former President Jair Bolsonaro, elected by the state of Mato Grosso, is one of the most controversial figures of the Brazilian far-right. We conducted a qualitative study of the posts with the highest engagement on the candidate's Instagram profile over 11 weeks of the campaign. The theoretical discussion connects the concept of representation with the notion of public image from political communication studies. It also addresses the characteristics of right-wing populist communication and its relationship with digital platforms. The analysis shows that Brunini used the network to project attributes that reinforce three dimensions of bolsonarism: anti-politics, attacks on the left, and Christian conservatism. The methodological proposal has important implications for studies on the representation of the public image of political figures.

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Author Biographies

Bruno, Universidade Federal de Mato Grosso (Brasil)

Bruno Bernardo de Araújo, professor in the Department of Communication and the graduate program in Communication at the Universidade Federal de Mato Grosso (UFMT, Brazil). Ph.D. in Communication from the Universidade de Brasília. Master in Communication and bachelor's degree in Journalism (Universidade de Coimbra, Portugal). Lead researcher of Midiáticus – Research Group on Media, Politics, and Democracy. Member of the National Institute of Science and Technology in Disputes and Informational Sovereignties (INCT-DSI) and the Research Group on Communication, Journalism, and Public Space (Ceis20/UC).

Dôuglas Aparecido Ferreira, Universidade Federal de Minas Gerais (Brasil)

Dôuglas Aparecido Ferreira, professor at the Universidade Federal de Minas Gerais (UFMG-Brazil). Ph.D. in Social Communication (UFMG-Brazil). Master's degree in Social Communication - Media Interactions (PUC-Minas/Brazil) with an exchange period at UrFU - Russia. Specialist in Brand Management and Corporate Identity (PUC-Minas/Brazil), also holds a bachelor's degree in Social Communication - Integrated Communication Management with a specialization in Advertising (PUC-Minas). Member of GRIS - Image and Sociability Group (UFMG-Brazil) and Midiáticus - Research Group on Media, Politics, and Democracy (UFMT-Brazil).

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