Guerra cultural e raiva como elemento político: a construção discursiva de Jair Bolsonaro (2010-2014)

Abstract

The thesis focuses on non-journalistic open television programs that featured the then federal deputy Jair Bolsonaro in a period prior to his candidacy and presidential campaign. Through the analysis of twenty popular TV programs, thirteen of which are in-depth, in which the then deputy is interviewed, the thesis seeks to verify to what extent they helped in shaping a discourse previously focused on a niche (practice for disputes in the field legislative) and which is expanded, seeking to reach a majority audience. With this, it is expected to identify movements to expand the support base and how these programs may have served in the strategy of building its image. The effort here is to account for a discursive media materiality, of construction, presence and paving of a political project based on appearances on talk shows, something (perhaps) little analyzed. The impact caused by certain political elements on the conduct of the country during the Dilma Rousseff government is not insignificant: the judicialization of politics, press coverage of Car Wash Operation, the growing importance of digital in electoral elections in Brazil, polarization politics – and how pre-candidate Jair Bolsonaro made use of this polarized environment, since he had a strong presence on social media. The work seeks to articulate Jair Bolsonaro's performance in his participation in open TV auditorium programs in the period from 2010 to 2014, which produced in an inconsistent way (marked by growths but also setbacks) a greater acceptance of the speech for the target audience of that type of programs on open TV. The work deals with entertainment as a persuasion strategy, and the relationship between programs and the deputy's upward trajectory in that period. To carry out the analysis of these entertainment programs, it was necessary to develop a methodology, which sought to overlap three main axes: analysis of the deputy's speeches during interviews in these programs and his image construction strategy; analysis of the gestures and visual elements that the deputy performed on these occasions, sometimes turning the programs into a persuasive space for theatrical performances; and the preparation of each station (and/or program) to receive the then deputy: vignettes, theme music, audiovisual resources, etc. which can help ensure a more efficient aesthetic for the message to be conveyed. The analysis of this series of programs visited by Jair Bolsonaro shows that, for him, the result was positive, as it allowed for a widespread message, even more so because on many occasions there was not, on the part of those who interviewed him or debated the issues presented, a contradictory to the presentation of Jair Bolsonaro's arguments. It should be noted that entertainment programs go further than it might seem to: Jair Bolsonaro's appearances will also have a huge impact on the online public, which further benefits him in the capillarity process. Finally, the research points out that, if there are already studies on the deep web (a layer of the Internet that is not indexed by conventional search engines), perhaps it is time to pay attention to what we understand as the shallow web, entertainment programs archived on the Internet, kind of shallow and tangible – yet neglected – environment.