Dilma Rousseff, a trajetória de uma mulher política: a primeira presidenta nas capas de O Globo (2011-2016)

Abstract

The present work seeks to understand how the newspaper O Globo has built and deconstructed, based on photojournalistic imagetic narrative, the public image of President Dilma Rousseff, who was the Brazilian president-in-office from 2011 to 2016. Therefore, it was necessary to understand how her life trajectory directly influenced the construction of her public image by the press, as well as by political marketing and organized groups that were against the historical narrative of the Military Civil Dictatorship (1964-1985). In this sense, we sought to apprehend how the representation of Dilma as a politically dangerous woman and as a guerrilla was updated by the newspaper and divergent groups, also to be later reframed by political marketing. To meet the dictates of political marketing, Dilma Rousseff underwent aesthetic procedures to become suitable for the electoral dispute. In this way, we also investigated how these procedures softened her image, and adhered to the wardrobe of power, accepting women's suits that historically have their origin in the alternative clothing of the 19th century, adopted by suffragettes and feminists. The research covers a broad time frame, since the female imagery representation is a social and historical construct of long duration in which many stereotypes and stigmas are also perpetuated in an image discursive network. The data were verified both in the characteristics that the press attributed to Rousseff, as well as in the photographs that photojournalists produced. Hence, they compose a historical-semiotic analysis of the photographic series that were identified and analyzed in which we identify how the newspaper O Globo narrated, on its covers, the first elected Brazilian woman who occupied the position of president in the secularly masculine space of national politics.