Dilma Bolada x Dilma Rousseff: a construção da imagem da presidente na Copa do Mundo do Brasil

Abstract

The adaptation of the political field to the logic of the media has had serious implications for democratic representation. Authors such as Schwartzenberg (1977), Leal (2002) and Gomes (2004) argue that in constructing a public image of themselves, political actors assume characters to the detriment of party programmatic issues and urgent societal agenda. When we consider that we are part of a mediated society in which there is a disenchantment of voters with representatives, and that politics is a personalization, we are interested in knowing, in this work, how this occurs in the environment of Internet Social Networks (RSIs). To do so, we investigated the fanpages of Facebook Dilma Rousseff (official) and Dilma Bolada (fictitious) during the World Cup in Brazil in 2014. The hypothesis raised is that both played an important role, in a complementary relationship, in the construction process Symbolic of a positive image of Dilma (not only in the political dimension but also in relation to the supposed personal qualities). Through the content analysis of Bardin (1977) we have updated the categories of the political characters of Schwartzenberg (1977) in order to identify the main public image of Dilma Rousseff in the Cup. The research allows us to conclude that the fanpages were articulated during the competition in the construction of a character that accompanied the agent until the process that culminated in the impeachment.