A disputa de sentidos sobre a imagem de Dilma Rousseff: as estratégias de construção de imagem da ex-presidente versus o enquadramento noticioso da Folha de S. Paulo no período do impeachment

Abstract

From the dialectic relationship between the political field and the media context, the present dissertation proposes to discuss the relations of power exercised mutually by these fields. The idea is to emphasize the centrality of the media space on the field of politics and how this field has become the central arena of political disputes. Next, the importance of the media field in the construction of social reality and the specificities of Brazilian politics is resumed. The research develops a case study on the imaginative construction created by President Dilma Rousseff and the media framework during the impeachment process from two perspectives: the statements made officially by the president and the articles published in the Folha de S. Paulo newspaper. It seeks to verify what strategies Dilma Rousseff used to construct her image in the face of a crisis and, in contrast, which framework the newspaper made of the image of the president and his government during the same period. As corpus of analysis are analyzed first the institutional spaces when, Dilma was still in exercise and then their publications in social network, when it was away. The proposal is to analyze what devices she has mobilized to strengthen her image in the face of a troubled period. The second object analyzed is the articles published by Folha de S. Paulo newspaper during the same period. It seeks to verify if the press, through its cover, projected a negative, positive or neutral image of Dilma Rousseff in the position of president investigated. As a methodological strategy, we used the Bardin Content Analysis (1977). It was possible to analyze the objects separately and identify the points of convergence and divergence in the construction of the image of the president and his government. It is noted, therefore, that the president was articulated from issues that gave him security, such as: building the image of government and building the image of the country. While the newspaper articulates itself in the opposite way, it does not mention positive aspects of the government, nor even details the process of impeachment. It makes a clipping that supports the importance of the occurrence of the process, taking as a cut three aspects: the economic crisis, the political crisis and corruption.