Produção Nacional
The Archetype of Bolsonaro Candidate in the Brazilian Presidential Election in the Perception of the Young Elector: An Abstract
2022; Springer International Publishing; Linguagem: Inglês
10.1007/978-3-030-89883-0_21
ISSN2363-6165
AutoresCiro Eduardo Gusatti, Flávio Régio Brambilla, Daniela Prevedello,
Tópico(s)Media and Communication Studies
ResumoIn the electoral period, politicians build an identity and image, have a positioning and seek for differentiation. In Brazil the communication strategy of the presidential candidate (the current president) Jair Messias Bolsonaro drew attention of experts, especially regarding the young people's public awareness capacity. This study aimed to identify the archetypal image of the candidate Bolsonaro and how it differed from other candidates' image among young public of Brazilian voters. Candidates Ciro Gomes and Fernando Haddad were also part of the research. In political context, Ribeiro (2002) compares the candidate with a product (using a brand as a way of promoting the person). Politician has a history, origin, position and must have a differentiation towards competitors. For the candidates be able to convince, they must work on positioning, image and identity. Image and identity are linked concepts, but also distinct. Identity refers to self-identification, and the image is about the way the public sees you. Images associations for Keller and Machado (2006) can be formed by consumer experiences or through representations by advertising or other communication actions. Archetypes are instincts that guide and shape behavior. Mark and Pearson (2001) found 12 frequent archetypes in commercial activity. These archetypes are: Innocent, Explorer, Wise, Hero, Outlaw, Wizard, Common Guy, Lover, Jester, Helpful, Creator and Governor. For data collection, a form was created for each of the three selected candidates with semantic scales associated with the personality of each of the brand archetypes indicated by Mark and Pearson. The equally divided sample totaled 450 young people aged between 18 and 24 years. Data collection took place during the electoral period, in the week preceding the first round of 2018 voting. Participants were students from 20 Universities in the south and southeast of Brazil. Data were analyzed statistically in order to recognize means of archetypes present in image. Variance Analysis (ANOVA) was performed. Outlaw Archetype obtained higher averages in the image of Bolsonaro compared to the other candidates. The average for Hero and Governor Archetypes were also higher for Bolsonaro. The Jester Archetype characterized the visions about Ciro Gomes. Bolsonaro obtained the highest average for Governor Archetype, which represents desire for security, stability, control and leadership.
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