AN ANTIHERO'S JOURNEY: THE POLITICAL CAMPAIGN OF JAIR BOLSONARO AND THE USE OF ARCHETYPES ON FACEBOOK.
In Brazil, the shift from the traditional media vehicles to an "electronic podium" has provided more flexibility in terms of time, costs, and language for candidates to elaborate their electoral campaigns. Given the extensive use of and the importance given to Facebook during Jair Bolsonaro's campai...
| Publicado en: | Journal for the Study of Religions & Ideologies Vol. 20; no. 58; pp. 36 - 52 |
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| Autores principales: | , , |
| Formato: | Artículo |
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S.A.C.R.I. The Academic Society for the Research of Religions & Ideologies
Spring2021
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=152034400&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 152034400 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 15830039 1CSK jtl: Journal for the Study of Religions & Ideologies issn: 15830039 maglogo: N pubinfo: dt: Spring2021 vid: 20 iid: 58 pid: 24535 pub: S.A.C.R.I. The Academic Society for the Research of Religions & Ideologies artinfo: ui: 152034400 ppf: 36 ppct: 16 formats: fmt: @attributes: type: P size: 1.9MB tig: atl: AN ANTIHERO'S JOURNEY: THE POLITICAL CAMPAIGN OF JAIR BOLSONARO AND THE USE OF ARCHETYPES ON FACEBOOK. aug: au: Beira Machado, Vitor Matheus Chapaval Pimentel, Pedro Slongo Garcia, Bruno Eduardo affil: Federal University of Parana, Curitiba, Paraná, Brazil su: Political campaigns Facebook (Web resource) Politicians Elections Archetypes sug: subj: Political campaigns Facebook (Web resource) Politicians Elections Archetypes keyword: antihero archetypes Brazil elections political communication politicians ab: In Brazil, the shift from the traditional media vehicles to an "electronic podium" has provided more flexibility in terms of time, costs, and language for candidates to elaborate their electoral campaigns. Given the extensive use of and the importance given to Facebook during Jair Bolsonaro's campaign, this article assesses how the candidate depicted his image on his Fan Page. Drawing on the literature on political and electoral communication and brand archetypes, and based on a sample of 158 posts made by Bolsonaro's Facebook Fan Page/jairmessias.bolsonaro between August and October 2018, it is argued that Bolsonaro's marketing strategy developed a combination of two rival archetypes: the antihero. The study contributes to the literature on political brands showing that a narrative build simultaneously on a mythical/heroic and an outlaw favored the candidate in a context of political polarization. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Journal for the Study of Religions & Ideologies is the property of S.A.C.R.I. The Academic Society for the Research of Religions & Ideologies and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Journal for the Study of Religions & Ideologies holder: S.A.C.R.I. The Academic Society for the Research of Religions & Ideologies dt: @attributes: year: 2021 holdings: @attributes: islocal: N |
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