Palco político e o espetáculo eleitoral – uma análise da imagem pública dos atores políticos que participaram dos debates de segundo turno das eleições presidenciais de 2022

Abstract

In increasingly competitive electoral contexts, it becomes relevant and necessary to discuss the theme of public image and politics. In this sense, the present study addresses the strategies used for the construction of the public image of political actors in electoral contests. The general objective of the research is to analyze the construction of the public image of political actors and evaluate the elements most used by politicians in periods of electoral dispute. The methodology included content analysis, where categories for the evaluation of the electoral strategies used by candidates Jair Bolsonaro and Luiz Inácio Lula da Silva were identified, in the second-round debates of the elections for president of Brazil in 2022. The results pointed out that the public image, shaped by communication and political marketing strategies, plays a crucial role in the success of candidates. The study also highlighted the importance of Public Relations in politics, indicating good possibilities for action in this area. [resumo fornecido pelo autor]