Enquadramentos propostos por Veja no primeiro mês de campanha de Dilma Rousseff à presidência da república: campanhas de 2010 e 2014

Abstract

This research is an analysis of the framings proposed by VEJA magazine to the candidate for the presidency of Brazil, Dilma Rousseff, in the first month of the electoral campaign in the years of 2010 and 2014. To do so, we utilize the concept of framing and journalistic framing. To verify the results, we have adopted the contente analysis method, prioritizing the qualitative aspect. We also presente a brief definition of electoral campaigns. Through the analysis, it was possible to identify a change in the framings that the magazine proposed. Firstly, in 2010, the candidate was characterized as a substitute to the ex-president Lula, with no personality, who was simply following his “commandments”. However, in 2014, the framings are directed at Dilma as being a strong women, sure of her decisions, and whom does not need support from her electoral campaigner anymore. She is also pictured as someone who has changed the future of Brazil. This new image, however, is framed with a lot of irony, whinch denotes criticismo and distrust on the part of the publishing