Estratégias discursivas e produção de sentido na comunicação política de Jair Bolsonaro na rede social Twitter durante a campanha eleitoral de 2018

Abstract

This paper addresses the theme of political propaganda in contemporary times and focuses on the campaign for the presidency of Jair Bolsonaro carried out on social networks during the electoral period of 2018. The main objective is to know which discursive strategies used by the right candidate were more efficient and how they produced towards the reception. To do this, we will analyze ten speeches Bolsonaro and the main reactions to them on the social network Twitter between the first and the second round of the 2018 election with a hybrid methodology: discourse analysis (CHARAUDEAU, 2006) and discourse analysis, mediated by computer (HERRING, 2004.2012). As a theoretical contribution we will rely on the concepts of post-truth (OXFORD ENGLISH DICTIONARY, 2016); fake News (ALLCOTT AND GENTZKOW, 2017; TANDOC ET AL, 2018); network society (CASTELLS, 1999), biopolitics (FOUCAULT, 1988, 1999; AGAMBEN, 2002); myth (CAMPBELL), humor (BERGSON, 2018), digital swarm (HAN, 2018), political propaganda (DOMENACH, 1975), discourse (CHARADEAU, 2006; ORLANDI, 2016) and production of meaning (VERÓN, 1980). We concluded from our analysis that Bolsonaro based his discursive strategies on fake News centered on biopolitical hatred especially against gays and people deprived of their freedom and also used the strategy of the only enemy, in the Lula case, attacking without naming him. However, the cut analyzed is quite small and for this reason we cannot say that the entire campaign of the current president had these same strategies.