Governo cor-de-rosa: estratégias discursivas produzidas pelo governo Bolsonaro na cerimônia do dia internacional da mulher de 2022

Abstract

This paper analyzes the discursive strategies produced by social actors who constituted the Jair Bolsonaro government at the ceremony in tribute to the International Women’s Day 2022. The event promoted by the Federal Government took place on March 8, at the Planalto Palace, and it was broadcast by TV BrasilGov on Youtube and in Jair Bolsonaro’s Facebook profile. The ceremony was intended to honor women and, among other initiatives, the government launched the incentive program to women's entrepreneurship, named “Brasil Para Elas”. The event and some of the news that circulated in the media regarding it were analyzed from the concepts of communication episodes, circuit and circulation by Braga (2017). The general objective of the study is to analyze the strategies constructed from the discourse analysis developed by Verón (1996; 2004) in different works. As specific objectives, we have: a) mapping in the digital media what was reported about the event; b) transcribe the speeches of the social actors involved in the ceremony and c) identify discursive strategies of the main social actors of the government. The mapping of the news was done through the keywords “women’s day”, “bolsonaro women’s day” and “bolsonaro women” research on Google and the titles were analyzed from the perspective of the reading contract (VERÓN, 2004). Afterwards, three discursive strategies, produced by the main social actors of the government, were identified - color pink, didacticism and care, which refer to the attempt to approach the female electorate.