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Um populista no Planalto? Uma análise de conteúdo da comunicação política do presidente Jair Bolsonaro no Facebook
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O populismo é um fenômeno político que a história já relatou amplamente diversas experiências nacionais, regionais e transnacionais; assim como a ciência política já elaborou extensos e intensos debates teóricos sobre a natureza do populismo – a fim de propor alguma definição consensual – e metodológicos sobre como medir o populismo. Nas duas décadas do século XXI, a ciência da comunicação adensou o campo da comunicação política ao perspectivar o fenômeno do populismo a partir de processos comunicacionais – inserido em sociedades midiatizadas com a apropriação e disseminação de tecnologias comunicacionais em rede amalgamadas no que se denomina como Internet. No ecossistema online, as plataformas de mídias sociais funcionam como recursos promissores para a difusão de mensagens cujos conteúdos trafegam as ideias políticas lançadas por atores visando reações e aderência aos seus apelos políticos. Nesse contexto, a presente pesquisa objetivou mensurar o grau de populismo presente na comunicação política do presidente Jair Bolsonaro, medindo os conteúdos ideológicos do populismo e principalmente as combinações e/ou equivalências desses conteúdos que conformam o conceito na literatura. Para isso, aplicou-se uma análise de conteúdo das postagens do presidente no Facebook que compõem a amostra definida metodologicamente. Os resultados indicam que Jair Bolsonaro tem baixo grau porcentual de populismo em sua comunicação política – fragmentada com dimensões populistas basicamente isoladas e com baixo grau porcentual de combinações, além da frequência residual da dimensão central do populismo: soberania popular. Mas a comunicação política do presidente contém um grau porcentual relevante de demotismo e comporta um antielitismo (quase) generalizado, apontando a uma comunicação mais antissistêmica (e autoritária/militarista) do que populista.
Populism is a political phenomenon that history has extensively reported on diverse national, regional and transnational experiences; just as political science has already elaborated extensive and intense theoretical debates on the nature of populism – in order to propose some consensual definition – and methodological debates on how to measure populism. In the two decades of the 21st century, communication science has deepened the field of political communication by considering the phenomenon of populism from communication processes - inserted in mediatized societies with the appropriation and dissemination of communication technologies in a network amalgamated in what is called the Internet . In the online ecosystem, social media platforms work as promising resources for the dissemination of messages whose content conveys political ideas launched by actors seeking reactions and adherence to their political appeals. In this context, this research aimed to measure the degree of populism present in the political communication of President Jair Bolsonaro, measuring the ideological contents of populism and especially the combinations and/or equivalences of these contents that conform the concept in the literature. For this, we applied a content analysis of the president's posts on Facebook that make up the methodologically defined sample. The results indicate that Jair Bolsonaro has a low percentage of populism in his political communication – fragmented with basically isolated populist dimensions and with a low percentage of combinations, in addition to the residual frequency of the central dimension of populism: popular sovereignty. But the president's political communication contains a relevant percentage degree of demotism and contains an (almost) generalized anti-elitism, pointing to a more anti-systemic (and authoritarian/militarist) than populist communication.
Populism is a political phenomenon that history has extensively reported on diverse national, regional and transnational experiences; just as political science has already elaborated extensive and intense theoretical debates on the nature of populism – in order to propose some consensual definition – and methodological debates on how to measure populism. In the two decades of the 21st century, communication science has deepened the field of political communication by considering the phenomenon of populism from communication processes - inserted in mediatized societies with the appropriation and dissemination of communication technologies in a network amalgamated in what is called the Internet . In the online ecosystem, social media platforms work as promising resources for the dissemination of messages whose content conveys political ideas launched by actors seeking reactions and adherence to their political appeals. In this context, this research aimed to measure the degree of populism present in the political communication of President Jair Bolsonaro, measuring the ideological contents of populism and especially the combinations and/or equivalences of these contents that conform the concept in the literature. For this, we applied a content analysis of the president's posts on Facebook that make up the methodologically defined sample. The results indicate that Jair Bolsonaro has a low percentage of populism in his political communication – fragmented with basically isolated populist dimensions and with a low percentage of combinations, in addition to the residual frequency of the central dimension of populism: popular sovereignty. But the president's political communication contains a relevant percentage degree of demotism and contains an (almost) generalized anti-elitism, pointing to a more anti-systemic (and authoritarian/militarist) than populist communication.
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Populismo Comunicação política Jair Bolsonaro Facebook Internet Mídias sociais Análise de conteúdo Populism Political communication Social media Content analysis