Valores políticos e crise democrática: uma análise imagética das campanhas eleitorais do candidato Jair Messias Bolsonaro em 2018 e 2022 no Instagram

Abstract

This study aims to investigate the profile of candidate Jair Bolsonaro on Instagram during the electoral pre-campaigns of June to July 2018 and 2022, focusing on the images posted. The objective is to understand how these images convey discourses appealing to conservatism and moral values, which in turn challenge democratic values, delegitimizing the politician and institutions. The research reviews literature on electoral campaigns and their impacts on social media, particularly Instagram, and analyzes Bolsonarism as a political and social phenomenon in Brazil. The methodology involves network analysis and digital discourse analysis techniques to collect and interpret the images posted by Jair Bolsonaro. The analysis of the images was categorized into seven groups based on observed similarities in both the content of the posts and visual characteristics of the images. Among these groups, three are specific to posts made in 2018 and four to those made in 2022. The posts were collected from the Instagram profile of the candidate Jair Bolsonaro, covering the months of June and July, including 104 posts in 2018 and 135 posts in 2022. Subsequently, these posts were categorized into groups based on similarities identified in the content and visual elements, resulting in 3 groups in 2018 and 4 groups in 2022. The study also explores how the internet and social media have transformed electoral campaigns, highlighting issues of misinformation and political polarization. The analysis of Bolsonarism includes a review of specific literature on the Bolsonaro government and its impact on the elections of 2018 and 2022. Therefore, the research aims to contribute to understanding Bolsonaro's communicative strategies and their effect on Brazilian democracy.