Mídia e política: uma análise da construção da imagem pública de Lula nas eleições presidenciais de 2002.

Abstract

The present work has the objective to analyze how Lula's public image during the 2002 presidential elections was built. Aware that the the analysis of a politician's public image who has been active for more than two decades must also be seen in relation to the history o f such a trajectory, we found o f a great importance to historically track down the public position o f this image throughout four candidacies. We examined the construction of Lula's public image from the videos broadcasted during the electoral campaign on TV and the use of his image by the main national written press institutions. At a first moment and through the use of a bibliographical analysis we discussed the interaction between media and politics as well as the new settings of modern political practices resulting from this relation. Then we studied the empirical data to learn about the construction of Lula's image as well as his policital party's for the public scenario, next we followed the progression of this image in transition during his first three candidacies, in 1989, 1994 and 1998 to finally observe the presentation of an image which was strategically reconfigured in terms of speech and media resources for the 2002 elections.