ALMEIDA, C. R.; http://lattes.cnpq.br/7932948233483025; ALMEIDA, Cosma Ribeiro de.
Resumen:
This work aim analyzes as occurred the construction o f candidates Romulo Gouveia and
Veneziano Vital's images in the municipal elections in 2004. Leaving of the
presupposition that the political practice is a process showed in the consumption society
and the current format of the politics is framed in media politics, we looked for to
analyze the two illustrations politics as public characters that independently interacts
with the media, once they are built by the force o f social visibility of the communication
means, that is, of the marketing and media strategies, not forgetting evidently the
culture that allows such happening. We looking for examine the construction of the
public image starting from the videos transmitted in Horario Gratuito de Propaganda
Eleitora (HGPE). First, we discussed from bibliographical literatures the interface o f the
media with the politics considering it as a mutual relationship, and their new forms of
performance in the current society starting from this interconnection. The second
moment of the research was the analysis of the empiric material, that we apprehended
the political characters' campaign as a favorable moment for his image. Afterwards, we
detached the political characters' images in the field of the public visibility, and finally,
we analyzed the campaign as a show in the politics because the characters' existence
obligatorily demands the existence of a field of performance or staging for their
practices. We highlighted, in this aspect, some elements that we considered important to
accentuate the politics party in the city because of the existence of such public
illustrations.