Do legado ao protagonismo: uma análise sobre as estratégias de comunicação de João Campos em suas campanhas eleitorais

Abstract

This work analyzes the construction of João Campos' political image, exploring communication strategies throughout his political career in four periods: pre-campaign and campaign for federal deputy, campaign for mayor in 2020 and re-election in 2024. Netnography (Kozinets, 2014) and Content Analysis (Bardin, 2011), as methodological procedures, enabled the development of the work and the construction of João Campos' narratives, in his political career, which reconcile emotion, credibility and argumentative logic. The results of this work show that, at the start of his career, mentions of Eduardo Campos and Miguel Arraes (João Campos' father and great-grandfather, respectively) were frequent in order to consolidate his image. Over time, these references diminished, reflecting a search for independence and personal affirmation. The 2024 campaign marked the consolidation of his image as an autonomous leader, focused on his achievements and proposals. The study contributes to the understanding of digital transformations in political marketing and highlights avenues for future research.