Ministry heads focus on their personal qualities on social media and leave government actions aside; experts say the strategy is to build one’s image with the electorate
BRASÍLIA – The ministers of the government of Luiz Inácio Lula da Silva (PT) used official calendars to post self-praise on social networks. The publications, created based on portfolio commitments, highlight the athletic skills of the Minister of Economy Sport, André Fufucathe birthday of the minister of Communications, Juscelino Filhoand the personal qualities of the minister of Mining and energy, Alessandro Silveirawhile government issues remain in the background.
According to the experts consulted by Estadaopublications try to build the image of politicians through viral videos, with a focus on entertainment, to the detriment of information on the executive’s achievements.
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Juscelino says it is a “privilege” to have a ministerial agenda on his birthday
On the 6th, when he turned 39, Juscelino Filho published a video on his Instagram profile in which he informed that he was traveling for the launch of Growth Acceleration Program (CAP)to the Maranhao. The minister underlined the personal importance of the date and said that participation in his birthday agenda was a “privilege”.
“Guys, a special day. On my birthday, I have a privilege, an intense work program to launch President Lula’s new PAC, federal government investments, in my beloved state of Maranhão,” he said.
OR Estadao contacted the Ministries of Sports, Mining, Energy and Communications, but did not receive a response until the publication of this text.
Ministers use social media to build a personal image
Experts consulted by Estadao note that the publications aim to build an “ordinary person” image for Ministers of State with a focus on their legacy and not the achievements of their portfolios. Keeping an eye on the potential of social networks, politicians try to get closer to voters with entertaining content, but often fail in their strategy.
For Patrícia Rossini, professor of Communication, Media and Democracy at the University of Glasgow, the social network chosen for this purpose is Instagram, an environment in which users are not in the habit of consulting news and information on government results.
“These are opportunities that we usually call ‘personalization of politics’. The person tries to become closer, more attractive, more identifiable to the voter, instead of being seen only as that distant person who is not ‘people like us.’ In other words, what we have always had in political election campaigns, going to the market and eating a cake or a cheese bread, now happens 24 hours a day, seven days a week,” he explained.
According to Maria Carolina Lopes, political scientist, specialist in Democracy and Digital Communication, using social media trends, ministers try to have more visibility, with publications that “surf” on topics consumed by Internet users.
“In ancient Greece, politics was rhetoric and the media was theater. At some point, politicians had to adapt their big speeches to fit the television space, learn to pronounce catchphrases, attract the attention of journalists in the editorial offices and try addressing the quotes. newspaper headlines.When the smartphones they became popular and, together with social networks, they understood that they needed to generate clicks for the portals. At the moment, pleasescomments and shares,” he said.
Despite the recorded adaptations, political marketing consultant Marcelo Victorino points out that the problem still exists that politicians understand how to use communication in social networks professionally. “Which ends up leading them not to invest in professionals with in-depth knowledge of the use of communication.”
“Many waste the potential of social networks to generate emotional connections, and often end up becoming the laughing stock of groups of voters,” the consultant said.
Source: Terra
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