Entre imagem e mito : a transferência de Ethos de Lula para Dilma na campanha presidencial de 2010

Abstract

Resumo: O presente trabalho visa analisar se ocorreu a transferencia de ethos do ex-presidente Luiz Inacio Lula da Silva para a candidata Dilma Rousseff (PT) na campanha presidencial de 2010 e como ela ocorreu. A pesquisa parte do pressuposto de que a politica da imagem se configura como estrategia de comunicacao eleitoral com a finalidade de conquistar a adesao do eleitor a determinado politico. Nesse contexto, o discurso pode articular a construcao de imagens mitificadas de politicos e candidatos, resultando na projecao do ethos - a imagem que o orador faz de si mesmo pelo discurso. Em suma, a hipotese e a de que o ethos e projetado por meio de imagens miticas, resultando na projecao da imagem politica de um individuo. Para verificar essa hipotese, foram escolhidos como objeto de analise a construcao do ethos de Lula e Dilma no discurso eleitoral da candidata. Como metodologia, sera realizada analise de discursos nos programas de Dilma Rousseff no Horario Gratuito de Propaganda Eleitoral na televisao no primeiro turno da eleicao ao cargo de Presidente da Republica de 2010. Para a fundamentacao teorica, a pesquisa se baseou nos conceitos de comunicacao politica e eleitoral de Gomes (1999, 2004), Dader (1992), McAllister (2008), Rospir (1992), Rubim (2000, 2004), Weber (2004) e Wolton (2005); mito e mitificacao politica, de Bezerra e Lima (2009), Eliade (2010), Girardet (1987), Campbell (2007), Campbell e Moyers (1990) e Miguel (1998); e analise do discurso e ethos de Amossy (2005), Charaudeau (2008), Foucault (2005), Maingueneau (1997, 2008). Com base nos estudos realizados, concluiu-se que parte do ethos de Lula foi construido por meio das imagens de heroi, lider e pai e transferiu-se a Dilma sob as imagens de guerreira, gestora e mae.

Abstract: The present work aims to analyze if there was transference of ethos from the ex-president Luiz Inacio Lula da Silva to the candidate Dilma Rousseff (PT) in the presidential campaign of 2010 and how it occurred. The research is based on the assumption that the politics of image configures itself as an electoral communication strategy that aims to rally voters to certain politician. In this context, the discourse can cause the construction of mythicized images of politicians and candidates, resulting in the projection of the political image of an individual. To verify this hypothesis, the construction of Lula's and Dilma's ethos in the candidate's electoral discourse was chosen as the object of analysis. As methodology, there will be an analysis of the discourses in Dilma's electoral broadcasts during the Horario Gratuito de Propaganda Eleitoral (Free Electoral Advertisement Time) on the first term of the Presidential Elections of 2010. As theoretical foundation, the research was based on the concepts of political and electoral communication of the following authors: Gomes (1999, 2004), Dader (1992), McAllister (2008), Rospir (1992), Rubim (2000, 2004), Weber (2004) and Wolton (2005); myth and political mythification, Bezerra and Lima (2009), Eliade (2010), Girardet (1987), Campbell (2007), Campbell e Moyers (1990) e Miguel (1998); and discourse analysis and ethos, Amossy (2005), Charaudeau (2008), Foucault (2005), Maingueneau (1997, 2008). Based on the studies, it was concluded that part of Lula's ethos was constructed through the images of hero, leader and father, and was transferred to Dilma under the images of warrior, conductor and mother.