Professionalization Between Combativeness And Restraint

Jair Bolsonaro's Twitter Campaign In The 2022 Elections

Abstract

The political use of online platforms, especially social networks, has become the rule in Brazil over the last few decades, so this practice has been regulated with each resolution on elections. Beyond the campaign, Jair Bolsonaro as President used his Twitter account as an official means of governmental communication. In the context of the importance of this social network for the aforementioned political actor, candidate for reelection in 2022, the article conducts a content analysis of the campaign carried out through it, with the objective of identifying characteristics of the 652 tweets posted by the incumbent during the official campaign period, between 08/16/2022 and 10/30/2022. The results show that, although the campaign has adopted a combative tone and created a negative image of the main opponent, it uses these strategies in a professional way, giving more sobriety to Bolsonaro's style and focusing on presenting data on public policies implemented by the government.