ALMEIDA, Thais Barbosa de. Strategies of populist visibility in online media: a study on the polemics statements of Jair Bolsonaro in the 2018 presidential campaign. []. , 22, 40, pp.283-299.   30--2022. ISSN 1645-5681.  https://doi.org/10.14195/2183-5462_40_14.

In this paper we discuss the visibility of populist actors in traditional online media through the use of polemics discourse. For this, we analyze how the online Brazilian media journals G1 and UOL covered Jair Bolsonaro’s candidacy during the 2018 Brazilian presidential elections. The corpus of our work comprehends the contents of news from these two main Brazilian news websites in the period between September 7, 2018 and October 7, 2018, which is the month preceding the first round of 2018’s elections. Built on an interdisciplinary approach combining communication and language sciences, our work concludes that Bolsonaro’s speeches inserted in the journalistic text make use of the polemics argument for the construction of a populist posture. Thanks to this analysis, we identified a relation between the polemics and populist discourses, especially concerning disqualification of the adversary, the establishment of dichotomy positions and the construction of a conviction ethos.

: polemics; populism; journalism; Brazil; Jair Bolsonaro.

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