Meme como estratégia político-eleitoral : o caso do paletó (abandonado) do prefeito reeleito por Cuiabá Emanuel Pinheiro

Abstract

This research focuses on the intersection of communication politics and digital culture, exploring the role of political memes in the political-electoral communication of the then candidate for re-election Emanuel Pinheiro as mayor of Cuiabá in 2020. In a year of challenge due to the COVID pandemic -19, political-electoral communication has undergone important transformations (BACHINI et al, 2023; AZEVEDO JUNIOR et al., 2020,). Memes have emerged as powerful communication tools (SHIFMAN, 2014; MILNER, 2013), capable of synthesizing complex messages into concise and practical formats, interacting with on-line populism (MAZZOLENI; BRACCIALE, 2019; ENGESSER et al., 2017, BOS et al., 2011). This study analyzes the influence of these tools on the construction of Emanuel Pinheiro's public image on Facebook (DURIGON, 2022; EMPOLI, 2019), especially after controversies involving his political figure such as the so-called “Paletó Scandal”. The methodology involved manual collection of 314 letters framed as political memes (CHAGAS, 2018) published on the candidate's official page during the two rounds of the campaign, from September 27th to November 28th, 2020. Quantitative and qualitative investigations revealed the dynamics of these memes and the adaptation of campaign communication strategies at different stages of the electoral process, reflecting how the rhetoric and formats of political memes were adjusted in response to the political environment and public reception. Among the findings is the memetic repercussion of the candidate's strategic participation in the 2nd debate on TV Vila Real, days before voting in the first round.