The People’s Captain: Understanding Police Officers as an Electoral Brand

In Brazil, police officers have increasingly competed in elections, mirroring expanded roles in government for coercive agents in cases such as the United States, the Philippines, and Mexico. In this paper, I develop a theory of how voters perceive these candidates. The symbol of the police officer represents the abstract idea of order and stability, more than just a crime fighter. Corruption scandals and insecurity in Brazil and Latin America have given rise to “order” in response to the chaos of politics as usual as a compelling electoral brand. I therefore expect that voters associate police officer candidates with strong, decisive leadership, social conservatism, a strong commitment to the rule of law, honesty in government, and a weak commitment to democracy. An image-based conjoint experiment fielded to a representative sample of Brazilian voters ( N = 3,098) finds support for the theoretical framework, but respondents did not perceive the police officer candidate as less democratic than other professional profiles. The results help to inform our understanding of electoral politics in post-transition democratic regimes, demonstrating how armed agents of the state might remain popular and influential within the context of a consolidated democracy.