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Analysis reveals the role of TV Globo's campaign in shaping political values, suggesting media influence affected Bolsonaro's electoral success.
In 2018, TV Globo launched a campaign entitled O Brasil que queremos, where society was invited to point out what it expected from the elections that would be held in October. It saw a festival of defenses of a corruption-free society, where social issues and the defense of democracy were subordinated. This moralist demand was captured by Jair Bolsonaro who presented himself as the candidate against "everything that is there". This paper will analyze the constitution of this militant journalism and its impact on Bolsonaro's victory in the elections. To this end, we will analyze the lines presented in the campaign, the process of building a consensus around moralistic values in politics, and the process of deconstruction of the left in the country. The role of the media as an actor that guides the electorate is the starting point of the article.
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Vieira et al. (2025) studied this question.
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