Populist Traits in Communication Strategies on Facebook: An Analysis of the Posts by André Ventura and Eduardo Bolsonaro in the 2022 Electoral Campaigns

Abstract

The present study examines the communication strategies of André Ventura and Eduardo Bolsonaro on Facebook during the 45 days preceding the 2022 parliamentary elections in Portugal and Brazil, respectively, with the aim of identifying and comparing populist traits in their posts. Using a mixed thematic content analysis, 512 posts were analyzed, with 229 from Ventura and 283 from Bolsonaro. The qualitative analysis identified units of meaning in the posts, while the quantitative analysis sought patterns to support these observations. The results indicate that both candidates adopted populist strategies, with 66% of Ventura's posts and 90% of Bolsonaro's posts containing populist elements. Ventura focused on "confronting the opposition" and constructing his image as a "common Portuguese", using irony and sarcasm to discuss topics such as public safety and pension reform. Bolsonaro, in turn, emphasized the figure of the "charismatic leader" and "confronting the opposition", addressing issues such as corruption, gun rights, and women's defense, consistently reinforcing the image of his father, Jair Bolsonaro. The comparative analysis revealed differences in communication tactics: Ventura adopted a more concise and polarizing approach, while Bolsonaro used lengthy narratives and symbolic visuals. This study contributes to the understanding of how populism is shaped and adapted in different electoral and cultural contexts, reflecting the growing influence of digital social networks in shaping political opinion and the ethical challenges faced by journalists in contemporary democratic societies.