O presidente sociólogo

a construção da imagem pública de Fernando Henrique Cardoso nas páginas do Jornal do Brasil (1994)

Abstract

Jornal do Brasil, one of the most influential national periodicals of the 1990s, appears as an important tool for the visibility and public recognition of Fernando Henrique Cardoso (FHC) in the 1994 presidential campaign. On its pages, we can notice the interplay between a specific political project, symbologies and the imaginary with the objective to influence the electorate to support FHC. Through the analysis of Jornal do Brasil´s editorial line is possible to perceive its commitment to invest the candidate who presented himself as a social democrat with attributes of competent and reliable political leadership, strengthening FHC´s political capital. Thus, in this article, I try to indicate justifications, interests and discursive strategies mobilized by the newspaper in the social field to establish and sustain that candidacy put forward by Brazilian Social Democracy Party (Partido da Social Democracia Brasileira - PSDB).

Keywords: Jornal do Brasil; Fernando Henrique Cardoso; Election campaign.