The construction of Fernando Haddad in WhatsApp bolsonarist groups in the 2018 electoral campaign

Abstract

This work aims to analyze how the character of the then presidential candidate Fernando Haddad is built in messages shared in groups of supporters of candidate Jair Bolsonaro in the WhatsApp instant messaging application, during the period from April 1, 2018 to December 31, 2018. Based on the assumptions of the Semiolinguistic theory (CHARAUDEAU, 2010), we analyze the data collected through a tool called WhatsApp Monitor. The messages collected regard the construction of Fernando Haddad as an antagonist of Bolsonaro and are intended as media discourse and authentic newsletters, with the interest of causing certain effects on the reader, identified here as the potential voter. Thus, the results point to the emergence of a conflict between supposed left and right ideals. In this conflict, Jair Bolsonaro is constructed as the protagonist, through an image of a hero of the country. For which a speech of glorification is used, through the vision of pathos, trying to cause in the reader feelings of patriotism and hope. Fernando Haddad, in turn, is constructed as an antagonist, through the use of inciting aims, which try to convince the reader of certain information and, also, of the pathos aim which, unlike the previous use, is used to cause the feeling of repudiation.