From “Leftist” To “President”: Journalism and Editorial Coverage of Brazil’s Lula in Five Elections

Abstract

The article analyzes the image that O Estado de S. Paulo (one of the main Brazilian newspapers) constructed of the presidential candidate Lula da Silva over the course of five electoral campaigns: 1989, 1994, 1998, 2002 and 2006. Our hypothesis is that OESP editorials have an adversarial positioning towards Lula da Silva in all presidential races, despite slight variations brought on by the newspaper's perception of his chances of victory. The study uses a quanti-qualitative methodology supported by Iramuteq (lexicometric analysis) to examine 181 OESP editorials. We found out that OESP features Lula in different ways, adapting its position-taking over time: the characterization of the candidate ranges from “the leftist” (1989 elections) to “the president in permanent campaign” (2006 elections). Notwithstanding, OESP editorials are repeatedly willing to consider him as unsuitable for office. The longitudinal study highlights OESP's political positioning and allows us to discuss journalism and political interests in the Brazilian case.