Designation, meaning, and representation: an analysis of the discourses behind the genesis of Bolsonarism

Abstract

Introduction: This paper presents a discourse analysis methodology that blends a post-foundationalist approach to the formation of political subjects with the Comparative Manifesto Project (CMP) methodology, which measures the frequency and distribution of themes in political texts and places them on the ideological spectrum. The focus is on Jair Bolsonaro's speeches and how they helped transform him from a representative of minority groups into a mass leader with hegemonic aspirations. Materials and Methods: We analyzed 1,534 of Bolsonaro's speeches in Congress between 1991 and 2018 to track the frequency and distribution of the themes addressed over time. We employed a dual coding system, combining the CMP categories with the indexing system used by Congress. Results: Initially, Bolsonaro's speeches were dominated by the “Positive Military” (104) category. From Bolsonaro's fifth term onward, the prevailing categories shifted to “Positive Law and Order” (605.1), “Positive Democracy” (202.1), “Positive Morality” (603), and “Positive Pre-Democratic Elites” (305.4). His antagonism against the Workers' Party became a central theme, rallying various social groups around him. Using the Rile Index, we positioned his seven terms and two government programs on the ideological scale, characterizing him as a far-right populist leader. Discussion: We used the concept of Populist Reason to explain how the processes of designation, meaning, and representation shape political subjects through discourses that connect different social groups. When combined with the CMP methodology, this approach proved both replicable and valuable for other studies. Our research also contributes to the analysis of global right-wing populism and Bolsonarism in Brazil.