Dialogismo e espetacularização nas capas da Veja e tweets: o primeiro mês do governo Bolsonaro

This article seeks to understand the competing meanings attributed to the first thirty days of the Bolsonaro administration, in January 2019, by comparing the covers of Veja magazine—one of Brazil’s highest-circulation weekly magazines, with approximately 556,000 copies distributed per week—and posts published on President Jair Bolsonaro’s personal Twitter account, the social media platform with his largest audience and the one he has used most extensively since his electoral campaign. Using a qualitative and interpretive approach, the study analyzes the images posted on Twitter on the same dates as the publication of Veja’s covers, as well as their relationship with the accompanying verbal statements. The analysis is grounded in Mikhail Bakhtin’s concepts of dialogism, voices, and centripetal discourse, together with Guy Debord’s concept of the society of the spectacle. The findings indicate that, while Veja publicly expressed skepticism regarding the new administration, Bolsonaro’s Twitter account, in a dialogical relationship with the magazine’s narratives, sought to construct and reinforce his public image as a man of action. The study contributes to understanding how traditional and digital media interact in shaping political narratives, demonstrating how different communication channels produce competing representations of the same political moment through processes of media spectacularization and discursive construction.