Eleições municipais: estratégias da candidata Margarida Salomão à Prefeitura de Juiz de Fora

Resumo (EN)

The article analyzes the media strategies of candidate Margarida Salomão (PT), who ran
for the Mayor of Juiz de Fora in 2020, who after running four consecutive elections (2008,
2012, 2016 and 2020) emerged victorious, defeating Wilson Rezato of PSB . Of the 11
candidates, 5 were women, marking an increase in female representation. The article
discusses the media and politics interface, the spectacularization process and the gender
and politics dimension. Finally, it brings the debate about advertising and the specifics of
the HGPE and the changes in the Electoral Law in 2015 that reduced the time of the
programs. The study presents a content analysis, based on Bardin (2011) and Panke
(2016), of 30 HGPE programs on candidate Margarida's TV in order to identify the most
triggered themes, the construction of her image and the recurrence of female identity. It is observed that, even with little time at HGPE, the candidate explored political issues
well, but there was a silence about the Covid-19 pandemic.