A Produção da Imagem na Política: Uma Análise do Vestuário de Marta Suplicy em Tempos de Midiatização

Resumo (EN)

The aim of this study was to identify analyze which role of clothing in the construction of the image of contemporary political character in times of amplified mediatization. The study shows the relation among clothing, image, politics and media, investigating how  these  phenomena  interfere  on  each  other;;  understanding  in  which  way  the  clothing of today’s political character’s clothing, frequently exposed to the collective eyes, can reflect on his political image, creating a personal style and if this cited and endorsed  by  the  media.  As  methodology,  the  unit  of  analysis  selected  was  Mrs.  Marta Suplicy, a contemporary national political character, in four different moments of her political career in campaigns for the position of major in the city of São Paulo. The discussion also identified and included the role of other professionals involved in the  creation  of  the  image  of  contemporary  political  characters  when  clothing  is  concerned: designers, personal stylists and image consultants. Clothing is one of the non-­verbal  communication  elements  present  in  the  formation  of  today’s  politician’s  image with the reinforcement of the aspect of mediatic spectacle of the contemporary politics, increasing the role of image consultants and personal stylists. On the other hand, the printed media endorses the importance of this element, as it included and discuss the clothing decisions of the candidates to political positions. In the case of Mrs.  Marta  Suplicy,  although  there  has  been  a  strong  rupture  of  political  positions  over the analyzed period due to changes to different political parties, her style, both classic and executive, prevailed as a distinctive aspect of her image to the media.