Resumo (EN)
The deconstruction of Lula's (PT) candidacy in the 2018 presidential elections is addressed in this research as a project led by Rede Globo, through the Jornal Nacional, to try to further damage Lula's image during the election. Television, as the most influential means of mass communication, and Jornal Nacional, as the most watched television news in the country, are emerging as important political actors today. Producing a social, cultural and political agenda that sometimes allies with certain power groups, Rede Globo has been present on the Brazilian political scene since its creation and, at times, has sought to intervene in important contexts of the country's history. Its main tool is the Jornal Nacional, which in 2018, acted through a well-prepared speech, and supported by specific communication strategies, to empty Lula's political capital (PT) during the election campaign, deconstructing his image as a candidate, until the definitive challenge of his candidacy. To confirm this hypothesis, a survey of 18 issues of Jornal Nacional was carried out, from August 15 to September 11, 2018, submitted to the Content Analysis process, which seeks through quantitative and qualitative analyzes, to map how Lula is portrayed in the news, and how this treatment can influence the viewer's perception.
