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SÃO PAULO Y RIO – Less than 20 days before the first round of the municipal elections, the proposals lost space in the propaganda of the candidates on television and gave way to attempts to deconstruct the growing opposition. In many inserts, the candidate responsible for the attacks is not even mentioned: coalition data appears only in small print, a requirement of electoral law.
read: Former Rio Police Chief defends Martha Rocha from accusation broadcast on television
In Rio, Eduardo Paes (DEM) and Marcelo Crivella (Republicans), who started the campaign at the front, were the main targets, but this week they won the company of Martha Rocha (PDT), who grew and is tied numerically with Crivella. second, according to the latest Datafolha survey. In São Paulo, Bruno Covas (PSDB), candidate for reelection and leader at the polls, is attacked by Celso Russomanno (Republicans), in the autumn, and Márcio França (PSB), who is trying to get a place in the second round.
Former Mayor Eduardo Paes (DEM) made Martha his favorite target this week after the pediatrician appeared in front of him in second-round simulations. In one of the videos, without mentioning Paes, her role as head of the Civil Police in the management of Sérgio Cabral is recalled, when “he did not arrest any police or corrupt political figure.” “No more risks. Rio does not deserve a new Crivella ”, concludes the work. Another announcement from Paes points to a worsening of the rates of vehicle theft, unsolved crimes and violations in the period in which Martha headed the Civil Police.
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The former mayor, in turn, is Crivella’s target. The reelection candidate points to his predecessor in office and Luiz Lima (PSL), with whom he has shared the Bolsonarista electorate. Against Paes, Crivella uses his ads to broadcast a video in which the former mayor uses bad words to deliver a popular house to a beneficiary in 2015, and also uses a testimony from Alexandre Pinto, secretary of Works in Management. Paes and Lava-Jato complainant. The two pieces were abandoned by the Electoral Tribunal, at the request of Paes. Already against Luiz Lima, the mayor even launched, at the beginning of the campaign, a play in which he affirms that the opponent entered politics at the hand of Leonardo Picciani (MDB) and that he “betrayed” Bolsonaro by announcing that he would remain in the PSL.
For political scientist and professor Paulo Baía (UFRJ), using television time to attack opponents without the aggressor appearing is a way to minimize what he calls the “boomerang effect.”
– Hitting someone hurts the aggressor. When you openly attack the other, you can make a boomerang with him. It is not uncommon for elections to occur in which the aggressor ends up being harmed. So there is this strategy of the “unsigned” attack.
– Obviously, no candidate says what is wrong. So, it is part of the campaigns to show the weaknesses of the opponents, even so that the population knows them more clearly. The rule is to have no fake news, said Rodrigo Bethlem, Crivella’s strategist.
On recording: Luiz Lima said ‘he does not want’ to be mayor for fear of the threat of a party colleague
Luiz Lima, in turn, points to the three best placed to try to grow. In one of his advertisements, an announcer affirms that Paes “hides trials where he is accused”, qualifies Crivella as a “false conservative”, saying that today the Bolsonarista was Dilma Rousseff’s (PT) minister and says that Martha hides Leonel Brizola your campaign. , to hide your left position. Only in the last seconds does the logo with the number of Lima appear. For Cacá Colonese, the marketer responsible for the Lima campaign, this is not a “reputational murder”, but a “call for reflection”.
– There is no deconstruction work that is not based on facts. There are many attacks this year because it is a very short, atypical campaign, without the participation of people on the street. In this scenario, the best known candidates, who have more remember, they are favored – affirms colonés.
In SP, Covas is the target
In São Paulo, Russomanno, who falls at the polls, has intensified the attacks against Covas, who is seeking reelection. At election time, Russomanno’s main strategy is to associate the mayor with Governor João Doria (PSDB). When referring to the rival, he uses the term “Bruno Doria”. On Monday night he dedicated 51 seconds of the program to investigate the absence of the governor in the mayoral campaign. Rejection of Doria has been high among São Paulo citizens since 2018, when he left the city hall to run for the Palácio dos Bandeirantes. According to the Datafolha Institute, 60% of respondents would not vote for a candidate supported by them.
Fourth in the polls, Márcio França prefers to use the internet to attack Doria and Covas. In their networks, almost daily there are videos making fun of toucans. Even a song, in the rhythm of pagode, to criticize the actions of the current mayor in front of the city of São Paulo. The fact that Doria left the town hall is also remembered. On television, the tone is more measured.
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Covas, in turn, began to react to the attacks. The campaign has at least two commercials aired criticizing the position of the competitors, although without naming them. In one of the inserts, the mayor points out the “foul play” in the dispute over the city of São Paulo. In another, he criticizes the spread of fake news and provides a channel on his website for voters to report deceptive content. In both ads, it is the candidate himself who criticizes his opponents.
