Janonismo cultural em 280 caracteres : a comunicação agressiva de André Janones contra o bolsonarismo no Twitter durante o segundo turno eleitoral de 2022

Abstract

This study analyzes the communication strategy of politician André Janones on X (Twitter) as a campaign advocate for Lula during the second round of the 2022 Brazilian presidential elections, investigating how his confrontational approach contributed to digital mobilization and engagement in favor of the Workers' Party candidate. Unlike the traditional strategy adopted by Luiz Inácio Lula da Silva's campaign, Janones embraced a combative style characterized by aggressive counter-argumentation, irony, and the delegitimization of opponents—elements that had already been widely employed by members of the Bolsonaro family and supporters of bolsonarism on the platform. This research aims to understand how this communication tactic influenced public debate on the platform and emerged as a strategic element in the electoral contest. To achieve this, content analysis is employed as the methodology, allowing for an assessment of the effectiveness of this discourse in shaping political narratives and mobilizing the electorate. The study is justified by the need to understand the evolving dynamics of political communication and its influence on democratic processes, particularly in an increasingly polarized environment such as billionaire Elon Musk’s social media platform.