Banca de QUALIFICAÇÃO: THÂMARA ROQUE DOS SANTOS SOUSA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : THÂMARA ROQUE DOS SANTOS SOUSA
DATE: 11/09/2025
TIME: 09:00
LOCAL: Google Meet
TITLE:

First Ladies as Digital Influencers: A Comparative Analysis of Janja Silva and Michelle Bolsonaro on Instagram

KEY WORDS:

First Ladies; Digital Platforms; Political Communication; Instagram; Comparative Analysis.

PAGES: 100
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

This dissertation comparatively analyzes the communication and digital influence strategies of former First Lady Michelle Bolsonaro and current First Lady Janja Silva on Instagram. The study investigates communication patterns, differences and similarities in their approaches, and the impact of algorithms on the visibility and engagement of their posts. Within this context, the research seeks to answer the following question: How do Janja Silva and Michelle Bolsonaro use Instagram to build their public images, and what are the impacts of this activity on political communication and public perception? The central hypothesis suggests that both strategically use Instagram to reinforce their political positions, albeit with distinct approaches. However, despite these differences, they face common challenges, such as misogynistic attacks and resistance for occupying a prominent public role. The digital presence of the First Ladies not only reflects political strategies but also highlights the barriers faced by women in the public sphere. The study is grounded in theoretical frameworks on digital political communication, gender, and platformization. Research on gender in politics shows that the role of First Ladies has evolved historically, reflecting power relations and visibility strategies (Rodrigues, 2021). In the digital realm, the analysis explores how Instagram’s algorithms shape engagement and the visibility of posts, drawing on discussions about platform society and the mechanisms that influence user experience (Bucher, 2018; D’Andréa, 2020; Gillespie, 2018; Van Dijck, Poell & De Waal, 2018). Furthermore, by considering the spectacularization of private life and the role of digital influencers, the research examines how First Ladies construct their images to reinforce political narratives and broaden their reach (Sibilia, 2008; Primo, Matos & Monteiro, 2021). Methodologically, the study adopts as its main axis an adaptation of content analysis, originally systematized by Bardin (2016), applied to the digital environment and the specificities of Instagram. The research seeks to identify communication patterns that connect image construction with political influence, while considering the impact of algorithms on the dissemination of posts. The expected results include contributions to understanding the use of digital platforms in politics, with an emphasis on female participation in the digital environment.

COMMITTEE MEMBERS:
Presidente - 1003969 - JANAINE SIBELLE FREIRES AIRES
Interna - 1841870 - LILIAN CARLA MUNEIRO
Externa à Instituição - Clara Bezerril Câmara