A “Profissional” que Propõe Mas Não Vence

Uma Análise da Campanha Eleitoral no HGPE de Adriana Accorsi (PT) à Prefeitura de Goiânia

Abstract

This paper analyzes the campaign of the only female candidate for mayor of Goiânia (GO) in the 2024 elections, Adriana Accorsi (PT), as presented in Free Political Television Time (FPTT). Adriana was one of the frontrunners in a city known as a stronghold of agribusiness and conservative values. She adopted a professional stance and “ignored” attacks from her opponents, standing out as one of the strongest PT candidates in the Brazilian municipal electoral landscape. However, she ultimately placed third after a series of technical ties. This study seeks to understand the campaign strategies employed. Based on the thematic classification methodology for FPTT proposed by Panke and Cervi (2011), and the typology of women's electoral campaigns by Panke (2016), the first aim of this article is to identify the predominant themes in the candidate’s FPTT, taking into account the tight race with two right-wing candidates and the broader context of female electoral campaigns. In a second phase, we assess which female stereotype most closely aligned with the campaign and examine the key themes contributing to this typology. The main findings indicate that Adriana’s campaign was highly propositional, with a wide range of themes. In addition to “Candidate” and “Disqualification,” other prominent topics included Health, Education, among others. It is noteworthy that when engaging in disqualification, Adriana targeted the wrong opponent—someone no longer in the race—instead of her actual competitors. Finally, the most prevalent campaign typology was the “Professional,” strategically employed to construct a propositional, linear campaign that addressed the population’s needs.

Keywords: electoral campaigns; women; communication; FPTT