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The Sharp-Tongued Loudmouth: Incivility and Debasement in Brazil's President Jair Bolsonaro's YouTube Livestreams

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Abstract

This chapter focuses on debasement language in contemporary Brazilian political communication, analyzing Jair Bolsonaro's YouTube livestreams from 2019 to 2020. We understand debasement language as a discourse aiming to demean, degrade, or discredit a specific target, such as individuals, social groups, and personnel within political institutions. To assess and measure debasement language in Bolsonaro's livestreams, we apply content analysis that codes its elements. Findings indicate that debasement discourse is essential to his messages throughout 2019 and 2020. Bolsonaro's derogatory language addresses two main targets: left-wingers and the media. Using name-calling and insulting language, Bolsonaro attacks political parties, politicians, outlet groups, and journalists, among other subjects. Bolsonaro’s interactions (often with the Brazilian press and mainstream media) are also subject to misinformation. While the topics of his interactions with the media vary, he usually attacks media groups and journalists when he disagrees with something they published or said, especially when he is the target of criticism.

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This chapter examines the use of incivility by political actors in relation to three primary objectives: building a personal brand, constructing a political identity, and mobilising supporters. First and foremost, it highlights how the use of incivility allows for the immediate recognition of the political actor employing it and, simultaneously, leads to a distinct separation from the traditional political context. Through the frequent deployment of bad manners, emotionalism, and aggression, political leaders redefine their image, distancing themselves from the so-called technocratic elite while also fostering a reconnection with their communities. In the hybrid media system, these mechanisms also enable politicians to increase their media exposure and influence over the media agenda. Second, by facilitating an emotional connection with voters, the use of incivility allows politicians to define a group identity and reinforce a sense of belonging—whether it be social, cultural, or ethnic—for which they become the spokesperson. Finally, we will explore how incivility can function as a lever to mobilise supporters and facilitate various forms of political engagement, both within online platforms and in physical public spaces.
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