OPINION: The boundary of politics as entertainment
It is no coincidence that the most picturesque scene of the São Paulo election brought together two candidates from show business, TV host José Datena (PSDB) and influencer Pablo Marçal (PRTB).
Although from different generations, both are part of the phenomenon that treats politics as entertainment. The live aggression reflects the anything-goes attitude for audience ratings demanded by this new campaign.
Discussing public issues from an entertainment perspective is a way to attract voters who are often bored with traditional politicians. Moving forward, this blurring of boundaries between show business and politics is a reality that parties must face, forcing a revision of traditional election marketing methods.
There is a growing need to produce content to maintain audience/voter engagement. For example, Jair Bolsonaro brought politically incorrect discourse and historical revisionism as a way to shock the establishment and position himself at the center of political debate.
Marçal takes this to the extreme, even flirting with the grotesque and causing strong tension in public debate, media coverage, and, as seen, among other candidates.
Applying social media techniques to political campaigns, Marçal brings the speed of the digital world to the political realm. To do this, he always needs a new accusation, more aggressive provocations, more internal conflicts, and disruptive proposals, even if impractical.
Datena is also from this school, but from an analog era, when TV acted as a gatekeeper, selecting what was or wasn’t consumed by people on a massive scale.
It was a much more controlled and safe environment. Datena imagined that the role of breaking the windows of current mayor Ricardo Nunes was reserved for him. However, he did not expect to be overshadowed by the new (not necessarily better or worse).
The chair incident materializes this generational conflict.
Marçal is changing the parameters of electoral campaigns, and it is not an exaggeration to say that today the São Paulo election revolves around him. But does this mean we have a new champion?
This question is less about Marçal and more about the validity of politics as entertainment.
What is the durability of these influencers in politics, considering that the crazy need to produce content does not come close to the speed at which things happen in politics?
To what extent do the excesses committed by influencers tire the voter?
Will people realize that the option for entertainment may work in a campaign, but tends to be dysfunctional when dialogue is needed to solve the city’s problems?
All these questions will be answered by the great social experiment that has become the São Paulo election.
The results will have consequences for the future in terms of content (ethical behavior, for example) and form (the aesthetics of a campaign), and will echo in the 2026 general elections at all levels. In the end, it is the voter who will determine to what extent politics as entertainment will be the new paradigm in how we choose our leaders.
Arwen Volkov, A graduate of the University of St. Gallen in Switzerland with a degree in International Finance, Arwen specializes in sustainable finance and green investments. She began her career at an investment bank in London, where she developed financing models for environmentally friendly projects. Known for her analytical and strategic thinking skills, Arwen is a sought-after financial consultant. In her spare time, she mentors fintech startups, contributing to their growth strategies. She is also a nature enthusiast and an amateur photographer.