<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1390-1249</journal-id>
<journal-title><![CDATA[Íconos. Revista de Ciencias Sociales]]></journal-title>
<abbrev-journal-title><![CDATA[Íconos]]></abbrev-journal-title>
<issn>1390-1249</issn>
<publisher>
<publisher-name><![CDATA[FLACSO Ecuador]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-12492023000300137</article-id>
<article-id pub-id-type="doi">10.17141/iconos.77.2023.5633</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Entre gigantes y molinos de viento: el lulismo en las elecciones presidenciales de 2018]]></article-title>
<article-title xml:lang="en"><![CDATA[Between giants and windmills: Lulismo in the presidential elections of 2018]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alves.]]></surname>
<given-names><![CDATA[Mércia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Leão Martins.]]></surname>
<given-names><![CDATA[Joyce Miranda]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Federal de Paraná  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brasil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Federal de Alagoas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brasil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<numero>77</numero>
<fpage>137</fpage>
<lpage>155</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-12492023000300137&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-12492023000300137&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-12492023000300137&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El lulismo, en cuanto amplio fenómeno de adhesión a la figura política de Luiz Inácio Lula da Silva, se fundamenta también en la aprobación de la imagen de &#8220;hombre del pueblo&#8221;, movilizada en las elecciones de 2002 y evocada continuamente contra el Partido Socialdemócrata Brasileño. En este artículo analizamos las estrategias de propaganda electoral del Partido de los Trabajadores en un momento en que su mayor líder fue encarcelado y sus principales opositores eran otros: los gigantes del antipetismo. Partiendo de que la televisión sigue siendo importante en el juego electoral brasileño, el corpus del análisis es el calendario electoral televisivo del Partido de los Trabajadores durante la primera y la segunda vuelta. En la metodología utilizada se combinan la observación de los tipos de anuncio con el análisis del discurso de matriz francesa, basado principalmente en las contribuciones de Charaudeau y Orlandi. Como categorías se observan el ethos y el antiethos, los interdiscursos, las formaciones discursivas, las formaciones ideológicas y las condiciones sociales de producción. Se concluye que el lulismo se movilizó para luchar contra el gobierno de Temer y el Partido Socialdemócrata Brasileño, molinos de viento que no eran en realidad rivales peligrosos, sin embargo, no logró construir una narrativa contra los gigantes del antipetismo que cuestionaban no solo el juego electoral brasileño, sino el propio régimen democrático.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Lulismo, as a broad phenomenon of adhesion to the political figure of Luiz Inácio Lula da Silva, is also based on the approval of the image of &#8220;man of the people,&#8221; which was mobilized in the 2002 elections and continuously evoked against the Brazilian Social Democratic Party. In this article, we analyze the electoral propaganda strategies of the Workers&#8217; Party at a time when its major leader was imprisoned and its main opponents were others: the &#8220;dragons&#8221; of anti-petismo. Based on the fact that television continues to be important in the Brazilian electoral game, the corpus of the analysis is the electoral television calendar of the Workers&#8217; Party during the first and second rounds. The methodology used combines the observation of the types of ads with the analysis of the French matrix discourse, based mainly on the contributions of Charaudeau and Orlandi. As categories, ethos and antiethos, interdiscourses, discursive formations, ideological formations, and social conditions of production are observed. It is concluded that Lulismo was mobilized to fight against the Temer government and the Brazilian Social Democratic Party, which were not dangerous rivals; however, it failed to build a narrative against the &#8220;dragons&#8221; of anti-petismo that questioned not only the Brazilian electoral game, but the democratic regime itself.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[antipetismo]]></kwd>
<kwd lng="es"><![CDATA[campaña electoral]]></kwd>
<kwd lng="es"><![CDATA[elecciones 2018]]></kwd>
<kwd lng="es"><![CDATA[Fernando Haddad]]></kwd>
<kwd lng="es"><![CDATA[Lula]]></kwd>
<kwd lng="es"><![CDATA[lulismo]]></kwd>
<kwd lng="en"><![CDATA[anti-petismo]]></kwd>
<kwd lng="en"><![CDATA[electoral campaign]]></kwd>
<kwd lng="en"><![CDATA[2018 elections]]></kwd>
<kwd lng="en"><![CDATA[Fernando Haddad]]></kwd>
<kwd lng="en"><![CDATA[Lula]]></kwd>
<kwd lng="en"><![CDATA[lulismo.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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