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Latin American Perspectives
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From Equality to Opportunity

Transformations in the Discourse of the Workers’ Party in the 2002 Elections

Luis Felipe Miguel

Institute for Political Science of the University of Brasília and National Council of Scientific and Technological Development

Brazil’s 2002 presidential elections brought to power Luiz Inácio Lula da Silva, the leader of the Partido dos Trabalhadores (Worker’s party—PT) and a former union leader with a markedly leftist political trajectory. An examination of the PT’s discourse throughout the 2002 campaign, as evidenced in the free political advertising programs that represent the main form of contact between candidates and voters in Brazil, reveals the "professionalization" of Lula’s communication. An integral part of the "practical" shift of his political strategy, this professionalization punctuated a long process of accommodating the political establishment, in effect burying the radical novelty that the PT had stood for. In its origins, the party discourse fed on the lived experience of workers and the daily battles of social movements. This is the feature that was lost in 2002, when the discourse of Lula and the PT was molded to the dominant political discourse in both form and content.

Key Words: Workers’ party • Brazilian politics • electoral campaign • political discourse

Latin American Perspectives, Vol. 33, No. 4, 122-143 (2006)
DOI: 10.1177/0094582X06290191
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