Political marketing in Brazil criticized for prioritizing narratives over debate

The Brazilian political debate has increasingly relied on ready-made narratives rather than substantive discussion. Political actors often label opponents as fascists or dismiss criticism as censorship or threats to freedom. This approach prioritizes fear, identity, and belonging over discussions regarding essential topics such as budgets, security, health, employment, and infrastructure.

This trend of using extreme labels for those with differing views empties language of its meaning and impoverishes democratic quality. While political marketing cannot solve polarization alone, it holds a responsibility to define campaign framing and the tone of conversation. Instead of acting as a factory for indignation, political marketing professionals should aim to compare trajectories and expose inconsistencies without transforming every adversary into a moral enemy.