Lula’s imagetic path: from union leader to president of the from union leader to president of the Republic

Abstract

This work studies the changes in image undergone by Luiz Inácio Lula da Silva, from the time he was the ABC metallurgical workers union president in 1979, to his last presidential campaign, in 2002. The study will be limited to photographs published by Veja magazine, as a source chosen for analysis. Starting from the presupposition that this magazine is highly influential on public opinion, the study tries to find whether or not there has been any correlation – or influence – between the imagetic treatment given to Lula, and his actual performance on the polls for the Presidency of the Republic: those of 1989, 1994, 1998 and 2002.