Ventura inc.: when celebrity matters more than the party
DOI:
https://doi.org/10.11606/issn.1984-5057.v17i2e242893Keywords:
right-wing populism, political personalization, celebrity culture, mediatization, social media, political brandingAbstract
This article examines the radical personalization of Portuguese politics through the case of André Ventura and the CHEGA party, arguing that the leader’s central role has turned the party into a personal brand. Using a multidisciplinary framework, the study integrates theories of political mediatization, celebrity culture, and radical right- -wing populist discourse. Through critical discourse analysis, midia coverage, and digital communication strategies, the article shows how Ventura built a charismatic persona grounded in direct communication, moral polarization, and rhetorical simplification. The case is contextualized within a comparative perspective, drawing parallels with figures like Donald Trump, Jair Bolsonaro, and Javier Milei. The findings suggest that extreme personalization weakens party institutionalization, replaces ideological debate with leader-centric loyalty, and threatens the principles of democratic representation. The study contributes to understanding how market logics, digital midia, and the erosion of traditional structures are reshaping contemporary politics.
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