PSDB's political propaganda: "never before in the history of this country"

Yesterday, the political advertisement for the PSDB – Brazilian Social Democracy Party – aired. This is another chapter in the recent history of clashes between the party and its main opponent, the PT – Workers' Party. Criticism of government and PT propaganda has been constant, as there is a huge gap between what is presented in well-constructed films, images, and speeches, and the reality of the country. Because of this, there was great anticipation for the PSDB's advertisement.

Carlos Sampaio and Cassio Cunha Lima, leaders of the party in the Chamber and the Senate, respectively, delivered their message, criticizing the government. Obviously, Aécio Neves and Fernando Henrique Cardoso (FHC) had the most to say. FHC was the PSDB member who delivered the most barbs. Surgical barbs aimed at former president Lula. FHC used his well-known irony when making the strongest statement of the program: "never before in the history of this country" has so much been done wrong and so much stolen in the name of a cause. Furthermore, FHC stated peremptorily that the main responsibility for the current crisis lies with Lula. FHC did not spare Dilma, but the target was Lula.

Let's not forget that FHC (Fernando Henrique Cardoso) lived – and still lives, though much less so today, it's true – with the expression "cursed inheritance," which Lula and the Workers' Party (PT) used to characterize Cardoso's administration. This expression served to criticize his predecessor and blame him for the country's problems and ills. The great achievements, the successes, these were Lula's work, and in an unprecedented way: "never before in the history of this country." Anyone who knows a little about FHC's personality knows that this irony towards Lula had probably been brewing for some time and had the right moment to be delivered. And why was he more lenient with Dilma? I have a possible explanation in mind: Dilma, already President, sent FHC a letter on the occasion of his 80th birthday celebrations, praising the "innovative academic," "skillful politician," and acknowledging that controlling inflation and economic stability were positive hallmarks of his government. This fact affected FHC (Fernando Henrique Cardoso). Lula never, ever, was able to acknowledge any merit in the FHC years. Unfortunately, the elements of the political game led Dilma, shortly after, to adopt the rhetoric of Lula's Workers' Party, bringing up, once again, the thesis of the "cursed legacy." As for Aécio, he was more restrained in his criticism, but stated that the government is proposing an adjustment and that he calls it "unfair," since the bill will be paid by Brazilians and much less by the government. He seeks to remain in the spotlight, given the enormous political capital he gained after the second round in 2014.

Overall, the program featured excerpts from speeches by then-candidate Dilma Rousseff and, now, the results of her government: cuts to labor rights, increased energy bills, interest rates, inflation, etc. Aesthetically, it presented images of pots and pans being banged and testimonials from people indignant about the current situation. Of course, this was also under the guise of political marketing. A cheerful group in a restaurant asks for the bill, and it comes with expenses that are not theirs, but rather the government's: the government makes a mistake and you pay the bill, that's not fair. This is another message. One of the powerful images is of a family squeezing together under an umbrella, and suddenly, a hand comes and removes the protection, leaving the family in the rain. Here, it's worth remembering, is a response to a propaganda film in which the PT (Workers' Party) stated that one should not return to the past, contrasting images of a present in color, cheerful, with work and income, with a past in black and white, somber, melancholic, and with serious social problems (again, the so-called "cursed inheritance").

Ultimately, the campaign ad had the merit of delivering the criticism expected of an opposition party. It was aesthetically well-constructed and featured speeches from important party figures. Let's wait and see if the PSDB will be able to move beyond marketing and propaganda and develop a real alternative proposal to the current government. Lula, it seems, is already planning his return for 2018. In 2005, at the height of the Mensalão scandal, he had the intelligence and skill to distance himself from the party and was re-elected. So far, he, Lula, and the PMDB have, in many cases, been a better opposition to Dilma than the PSDB itself.