Governor Coca-Cola

We humbly acknowledge that we were correct in stating, on September 8th, that Tarcísio de Freitas had developed the defensive psychic functioning known as "false self." The diagnosis stemmed from his ridiculous speeches atop a sound truck on September 7th and other typical behaviors of those afflicted by the disorder. This is how we explained it a month ago:

Based on the theory of British psychoanalyst Donald Winnicott, Tarcísio de Freitas developed the so-called "false self," a mechanism by which a person constructs an unreal facade of their true self to please others, concealing their true self, their authentic and spontaneous "I." This concept, initially applied to babies, has expanded to people of all ages and is linked to feelings of emptiness, futility, and unreality.

Those tormented by a "false self," like Tarcísio de Freitas, use an assertive tone to compensate for insecurities. Despite their rigid posture, they doubt themselves and seek external validation to reinforce their image. They tend to reject others' ideas for fear of appearing weak and, therefore, make mistakes. They alternate between moments of false bravery and crises of anxiety or anger.

Hater on September 7th to please some, now "funny" to, in a pathetic outburst, try to ease the tension. That's Tarcísio, always clumsy, always inopportune, always oscillating.

The governor of São Paulo definitively demonstrates that the "false self" suits him perfectly. A teetotaler, he simply celebrated the fact that methanol wasn't used to adulterate Coca-Cola, but only alcoholic beverages. A tasteless and disrespectful joke towards the victims of poisoning, typical of inert rulers in the face of problems they should be addressing. Jair Bolsonaro did the same when he mentioned he wasn't a gravedigger when the pandemic was killing thousands.

Tarcísio de Freitas is now labeled "Governor Coca-Cola." To understand the nickname, it's necessary to go back to the 1980s. In short, those who proved to be "all pressure," like the highly carbonated soft drink but devoid of any nutritional value, earned the nickname Coca-Cola. The term applied to people with a striking appearance, but superficial. Just foam, without substance.

In the 80s, being Coca-Cola meant having style, appearance, and a discourse of modernity accompanied by a huge conceptual void. Products from media and advertising devoid of any essence were also called Coca-Cola. Nothing could be more Tarcísio de Freitas.