Luciana Panke She is a specialist in political communication and the author of “Electoral Campaigns for Women”. In dialogue with NOTICIAS, she analyzes the role of Janja da Silva during the campaign that took her husband, Lula da Silvato win the presidential elections for the third time.
NEWS: What was Janja’s contribution to the campaign?
Luciana Panke: One of his challenges now was, precisely, to talk with women. During her Presidency, I conducted research on her speeches on Women’s Day. Its content always spoke of housewives, of women who stay with their families. She had a very traditional look. That work is now over a decade old. At that time she not only changed Brazil, but also Lula. Today, being married to someone younger, smarter, and more prepared suits him. In addition, women’s rejection of both Lula and Bolsonaro was very strong. That is why her presence was very key to strengthening the image of her husbands.
NEWS: How does Janja’s profile differ from that of Marisa, the previous wife?
Panke: Marisa did not participate, she did not speak in public and she was a very discreet woman. She had the profile of a woman dedicated to her house. In 2012, before Lula was re-elected, there was a lot of pressure because she was not seen so she decided to appear in some spots, but she never wanted to get much more involved.
NEWS: What does the Brazilian society expect from the first ladies?
Panke: Brazil is often a very conservative society. That’s why first ladies are expected to work on “women’s” things, like childhood. It is tremendous discrimination.
NEWS: How much does it influence whether or not a candidate is married in Brazil?
Panke: Marriage is highly valued. When a gay man was elected governor, there was actually quite a stir. But the traditional and conservative couple is still key. If Lula had been single, he would have chosen another campaign strategy such as “the widower”, something similar to what Cristina did.
