Illuminated tourist spots, giant Christmas trees, a musical choir, the arrival of Santa Claus, the distribution of gifts and the delivery of the “keys to the city” to Bom Veligno: there are many cities in Cear that have dressed up in a Christmas atmosphere under his command. mayor’s office in recent weeks. But not only the Christmas spirit reigns, but also the political spirit.

In addition to the traditional speeches of mayors and mayors at the opening of the celebration, there were also those who dared to communicate with the public. This was the case with the mayor of Paraipaba (a city in the capital region of Fortaleza) Ariana Aquino (Republicans), who dressed as a “mummy” on December 16 last year to walk the streets next to Santa Claus and deliver the keys to the city. During Christmas Luz de Paraipaba.

There was also Santa Claus, who landed in a helicopter along with political leaders. In Pakatuba, also in the metropolitan area, children received a “gift official” along with Mayor Carlomano Marquez (MDB) and Federal Deputy Junior Mano (PL). And there was a child who guaranteed a photograph of Bom Veligno in his lap with the mayor sitting next to him.

Christmas holidays, which are a traditional theme of tourist attractions and are an economic source of cities – such as Gramado in the Rio Grande Sul – are becoming more challenging and attractive in cities that did not have a tradition of such events, as in the case of Paraipaba. …

“It was something you didn’t have before. Ten years ago, this was limited to municipalities such as Iguatu, ”recalls Leurinberg Lima, consultant and political marketing specialist.

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He recalls that in 2012, the municipality of Fortaleza promoted the Iguatu Natal de Luz parade in the capital as a tourism strategy. The glory of the Inner City earned it the name Gramado do Nordesti.

“Today you have a lot of city halls doing very cool and high-quality things. This is really and necessary. There are jobs that do not appear very often, for example, the basic sewer is underground, you don’t see it. Christmas lasts 30-40 days. and every day a person sees it. A small trace remains in the soul of a person. And it also testifies to care, zeal for the city. The decoration is usually accompanied by cleaning, paving, so that people end up earning money too. , “emphasizes Lerinberg.

The lighting, joy and beauty that only Christmas brings to physical spaces are no longer exclusive to Iguatu. In Redensan, in Serra de Guaramiranga, the administration of Mayor Davi Benevides (PDT) has facilitated street parades with cultural presentations, Casa do Papai Noel, a parade on streets with a structure loaded with trucks, and even snow simulators. On the street, the one who waved to Santa Claus said goodbye to the mayor.

public image

When it comes to political action, fact cannot be separated from interests, which are also related to public and electoral image. “These events promoted by politicians are not accidental, and because of the spirit of Christmas, there is an electoral component, the need to strengthen ties with society, be it the events or the distribution of the benefits that they include in this practice,” states the political scientist and professor at the State University of Ceara (Uese) Monalisa Torres.

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Even for those who did not have a lot of resources, the party was guaranteed. In Milhai, Central Sertao, Mayor Alan Makedu (PDT) and his wife, Jamin Borges, who is also the municipal secretary of health, drove Santa’s sleigh through town, improvising in a car, modeling a buggy. On the podium, in addition to the city leaders, there was a deputy of the state, Leornado Pinheiro (Progressists).

Monalisa Torres recalls that building a public image of a politician presupposes the presentation of a charismatic figure, “a person who presents himself as accessible, close, generous, and affectionate.”

Within the country, these relations are even more intense. “Especially in small towns, a politician is very close to people, you know the street, the house, you know where he lives,” emphasizes Torres.

Whether you are traveling the bright and beautifully designed city streets in Santa’s sleigh or to major events in the squares, or visiting the areas and delivering gifts near Bom Velhinho, or flying in by helicopter, government managers are always focused on adding points. but it is necessary to pay attention to the limits.

“In public service, there is a very thin line between the need to offer people leisure opportunities — because many people do not have access to leisure activities — and politics,” Lerinberg warns.

“Everything that a politician does cannot be separated from others, he needs political capital in the form of image and capital that turns into votes. He wants to be respected, appreciated and that, when necessary, it turns into a vote, ”recalls the consultant.

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