The Bolsonaro Family Business: How a National Brand Is Being Used to Secure Power in Brazil's South The Bolsonaro family's bid for power in Brazil's south is built around a carefully constructed narrative, one that relies on the national brand of their father's presidency to win over voters.
By leveraging their family name, they're able to tap into a deep well of conservative sentiment in Santa Catarina, where nearly 70 percent voted for Jair Bolsonaro in the 2022 presidential elections.
This approach raises questions about the role of charisma and personal connections in Brazilian politics.