The new right and cultural wars

a case study of Ana Campagnolo’s performance on Facebook

Abstract

This article aims to analyze the main aspects of the discourse on social networks issued by a relevant agent of the “new
right”, the deputy Ana Campagnolo. It is intended to contribute to a taxonomy of the key points, most important guidelines
and rhetorical strategies used in the tactics of political mobilization of the political actor. The analysis is justified, insofar as
Campagnolo is a leading political and intellectual figure of the ideological wing of moral conservatism, associated with
Bolsonarism and the doctrine of Olavo de Carvalho. It employs the method of dense analysis of speeches and interactions
on her Facebook page. The time frame refers to the posts from may 11 to November 15, 2020, equivalent to around three
hundred posts. After analyzing, organizing and cataloging the research material, it was concluded that among the myriad
movements of the “new right”, the deputy fits into a specific wing, whose ideological center is centered on the dispute for
values and customs, within the context of cultural war and polarization that is found in the national political situation, whose
axes orbit around the criticism of globalism, the denunciation of progressivism, and the defense of Christianity.