Made available in DSpace on 2014-12-17T14:19:43Z (GMT). No. of bitstreams: 1 SebastiaoFF.pdf: 448629 bytes, checksum: 4ac6abf16ea8a1b338a59557d2bea8df (MD5) Previous issue date: 2006-05-12 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / Contemporary politics have assumed new configurations both in the way they are carried out and in the content publicized. Nevertheless, some practices are unchanged since antiquity. But the advent of the media and its circumstantial molding of current society have forced politics to make some changes to adapt both to mass media and to the new social practices in liberal democracy. Given that fact, this study tried to demonstrate how power has become personalized in Campina Grande, Para?ba, Brazil, by a politician named C?ssio Cunha Lima. Through the communications media and popular manifestations, he has been trying to create a symbiosis between Micarande a Carnival party (not held in the traditional Mardi Gras week) and his own public image, elaborating a process that identifies him with that event. In that way, he hopes to appropriate the festival and project his political image by using the party as na electoral currency in his publicity campaigns / A pol?tica contempor?nea tem assumido novas configura??es tanto nas suas formas de exerc?cio como no conte?do exposto publicamente. No entanto, algumas pr?ticas continuam imut?veis desde a antiguidade. Por?m, o advento dos meios de comunica??o e sua circunstancial moldagem na sociedade atual obrigou ? pol?tica algumas modifica??es necess?rias ? adequa??o tanto dos meios massivos quanto ?s novas pr?ticas de sociabilidade na democr?tica liberal. Diante disso, o estudo aqui apresentado procura demonstrar a personaliza??o do poder, em Campina Grande (PB), pelo agente pol?tico C?ssio Cunha Lima que, atrav?s dos meios de comunica??o e de uma manifesta??o popular, busca uma simbiose entre a festa Micarande, carnaval fora de ?poca e a sua imagem p?blica pol?tica, elaborando um processo de identifica??o pessoal com o evento citado. Objetiva, com tal fato, a apropria??o do festejo e a proje??o da sua imagem pol?tica, usando-a como moeda eleitoral e pol?tica nas suas campanhas publicit?rias