The sudden rise of an online lifestyle guru with a criminal record and no political expertise in Brazil’s political landscape signals a concerning trend in the nation’s politics. Contesting under a micro-party with links to organised crime, Pablo Marçal has unexpectedly become a key player in the mayoral race for São Paulo, Brazil’s largest city.
The upcoming election in São Paulo initially appeared to be a dull race between the standing mayor Ricardo Nunes and his left-leaning opponent Guilherme Boulos. However, Marçal’s entry into the race sporting his distinctive M-branded baseball cap successfully shifted it from a two-person race to a competitive bout amongst three.
The fact that Marçal is attracting attention is noteworthy considering Nunes enjoys the support of São Paulo state’s governor and an endorsement from the former far-right leader Jair Bolsonaro, whilst Boulos is the chosen candidate of current president Luiz Inácio Lula da Silva. Despite the absence of political endorsements or the support of a recognised party, 37-year old Marçal has successfully harnessed his extensive social media following to dominate the electoral race, pushing him towards the top of the polls.
As we approach the first round of voting on the 6th of October, Marçal, chiefly recognised for his controversial persona, is facing the challenge of securing a spot in the top two that would progress him to a run-off. Regardless of his final standing, his entrance into the race underlines the ongoing instability of Brazilian democracy.
Most crucially, Marçal’s rise demonstrates that even with Lula’s return to power in 2022, leading to Bolsonaro’s removal – who was also considered an anti-establishment candidate – the anti-political sentiment that drives huge portions of Brazilian society remains. Interestingly, Marçal does not align purely with Bolsonaro’s ideology, with his entry into the race causing friction within Bolsonaro’s own political strategies.
Carlos, the son of a previous president, has notably insulted a coach using a term favoured by Brazil’s far-right political group. Marçal, instead of being Bolsonaro’s successor, is the rising face of a new wave of politicians who resist the conventional system. Despite having no political history, Marçal’s background is steeped in Brazil’s fast-paced social media scene.
Politicians across the board realise the growing significance of social media in Brazilian politics. Marçal, however, was virtually born and raised in this online arena. He excels at the personal, passionate exchanges that drive digital communication. His competitors also utilise social media platforms, but they often portray a slightly detached presence, more akin to a digital campaign overseer.
Marçal’s considerable wealth adds another appealing layer to his image. His luxurious lifestyle and accumulation of wealth coalesce with the surging political influence of Brazil’s evangelical movement. His enormous wealth — the greatest ever in a political race — combined with past suspicion of financial fraud has caused some concern. However, Marçal’s successful image as a self-made entrepreneur is irresistible to many young Brazilians who aspire to the same financial independence.
This aligns seamlessly with the “prosperity gospel” of Brazil’s neo-Pentecostal churches who see financial success as evidence of divine favour. The churches have largely advocated for an entrepreneurial society. Marçal’s enormous success resonates well with evangelicals, who see it as a sign of God’s endorsement. While Marçal does not openly identify as an evangelical, he references his Pentecostal upbringing in his speeches.
Marçal cleverly employs religious rhetoric, presenting himself as a target of relentless “persecution” by his political rivals. This aligns him with the evangelical narrative of spiritual warfare between good and evil. He once told a congregation, “The more God blesses you, the more you are persecuted.” In the light of a police investigation for alleged money laundering, his followers see him even more as a virtuous outsider battling a corrupt system.
It’s possible, or he may still be entangled in his nefarious history. It’s intriguing that his political aspiration aligns with a party, the leaders of which have been filmed boasting about their affiliation with Sao Paulo’s crime world – a society that’s progressively leveraging illicit earning power to sway political clout.
Regardless of the real circumstances surrounding Marçal or his impending destiny, him being a contender to govern Brazil’s largest metropolis indicates the imminent hurdles that the nation’s conventional political landscape will have to tackle from an emerging breed of deviant political newcomers.