Representations of the Amazônia brand used in communications by Helder Barbalho as Pará’s governor

Abstract

The Amazônia brand generates several discussions about consumption, representations, repercussion and significance. This article first discusses the Amazon as a brand, pointing out power relations based on the actions of Helder Barbalho (MDB), who began his second term as state governor in 2023, in Pará. This debate proposes a literature review with conceptual reflections, while using the case study methodology to analyze the Amazônia brand in the actions of Barbalho’s administration. To reinforce this correlation between the Amazonian image and the construction of Barbalho government’s brand, we recall his protagonism in the region, the use of Instagram and X (formerly Twitter) in his institutional communication, propaganda tools and his appearance in global events. In conclusion, by expanding the visibility of the Amazônia brand, Barbalho strengthened his political image while strengthening his power relations with the federal government and international organizations.