Sitting for the first time in the chair of president of the (Supreme Court), it joked that September 2023 that judges are the only type of people capable of chanting as, “In the baking, with plurality of emphytheutus, a head is chosen.” The joke, made in, anticipated what would be one of the main axes of management: communication.
This Monday (29) with a legacy of change in the way the Supreme dialogues as the public, especially in the digital environment, where the court is often the target of attacks. Since when management took office, the Supreme Court has adopted a more active and relaxed model on the networks. The transformation can be identified by the editorial line and the visual identity.
The profiles continue to deliver content about the court, the decisions, and a, but also through videocasts, message applications, and partnerships with content creators. The stated objective is to bring the court closer to segments that, under normal conditions, would not have access to this information.
“When the algorithms tend to distribute the contents of Supreme Court’s official social networks to audiences more linked to the legal universe, for example, partnerships become essential to pierce this bubble and reach many others, attracting new audiences and spreading essential information to society,” the court told the court Sheet.
The actions are conducted by the STF Secretariat of Communication Secretariat. The team consists of a coordinator, a content manager, three designers, three contents, two Videomakers, two publishers and two interns. According to the court, there are no external contracts with advertising agencies or specific additional budget for this type of initiative.
This approach has already yielded controversy. The STF closed one that launched a package of stickers for Democracilovers amid expectation for the judgment of the former president () and used (formerly) just to counteract an influential statement about the minister’s son’s office.
For João Ricardo Matta, professor at FGV, the presence in the networks exposes the court beyond the necessary. “The STF does not have to enter this stage because it does not fit, because it is not this function. It is the Supreme Court. The perception of the real role of communication has been lost,” he says. “They get in a spotlight where they didn’t have to be, they get on a stage to catch where they shouldn’t catch.”
Marcelo Vitorino, Professor of Political Marketing at ESPM, considers the attempt to occupy digital spaces to reach audiences that do not accompany traditional coverage. According to him, the strategy may not convince sectors ideologically contrary to the court, but dialogues with those who are not at the extremes. “In fact, I think I should do the same thing,” he says.
The initiatives occur in a context of rejection. Datafolha survey of July pointed out that it rose eight percentage points and reached 36%, exceeding the approval rate of 29%. Another survey of June revealed that more than half of Brazilians, 58%, says Ter.
The court, however, there is a lot of flirtation with varying degrees of public exposure. Since the creation of TV Justice, in 2002, when the STF broadcast for the first time a live trial session, public speeches, participations in events and performic votes project the Supreme Court beyond the strictly judicial.
Movement also fits into a moment of persistent criticism of the court. The Supreme Court is accused of doing, extrapolating functions and interfering with decisions of the Executive and the Legislature. The wear has been enhanced in the Bolsonaro government and lasts so far, with ministers having become frequent targets.
The new communicational outfit is part of a broader project of Barroso to democratize by language. The axis also integrates the launch in 2023, which seeks to adopt direct, accessible and understandable terms in judicial decisions and communication with society.
There is no forecast of new digital formats by the end of 2025, but Barroso’s successor in the presidency, which inspired “Fachinee” neologism, because of the frequent use of technical terms and dense votes in votes, has emphasized in speeches the need for “ethical, clear and affordable communication.” It is a possible sign that the agenda can be carried forward despite the change of command.
