One figure stands out in Portuguese political history for the sheer scale of media presence during the 2016 presidential race. Marcelo Rebelo de Sousa — known simply as Marcelo in Portugal — entered the contest with a colossal media footprint that his rivals did not match. The budget reached up to five times smaller than some opponents, yet his visibility ran through every channel. With a budget around 150,000 euros and a candidacy that began with the idea of broad accessibility, Marcelo won the support of a country by appearing everywhere, even when funds were modest and his team deliberately kept the campaign lean. He secured 52 percent of the vote in the first round, surpassing the totals of the other nine candidates combined.
Correspondent Sandra Sa Couto, a longtime observer of Marcelo’s public presence, closely tracked the campaign and later produced a doctoral thesis on how he achieved victory. The work, originally published as a book, “Famous President” (Primeira Edição), has been introduced to readers across the country, shaping the narrative around his rise to the presidency.
Unique Strategy and Public Connection
Journalists soon recognized that Marcelo Rebelo de Sousa offered a presidency campaign that felt unique and unrepeatable in its approach. The effort was not anchored by traditional symbols—no flag, no anthem, no rigid electoral spectacle. Instead, it emerged from a small team and a flexible, people-centered strategy developed over years in the public eye. Marcelo’s weekly appearances on television, particularly on Sunday nights in prime time for long years, made his voice familiar to voters. People felt they could listen to Marcelo as he weighed in on national issues, a cadence that gave the impression of a constant, real-time conversation with the citizenry.
The public figure had already been visible in politics since the early 2000s, stepping back from the leadership of the conservative Social Democratic Party (PSD) and engaging in political commentary across radio and television. This steady presence created an aura of accessibility. He spoke candidly, offering observations on politicians and elections without a guardrail that shielded any single party. As observers noted, his media appearances were less about party lines and more about a person who spoke with authority on broad subjects affecting everyday life. This consistent media strategy was seen as a foundation for a future presidential bid, a deliberate build-up rather than a sudden leap into the spotlight.
Popular Politician and Public Resonance
Beyond the media reach, Marcelo possessed an instinct for capturing public sentiment during a period marked by social strain and austerity policies. The austerity era that followed national elections in the mid-2010s left a landscape of discontent, and Marcelo’s profile—warm, approachable, and engaged with the realities faced by citizens—stood in stark contrast to the image of a distant political class. His capacity to connect with people, in part through gestures of warmth and personal interaction such as hugs, selfies, and direct conversations, contributed to a lasting sense of proximity. Observers suggest that this closeness had strategic elements: it translated spontaneous warmth into a calculated and carefully managed public persona that spoke to voters in plain terms while addressing broader issues of national concern.
Even as the campaign evolved, the balance between informality and calculated messaging remained a hallmark. Marcelo appeared prepared for the moment, guided by a clear sense of what to discuss and how to discuss it. The result was a political figure who could present himself as someone who was both a citizen among citizens and an executive capable of steering national affairs. This dual presence helped to shape a narrative in which the public saw leadership embodied in a familiar, relatable form, strengthening his appeal across diverse segments of society.
Media Role and Public Perception
The relationship between Marcelo and the media was a central feature of his ascent. His image was shaped not only by his own comments but also by the way major newspapers treated him in the months surrounding the 2016 campaign. An analysis of editorial and opinion pieces revealed language that cast Marcelo in generous terms while acknowledging his strength in connecting with readers. Early tenure as president was described with terms of warmth and intimacy, a portrayal that journalist Sa Couto notes as a form of affectionate press coverage. This favorable framing aided his standing and reinforced public perception of a president who valued open dialogue with the media and the citizenry alike.
The strategic use of media helped Marcelo sustain high approval ratings. His presidency continued to be marked by broad public support, and he achieved another electoral victory in the 2021 presidential election with a substantial margin. Nonetheless, observers note a degree of attrition in public life as his term progressed, with occasional clarifications necessary for some statements. Yet the overall pattern remained clear: sustained media visibility and a people-centered approach shaped a presidency that felt intimately connected to daily life. The evolution of Marcelo’s tenure continues to be a subject of discussion, as observers await how his leadership will be remembered when the term concludes.
[Cite: Sa Couto, EL PERIÓDICO, on Marcelo Rebelo de Sousa’s media strategy and presidency.]