Bolsonaro laughed at it, and so did I

sarcasm as bonding rhetoric in online conversations about cutbacks in education

Authors

DOI:

https://doi.org/10.1590/1809-58442022124pt

Keywords:

Online conversation, Deliberation, Rhetoric, Sarcasm, Social Media

Abstract

In light of deliberative theory and based on the concepts of bonding rhetoric and bridging rhetoric (Dryzek, 2010), this article aims to investigate how sarcasm was employed in online conversations on Facebook and YouTube regarding budgetary cutbacks in education made in 2019 by the Ministry of Education (MEC). Sarcasm was the most used argumentative device and was often associated with insults, contributing to a polarized discussion. Sarcastic comments also had low rates of justification, were predominantly declaratory, and largely had a generic or specific target, generating reaction and conflict while strengthening a bond with those who understood the sarcastic meaning behind the message and agreed with the subject who employed it.

Author Biographies

  • Carla Candida Rizzotto, Universidade Federal do Paraná. Curitiba - PR, Brazil, Universidade Federal do Paraná. Curitiba - PR, Brasil, Universidade Federal do Paraná. Curitiba - PR, Brasil

    Ph.D. in Communication and Languages from the Tuiuti University of Paraná. Professor and Researcher at the Department of Communication and the Graduate Program in Communication at the Federal University of Paraná (UFPR). Coordinator of the Communication and Political Participation research group (Compa).

  • Luciane Leopoldo Belin, Universidade Federal do Paraná. Curitiba - PR, Brazil, Universidade Federal do Paraná. Curitiba - PR, Brasil, Universidade Federal do Paraná. Curitiba - PR, Brasil

    Ph.D. candidate at the Postgraduate Program in Communication at the Federal University of Paraná (UFPR) with an exchange period at the Universidad Nacional de Cuyo (UNCUYO) in Argentina. Master in Communication from UFPR and Researcher at the Communication and Political Participation research group (Compa).

  • Nilton César Monastier Kleina, Universidade Federal do Paraná. Curitiba - PR, Brazil, Universidade Federal do Paraná. Curitiba - PR, Brasil, Universidade Federal do Paraná. Curitiba - PR, Brasil

    Ph.D. candidate at the Postgraduate Program in Communication at the Federal University of Paraná (UFPR). Substitute Professor of Corporate Communication at the Professional and Technical Education Sector (SEPT) of UFPR. Master in Communication from UFPR and Researcher at the Communication and Political Participation research group (Compa).

  • Camilla de Azevedo Pinheiro Hoshino, Universidade Federal do Paraná. Curitiba - PR, Brazil, Universidade Federal do Paraná. Curitiba - PR, Brasil, Universidade Federal do Paraná. Curitiba - PR, Brasil

    Master in communication from the Federal University of Paraná (UFPR) and journalist. Researcher at the Communication and Political Participation research group (Compa).

  • Vitor Adriano Liebel, Universidade Federal do Paraná. Curitiba - PR, Brazil, Universidade Federal do Paraná. Curitiba - PR, Brasil, Universidade Federal do Paraná. Curitiba - PR, Brasil

    Master in Communication from the Federal University of Paraná (UFPR). Graduate degree in Translation Studies (English and Portuguese) from UFPR and Researcher at the Communication and Political Participation research group (Compa).

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Published

2022-12-05

Issue

Vol. 45 (2022)

Section

Articles

License

Copyright (c) 2022 Intercom: Revista Brasileira de Ciências da Comunicação

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How to Cite

Bolsonaro laughed at it, and so did I: sarcasm as bonding rhetoric in online conversations about cutbacks in education. Intercom - Brazilian Journal of Communication Sciences, São Paulo, v. 45, p. e2022124, 2022. DOI: 10.1590/1809-58442022124pt. Disponível em: https://revistas.intercom.org.br/index.php/revistaintercom/article/view/3925. Acesso em: 17 jul. 2026.