The abuse of political power through the self-promotion of public managers in the dissemination of municipal works and services

Abstract

The abuse of political power through the self-promotion of public managers in institutional advertising has become a recurring practice in Brazil, especially with the rise of social media. This article aims to analyze how mayors and other public officials use state resources to enhance their personal image, distorting the purpose of institutional communication and compromising electoral fairness. To achieve this, the study adopts an explanatory methodology based on the analysis of existing legislation, jurisprudence from the Superior Electoral Court (TSE), and case studies. The results indicate that the transformation of personal profiles into official communication channels, the hiring of marketing companies with public funds, and the boosting of institutional posts favoring public officials are frequent practices, yet still subject to limited oversight. TSE rulings demonstrate that such conduct can lead to the revocation of mandates and the ineligibility of those involved, but the advancement of digital technologies presents new regulatory challenges. The study highlights the need to improve electoral oversight and regulation of social media use in public administration, ensuring that institutional advertising complies with the principle of impersonality. The originality of this work lies in the analysis of the intersection between digital communication, electoral law, and public administration, revealing strategies used by officials to circumvent current legislation and exploit gaps in oversight mechanisms.