Não há uma receita para o novo na política. Ele sempre será o melhor candidato. Mas nunca é o mesmo.
O novo não é o candidato que se constrói. É o que não está construído na cabeça das pessoas. Ele existe antes de exagero de fato, porque é fruto da vontade, do desejo, do sentimento.
Boas pesquisas conseguem captar esse personagem que anda na mente do eleitor, e uma boa campanha é capaz de personificá-lo. Juntar imaginação e realidade, um pouco de cada, na medida certa para as urnas.
Mas nem sempre as boas pesquisas encontram bons leitores. Costuma acontecer de os números dizerem uma coisa e os melhores marqueteiros entenderem outra.
O melhor marqueteiro é a percepção. Quem sabe se juntar os pontos conseguiremos balizar os números. Quem sabe fazer disso uma, duas, mil peças de publicidade, de ação política e de promoção da mensagem, sabe das coisas.
O novo pode estar em qualquer lugar. Pelo simples fato de que neste momento ser político é ser o Diabo, não quer dizer que o novo esteja fora da política. A política se renova na linguagem.
Um novo puro, do tipo que ninguém imaginaria, não é de saída o melhor dos novos. Se ele não se mostra como tal, se não se revela à altura da missão, terá sido velho ao nascer, é um corpo estranho o resto do tempo.
Conheço um novo que, na pouca idade, excede na velha visão. Tem seu espaço, mas não tem horizonte. Este novo quer ser renovação partindo do pressuposto de que deve fazer tudo igual a antes. Tem olho na nuca.
Penso no Sermão da Montanha como a mais original das novidades e em Jesus como o novo eterno. Se alguém não conhece esse candidato da paz e do amor, provavelmente só conhece seu adversário notório: aquele que se renova pelo avesso divino.
Uma novidade destes tempos não é novidade. A maldade é a pior das armas de guerras eleitorais, portanto a melhor. Olhe o melhor dos ruins, este é o bom de todos os que são maus.
As campanhas modernas se alimentam dessa velha receita, retocando nas bordas o culto aos mitos essenciais, fazendo soar como boa nova a velha história dos estratagemas eleitorais.
O novo vem aí. Não há como fugir. Porque o novo já está aí. Não digo no espelho. Está gestado na alma. Quem parir Holocausto que o embale.
Publicado primeiramente em Diário de Goiás.
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