De herói a vil?o, de tit? a rufi?o: a metamorfose da imagem e as percep??es sociais sobre Vicente Fox

摘要

This paper describes the changes in social perception about Vicente Fox, the president of Mexico between years 2000 and 2006. It points out that the image of every ruler is dynamic, thus being liable to suffering changes, which are also the product of the people’s changing perceptions and experiences along time. It addresses seven different stages in the evolution of Fox’s image, beginning in the election period, when he was known by his excellent image (hero or titan), until the image or perception prevailing now in wide Mexican sectors, associated to a rascal or a ruffian. It comes to the conclusion that the image is the result and depends on many factors, such as what one does or does not do, what one says and even how one says.