Vice Admiral Gouveia e Melo’s rise from COVID-19 vaccination leader to potential presidential contender reflects Portugal’s cultural heritage of military messianism. His disciplined leadership, amplified by media narratives, crafted a savior image transcending political divides. This phenomenon taps into Portugal’s historical archetypes, where military figures with messianic undertones captivate public imagination. While appealing to a public seeking stability, his trajectory highlights the tension between democratic governance and charismatic authority. This case underscores the risks of media-driven political personas overshadowing pluralism and institutional accountability in democratic systems.
We are living in the age of populism (v.g. Kaltwasser et al., 2017; Mudde & Kaltwasser, 2017). The dichotomic distinction between the “good people” and the “corrupt elite” is an old concept, perpetually relevant and adaptable to different historical and political contexts. The division rests on a potent narrative that appeals to collective identity and moral superiority, where the people are depicted as inherently virtuous and the elite as inherently corrupt or self-serving. This framing, though simplistic, resonates deeply with human societies, reflecting a timeless unease with concentrated power and authority. Discomfort in the face of “power,” whether embodied in a monarch, a state, or other ruling structures, has been a persistent theme throughout history. This is particularly significant given that the rule of law, liberal democracy, and pluralism—foundations of modern governance—are relatively recent achievements, fragile in their existence and often under siege.
In this light, the enduring impulse to give “voice” to the voiceless, to free the oppressed, or to emancipate marginalized groups has been a driving force of revolutionary thought and action across eras. Figures such as Jesus Christ, Karl Marx, Zumbi dos Palmares, and the architects of the French Revolution embody this ethos in vastly different contexts yet share the common thread of striving against perceived systems of domination or exploitation. These examples illustrate the universality of the struggle against oppression, transcending specific cultural or economic systems.
Indeed, the concept of “oppression” is not the exclusive domain of capitalist or Western paradigms, as some postmodern critiques suggest. Rather, it reflects a fundamental aspect of human societies—an observable dynamic of dominance and resistance that appears across diverse geographies and historical periods. This suggests that the drive for justice and liberation is an intrinsic part of human behavior, rooted in our collective desire for fairness, equity, and autonomy. As such, the discourse of populism, while modern in its form, taps into an ancient and deeply embedded narrative that continues to shape our political and social realities.
But today, the zeitgeist has shifted, and the narrative of “the will of the majority” has been co-opted by radical right populists, who position themselves as the champions of “the people” against “the elites,” thereby deepening societal divisions. As Mudde (2017) articulates, populism is characterized by four “core concepts”: ideology, the people, the elite, and the general will. These elements form the backbone of populist rhetoric, creating a binary opposition that fuels polarization. However, this polarization has expanded beyond the classic dichotomy of “people vs. elites,” evolving into a broader confrontation of “people vs. democracy” (Mounk, 2018). In this redefined landscape, the struggle manifests as a “culture war” against progressivism, driven by what Norris and Inglehart (2019) describe as a “cultural backlash,” where the illiberal tendencies of radical right movements and parties gain momentum.
This cultural conflict not only pits traditionalism against progressive ideals but also allows radical right populists to portray themselves as defenders of the people‘s will. They adopt a performative stance, positioning themselves as the true voice of the peoplewhile simultaneously framing their ideological adversaries—progressives and the left—as disconnected elites or as perpetrators of societal decay. This reversal of roles further intensifies societal rifts. Those once perceived as the oppressors claim the mantle of representing popular sovereignty, while the “left,” in their focus on identity politics and critiques of systemic inequality—dismissively labeled as “cultural Marxism” (e.g., Dworkin, 1997; Kellner, 2013; Jamin, 2014)—is portrayed as elitist and divisive.
In this context, radical right populists leverage grievances about cultural and economic change, presenting themselves as custodians of traditional values in the face of perceived threats from globalism, multiculturalism, and liberal progressivism. This strategy not only mobilizes support but also weaponizes nostalgia for a past where societal roles and cultural norms were allegedly more stable. The resulting dynamic is a volatile reconfiguration of populist discourse, where claims of defending “the people” serve to legitimize illiberal practices and undermine democratic norms.
The Charismatic-Messianic Leader and Military Uniforms in Portugal
The association between charismatic leaders and military symbolism has long shaped political narratives in Portugal. The notion of the authoritarian populist, as described by Canovan (1981, 1999), centers on a leader who positions themselves as distinct from traditional elites, embodying anti-elitism (Taggart, 2000). Such leaders often portray themselves as the singular representatives of “the people,” channeling frustrations and grievances while presenting themselves as truth-tellers against a corrupt establishment. This narrative intersects with messianism, rooted in religious traditions. The figure of the Messiah—whether as the warrior-king David or the redeemer Jesus—has laid the groundwork for the Messiah-politician, a charismatic leader claiming to lead the “chosen people” toward peace and justice (Negrão, 2001). In Portuguese and Brazilian cultures, this messianic ideal deeply influences political imaginaries, particularly through Sebastianism, a mythological construct that has left a lasting legacy.
Sebastianism emerged after the disappearance of King Sebastian at the Battle of Alcácer-Quibir in 1578, which triggered a dynastic crisis. The myth of the king’s return, mounted on a white horse amidst the fog, intertwined notions of national salvation with religious messianism. As Oliveira Martins (2014) described, Sebastianism was a “posthumous proof of nationality,” while Lourenço (1978) saw it as emblematic of Portugal’s “irrealistic existence.” Later, Fernando Pessoa associated it with the Arthurian legend, while Teixeira de Pascoaes connected it to the Portuguese sentiment of saudade—a complex mix of absence, longing, and hope (Barros Dias, 2017). Under the Estado Novo regime (1933–1974), Salazar appropriated Sebastianism as a political tool. His leadership, steeped in authoritarianism, was often framed through a messianic lens, consolidating his charismatic authority (Plo, 2006).
Charismatic leadership persists in democratic societies, adapting to contemporary needs. Ferreira da Cunha (2015) notes that Portuguese society’s disillusionment with electoral systems fosters susceptibility to leaders blending personal charisma with symbolic unity. Portugal, historically considered resistant to populism and radical right movements (Carreira da Silva & Salgado, 2018; Santana-Pereira & Cancela, 2020; Valle, 2020), nevertheless exhibits subtler forms of populism. Zúquete (2022) highlights “soft populism” in figures such as Sidónio Pais, Humberto Delgado, and Otelo Saraiva de Carvalho. Sidónio Pais, as president in 1918, symbolized military populism, often appearing in uniform and on horseback, claiming to unify the “good people” against partisan elites. Humberto Delgado, running for president in 1958, used his military background to challenge Salazar, portraying himself as a moral alternative to the regime’s corruption. After the 1974 Revolution, Otelo Saraiva de Carvalho became a socialist populist figure, advocating for direct democracy and opposing capitalist and imperialist forces (Zúquete, 2022).
These examples illustrate how charismatic military figures resonate within Portuguese political culture, leveraging historical and cultural archetypes to establish authority. Military symbolism, intertwined with messianic undertones, remains a potent element in the public imagination, particularly during crises, reflecting the enduring interplay of history, myth, and leadership.
The Vice-Admiral Gouveia e Melo
Vice Admiral Gouveia e Melo’s rise to prominence during Portugal’s COVID-19 vaccination campaign was undoubtedly shaped by his disciplined leadership and problem-solving approach. However, his transition from a public health figure to a potential presidential contender highlights the significant role of media in constructing political personas. The media‘s portrayal of Gouveia e Melo not only amplified his public image but arguably fabricated his emergence as a viable political figure, providing him with disproportionate coverage and framing him as a savior in a time of crisis.
From the outset, media narratives emphasized his charisma, military efficiency, and straightforward communication style, crafting an image of stability and trustworthiness. Frequent headlines lauded his achievements and speculated on his political future, often portraying him as a unifying, non-partisan figure capable of navigating the complexities of national leadership. This excessive attention contributed to a sense of inevitability around his potential candidacy, aligning with the archetype of the charismatic leader rooted in Portugal’s cultural tradition of messianism and military populism (Zúquete, 2022).
Despite his avoidance of explicit political rhetoric or anti-elitist positioning, the mediafilled this ideological void, elevating his military credentials and projecting him as a figure above the political divide. This media-driven fabrication can be seen as both a response to public demand for strong, competent leadership during a period of uncertainty and an active shaping of public opinion. By consistently spotlighting Gouveia e Melo, news outlets contributed to the perception of his indispensability in the political sphere, even before he expressed any clear intention to run for office. However, the anticipation of his retirement from military functions in the Navy paved the way to make very clear his intentions to run for the presidency, becoming a hot topic in political debate programs, and making the mainstream parties to avoid presenting an early candidate, especially considering that public surveys are giving him a most likely win.
Conclusion
Vice Admiral Gouveia e Melo’s trajectory from a public health figure to a potential presidential contender epitomizes the interplay between charismatic leadership, media-driven narratives, and Portugal’s cultural heritage of (military) messianism. His disciplined leadership during the COVID-19 vaccination campaign, amplified by medianarratives, crafted an image of a savior capable of transcending political divides. This phenomenon is deeply rooted in Portugal’s historical and cultural archetypes, where figures associated with military symbolism and messianic undertones have long captured the public imagination.
Gouveia e Melo’s rise highlights the fragile boundaries between democratic governance and the allure of charismatic authority. While his candidacy may appeal to a public yearning for stability and strong leadership in times of crisis, it also underscores the risks of media-fueled political personas overshadowing democratic pluralism and institutional accountability. This case serves as a contemporary reflection of Portugal’s historical relationship with populism, messianism, and the enduring tension between tradition and progress.
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