The New Bahia Enigma: Why Has Black Rome Never Elected a Black Mayor? A Case Study of the 1985 Municipal Election Campaigns of Edivaldo Brito and Mário Kertész

Both scholars and activists question why Salvador, a city that is 80% Afro-Brazilian, have never elected a Black mayor. This chapter considers a past election to shed light on today’s present-day politics in Salvador. This chapter’s main goal is to analyze Edvaldo Brito and Mario Kertész’s discursive strategies during the 1985 mayoral race in Salvador. The author examines factors that contributed to election results and finds an emergence of ethnic voting in this first direct election at the municipal election post-1964. Some variables that explain the electoral outcome are the candidates’ political parties ideological positioning and the financial resources mobilized during their campaigns. In addition, the rhetorical strategies employed by candidates to address racial issues and political alliances with Black movement leaders also influenced outcomes. The results show that the outcome was due to political cleavages, political patronage, the political climate of the government-backed candidate and skillful management of racial politics.