From Visibility to Presumed Competence: Digital Performance and Attribution of Political Aptitude

This article investigates the conditions under which success on social media ceases to function merely as a promotional tool and begins to be perceived as evidence of an individual’s aptitude for representation and governance. It distinguishes between the capacity to capture attention, the ability to secure votes, and the competence to perform the duties of an elected office. The study introduces the term "presumed competence" to describe the attribution of aptitude inferred from indicators that do not, in fact, demonstrate performance in those official duties. It posits that signs of communicative success may be treated as sufficient, thereby reducing the demand for—or the weight given to—evidence directly relevant to the office. This substitution is categorized into three modes (absent, superficial, or superseded examination) and five transitions (four involving conversion and one involving maintenance). This is a theoretical inquiry, drawing upon the works of Manin, Bourdieu, Habermas, and Postman, as well as literature on informational shortcuts, digital platforms, and the Brazilian discourse on media visibility and political capital. It is supported by Brazilian case studies spanning from 1994 to 2026, which illustrate various forms of credentialing without explicitly detailing the underlying mechanism. The argument extends to the period of the mandate itself, during which the way an official’s performance is presented may hinder the electorate from correcting its initial choice. The occurrence and frequency of this mechanism among the electorate are proposed as subjects for further research, with specific predictions and methodological procedures outlined to make them empirically examinable.

DIETRICH, Pablo. From Visibility to Presumed Competence: Digital Performance and Attribution of Political Aptitude. SSRN, 2026. DOI: 10.2139/ssrn.7663279.