By Carol Amancio
Brazil's first lady, known as Janja, is taking control of President Luiz Inácio Lula da Silva's social media accounts, and the move is causing visible discomfort inside his own Workers' Party (PT). Under a restructuring at the Planalto, the presidential palace in Brasília, digital strategy is leaving Secom, the government's Social Communication Secretariat, and moving to the Personal Office of the Presidency. PT ministers and party leaders say the change centralizes decisions.
From Secom to Lula's personal office
The transfer is administrative, but its effect is political. The president's digital communication leaves the formal structure of Secom and goes to a smaller circle closer to him, where Janja's influence is greater.
The justification comes from the second round of the 2026 campaign. According to the material gathered by VDD, the "selfie"-style videos managed by Janja generated strong engagement with voters. That success became an argument for expanding her role in what is being called "Lula 4."
An ally of the first lady may head the office
The plan also includes the likely appointment of Márcio Tavares as head of the personal office. He is currently executive secretary of the Ministry of Culture and an ally of the first lady. The post has been open since the departure of the former head, known as "Marcola."
If confirmed, the choice reinforces the perception that Lula's inner circle is increasingly revolving around Janja.
Historic PT wings show dissatisfaction
The reaction came from inside the party. Ministers from the president's core group and party leaders criticize the centralization of decisions and the hollowing out of the traditional channels of political negotiation.
The complaint is not new. During the campaign, members of the political committee complained that Janja vetoed regional campaign stages and interfered in the president's travel schedule. Congresswoman Kátia Abreu went as far as publicly asking for "less Janja, more Alckmin," a reference to Geraldo Alckmin, Brazil's vice president.
Is Lula being isolated from his own party?
For the unhappy groups, the new arrangement distances Lula from traditional party leaders. They also argue that it gives political weight to someone who has not gone through an election or the party's own internal bodies.
The open question is who will set the direction of the president's communication and agenda. The answer could shape the internal mood of the PT in the coming months. It remains to be seen whether the critical wing will press its complaint or back down, given the view that the strategy delivered results at the polls.
Why it matters
Janja is not an elected official or a minister, yet the restructuring gives her direct control over the main public channel of the president's image. In Brazil, where social media played a central role in the 2026 campaign, who controls that channel also influences the presidential agenda. That the objections come from the PT itself, and not only from the opposition, makes the story more significant.
VDD Analysis
Those who govern on behalf of voters should answer to voters, not to a closed circle. When the first lady begins to run the president's public image and the PT itself complains about a lack of dialogue, the problem stops being one of communication and becomes one of transparency and method of government. The opposition is right to closely watch who decides what inside the Planalto.
