The information strategy of Marcello Caetano, the last ruler of Estado Novo

This paper examines the information strategy followed by Marcello Caetano since September 1968, when he succeeded Salazar in the president of Council of Ministers. This strategy implied setting up events capable of ensuring him a good visibility on the media, establishing a closer relationship with journalists, and broadcasting his own TV programme “conversations in family”. This research assesses the political profile of Marcello Caetano and is supported by documents (letters, texts, books and interviews) and by the analysis of newspapers (A Capital, Diario de Lisboa, Diario Popular and Diario de Noticias) from September 1968 to September 1969. The image of Marcello Caetano, as portrayed by the press, has favoured his early stages as leader of the government by building a new political, social, and familiar personality, which was much different from Salazar’s.