It has four million followers on social networks. Every day, your audience receives photos and videos with high potential Tanned, such as baptism of panda cubs, a yoga pose in style Matrix and the raising of a rainbow flag of the gay movement symbol in front of the Canadian Parliament .
And this week, Marvel announced that it will become a comic character - boxer dress and giving advice to other superheroes.
With only six months in office, the Prime Minister of Canada, Justin Trudeau, 44, today is the newest darling of world politics. His progressive agenda, combined with an image carefully designed to sound modern and informal projects a bold vision of Canada to the world.
"Trudeau is young, beautiful and able to generate a sense of optimism at a time of uncertainty and anxiety in which people are inclined to pessimism," says Stephen Toope, course director of international relations at the University of Toronto.
"It is clear that the image of the country and its president are intertwined. Thus, Canada has become a popularity phenomenon by counteracting the discourse of fear, which dominates the global debate since the attacks of September 11, 2001" he says.
yoga pose style Matrix was successful in social networks
Among the issues related to the country now are feminism, after the creation of a ministerial cabinet composed of equal numbers of men and women, and the protection of war refugees, since Trudeau opened the doors to 25,000 Syrians.
"The image projected by him was very positive so far. But the key to the success of Trudeau, and any other ruler, remains the ability to manage the economy. In other words, use your charisma to put into practice ideas go beyond the creation of jobs in the short term, ensuring prosperity in the decades ahead, "says Toope.
New Mujica?
The media phenomenon experienced by Canada currently has been experienced by other countries. Little Uruguay also lived glory days thanks to a leader of popular appeal. Between 2010 and 2015, during which was chaired by former guerrilla socialist Jose "Pepe" Mujica, the country has gained visibility.
This happened thanks to the austere posture Mujica, who earned the nickname "the poorest president in the world." So much so that in 2013, Uruguay has just elected the country of the year by the British magazine The Economist. Intellectuals, celebrities and European and American youths were delighted with the way of being Mujica, who was an old Volkswagen Beetle and donated 90% of the salary of president.
Mujica has also taken progressive measures. The greatest impact was the regulation of the production, sale and consumption of marijuana, unprecedented on a continent accustomed to the violence of the drug war. As a result, the country has been integrated in the international media and in academic debates.
The Mujica effect yet translated itself in tourism records. The small Montevideo, before the shadow of Buenos Aires, is now seen as a kind of Amsterdam thanks to the image of tolerance. And with only 3.6 million inhabitants, the country received in 2015 a large flow of tourists - according to the World Tourism Organization (UNWTO), the rate of 808 visitors per 1000 inhabitants is unprecedented in Latin America.
"The impact of a popular president on the image of a country is very similar to what happened with the Catholic Church. With its linked personality to the popular layers and a unifying speech, the rise of Pope Francis revitalized Catholicism image. Your ability to win public is huge, as well as to draw attention to the major global issues, "says Michael Mulvey, consumer marketing expert and professor of advertising at the University of Ottawa.
FHC and Lula
In the last 20 years, Brazil has also been elevated to stardom thanks to the presence of remarkable rulers. Recognized by acting as a sociologist, former President Fernando Henrique Cardoso (1995-2002) attracted an unprecedented wave of international attention to the country after decades of political backwardness and economic chaos.
"With its well-prepared speeches and actions, he built up an image of seriousness and good governance to the general public with economic, academic and cultural in Brazil," says Paulo Wrobel, professor of International Relations Institute of PUC-Rio.
"Especially in presidential systems, a country wins international status if he has a minimally competent leadership," says Wrobel.
The good run continued during the government of Lula, who fled from the image of dour and distant political public. "He transmitted confidence in the country with his speech on social mobility and reducing inequalities," says Wrobel BBC Brazil. "And also an anecdotal, picturesque side, which was capitalized intelligently by Lula himself," he said.
The international projection, however, has been drastically reduced with the election of President Dilma Rousseff. "What has been achieved in the last two decades evaporated. Dilma has no content of Fernando Henrique nor Lula's magnetism," says Wrobel.
Wrobel sees no quick exit for the current atrophy in the image of Brazil. "Fernando Henrique took years in office to achieve international recognition. Lula also. Michel Temer, if it continues, will rule only two years. It's not enough," he says.
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