Resumo. This article examines, through Folkcommunication, the historical and social process of the coronelist regime during the First Republic (1889-1930) in Brazil, and its connotations in present time. The aim was to analyze folkcommunicational and neocoronelist discursive manifestations practiced by Cássio Cunha Lima (from the Brazilian Social Democratic Party, PSDB), during the elections for the governor of the State of Paraíba in 2014, and published at the internet portal of the coalition A Vontade do Povo (People’s Will, in free translation). It is concluded that Coronelism is still a current practice in our country, mastering the power no more by violence, but by the relation between personality and charisma of the politician and the population.