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Mário de Melo Kertész (March 21, 1944) is a Brazilian politician, teacher, business administrator, entrepreneur and broadcaster, the son of Jews, a Hungarian father and an Amazonian mother.

Biography

Early years and education

Born in Salvador, the capital of the state of Bahia, Mário Kertész is the son of an Amazonian mother and a Hungarian father of Jewish origin. Mário became a polyglot, speaking Portuguese, French, Spanish, English and Italian.

He graduated in Business Administration from the Federal University of Bahia (UFBA). He did postgraduate studies abroad, studying in Spain and France.

Political

He began his public life at the age of 22, as chief of staff to Finance Secretary Luís Sande, during the administration of the then mayor of Salvador, Antônio Carlos Magalhães, in 1967.

During Antõnio Carlos Magalhães' first term as governor of Bahia, between 1971 and 1975, Kertész, at the age of 26, was the first head of the Secretariat of Planning, Science and Technology, the body responsible for setting up the Bahia Administrative Center [pt], the Pituaçu Metropolitan Park [pt] and the first stage of the renovation of Salvador's Historic Center.

He served as Magalhães' chief of staff when the politician took over the presidency of the state-owned company Eletrobrás between 1975 and 1978. He was appointed mayor of Salvador by Magalhães, as a 'bionic mayor [pt]' - the name given to mayors appointed by allies of the Brazilian military dictatorship - in his second administration. The main works and achievements of this first administration were the creation of Limpurb (Empresa de Limpeza Urbana de Salvador), responsible for the city's garbage collection, and Transur (Companhia de Transportes Urbanos de Salvador), all in 1979. Transur was later abolished in 1997.

At the end of his term as mayor of Salvador in 1981, Mário Kertész broke with “Carlism” (the name given to the political movement that emerged in Bahia under the leadership of Antonio Carlos Magalhães) and joined the Brazilian Democratic Movement Party (PMDB), making his then-wife, Eliana Kertész [pt], the most voted councillor in Salvador in 1982, receiving more than 50 000 votes.

After the opening of direct elections to the mayors of the capitals with the end of the Military Dictatorship in 1985 [pt], he defeated federal deputy Marcelo Cordeiro at the party convention, becoming a candidate for mayor of Salvador. On November 15 of the same year, he was elected the first mayor of Salvador by popular vote, beating Edvaldo Brito [pt], with the support of the left parties like Democratic Labour Party (PDT) and Brazilian Socialist Party (PSB), after 21 years of military rule.

During his second term, he helped to elect Waldir Pires governor of Bahia in 1986 [pt], with the support of other 'ex-Charlistas', such as then senators Luís Viana Filho and Jutahy Magalhães, then federal deputy Ruy Bacelar [pt] and the former mayor of Guanambi, Nilo Coelho [pt], his friend from youth, chosen as vice-president on the ticket of one of the leaders of the PMDB's “historic group”. It was during this second administration that Mário Kertész carried out the works designed by Lina Bo Bardi and the Rio de Janeiro architect João Filgueiras Lima, known as “Lelé”. Among others, the Tomé de Sousa Palace [pt], the current headquarters of Salvador City Hall, built in steel and glass in 14 days and inaugurated on May 16, 1986; The installation of the Fábrica de Cidades (FAEC) in an area of 140. 000 m², with the aim of producing large-scale reinforced mortar pieces for the construction of various community facilities with quality, speed and low cost, such as municipal schools built in reinforced mortar; It also created of the Official Gazette of the Municipality.

He organized the candidacy of Gilberto Gil, president of the Gregório de Mattos Foundation [pt], to succeed him in 1988 [pt], which was vetoed by governor Waldir Pires. As a result, he teamed up with communications businessman Pedro Irujo to launch the candidacy of broadcaster Fernando José [pt] for mayor of the capital, who was elected in that election.

The following year, 1989, Fernando José broke off political agreements, abandoned ongoing projects, terminated contracts, stopped work and, with the support of the A Tarde newspaper, launched a fierce campaign against Kertész. He ran again for mayor of Salvador in 1992 [pt]. He lost the election to Lídice da Mata and abandoned his political career to dedicate himself to private enterprise.

At the invitation of the PMDB, he joined the party in 2011 and was launched as a candidate for Mayor of Salvador, after 19 years away from party politics. In the 2012 elections, he only came third in the first round and broke with the PMDB, which supported the Carlist candidate ACM Neto, to support the PT candidate, Nelson Peregrino [pt].

Private initiative

While serving as Mayor of Salvador, Mário Kertész began his journey as a radio host, using the platform to report on his administration. He hosted a radio program to share updates on municipal projects and initiatives, aligning with the political vision that had brought him back to the Tomé de Souza Palace for a second term. This vision aimed to bridge the gap between government and the people, symbolized by the relocation of the government headquarters to Praça Thomé de Souza [pt], the first public square representing the three branches of government in Brazil. Through this program, Kertész established a direct line of communication with the population, broadcasting across multiple radio stations.

The growing influence of the program, however, led to threats against the broadcasting network, as most radio concessionaires feared political reprisals. At the time, Antonio Carlos Magalhães (ACM), a declared political adversary of Kertész, served as Brazil's Minister of Communications (1985–1990).

To ensure the continuity of the political project, a group led by businessman Alceu Lisboa, active in the education sector, acquired three financially struggling radio stations, which had suffered from the wave of concessions issued during the José Sarney administration.

When Kertész decided to step away from politics, effectively halting the project, Alceu Lisboa’s group lost interest in maintaining the radio stations and sold them. Subsequently, Kertész’s family acquired the stations but later divested Itaparica FM [pt] and unsuccessfully negotiated the sale of Rádio Clube to the Assemblies of God. The family retained Rádio Cidade, which eventually became Rádio Metrópole [pt].

Over time, Kertész expanded his journalistic endeavors, launching new projects: Metrópole Magazine in 2007, the Jornal da Metrópole, in afollowing year a free tabloid distributed at key locations across Salvador and even TV Metrópole, hosted on the radio station’s website. During this period, Kertész also completed his professional training as a radio broadcaster.

Jornal da Bahia

Founded and presided over by João Falcão [pt], a communist activist, the Jornal da Bahia [pt] emerged as a voice of opposition to the dictatorship and to Antônio Carlos Magalhães government. The newspaper went into decline after being sold in 1983 to ACM himself, who had long sought to shut it down. The end of the military dictatorship, coupled with its sale to its primary adversary, caused the Jornal da Bahia to lose the qualities that had once attracted and inspired its readers, further exacerbating its already precarious financial situation.

In 1990, amid the ongoing crisis, the shareholders decided to bring in an external executive. Mário Kertész was elected at a shareholders' meeting to serve as President of the Executive Board for a two-year term and was re-elected once. During his tenure, from 1990 to 1994, Kertész adopted a more popular editorial approach for the Jornal da Bahia, inspired by Notícias Populares – a popular newspaper based in São Paulo. He reduced the number of pages and relocated the editorial office to the same building as Rádio Cidade [pt] to cut costs.

However, these efforts were largely undone by the economic recession that hit Brazil, marked by hyperinflation (1,200% annually) during the José Sarney administration and the monetary confiscation [pt] imposed by the Fernando Collor de Mello government. These factors ultimately led to the newspaper's closure in February 1994.

Personal life

He has five children, including Duda Kertész, president of Johnson & Johnson HealthE. He married three times. Initially, to Alzira, with whom he had a son. Later, he married the politician and artist Eliana Kertész [pt], with whom he had four children. Eliana died at the age of 71 in 2017, victim of lung cancer. After widowhood, he remarried in 2019, to Silvania Rocha, in a ceremony in Salvador.

References

  1. ^ Macedo, Luciane (September 24, 2020). ""Sou branco e judeu, mas baiano pra cacete", diz Kertész". Brasil 247 (in Brazilian Portuguese). Archived from the original on September 29, 2020. Retrieved December 24, 2024.
  2. Köpp, Juliana; Albinati, Mariana. "Políticas culturais de salvador na gestão Mário Kertész (1986 a 1989) - versão preliminar" (PDF). Federal University of Bahia. Archived (PDF) from the original on July 26, 2024. Retrieved December 24, 2024.
  3. Sales, Edvaldo (September 12, 2023). "Mário Kertész solta o verbo contra ACM: "Fez todas as sacanagens que podia comigo"". Bnews (in Brazilian Portuguese). Archived from the original on June 20, 2024. Retrieved December 24, 2024.
  4. ^ Souza, Maria (2007). "Culturas políticas na Bahia: mutações em campanhas eleitorais". Federal University of Bahia. Archived from the original on December 24, 2024. Retrieved December 24, 2024.
  5. Felício, César (June 16, 2024). "Esquerda perdeu eleições ganhas em Salvador". Valor Econômico (in Brazilian Portuguese). Archived from the original on June 21, 2024. Retrieved December 25, 2024.
  6. ^ ""Governo Lula melhorou muitas coisas, mas o Brasil segue dividido", diz Mário Kertész". Brasil 247 (in Brazilian Portuguese). June 1, 2024. Archived from the original on June 2, 2024. Retrieved December 24, 2024.
  7. "Próximos Eventos | Mário Kertész fala sobre Mídia na Escola de Administração". Agenda UFBA. August 3, 2016. Archived from the original on December 24, 2024. Retrieved December 24, 2024.
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  9. ^ Maklouf, Luiz (2015-01-09). João Santana: Um marqueteiro no poder (in Brazilian Portuguese). Editora Record. ISBN 978-85-01-10340-6.
  10. Gonzalez, Daniela (June 27, 2024). "Reserva de resistência: Há 50 anos enfrentando especulação imobiliária, Parque de Pituaçu vai passar por revitalização". Metro 1 (in Brazilian Portuguese). Archived from the original on July 4, 2024. Retrieved December 24, 2024.
  11. "Bahia já estabelece prioridade". Jornal do Brasil. 80 (248): 3. January 23, 1971.
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  13. "Bahia espera 250 mil turistas neste verão". Jornal do Brasil. 89 (257): 18. December 21, 1979.
  14. "Transur". Acervo do Ônibus na Bahia (in Brazilian Portuguese). Archived from the original on December 4, 2023. Retrieved December 24, 2024.
  15. Gonçalves, Roberto (November 19, 1982). "Mulher de Kertész bate recorde votos para a Câmara". Jornal do Brasil. 92 (225): 7.
  16. "Leite vence as convenções do PMDB no Rio". Jornal do Brasil. 95 (91): 1. July 8, 1985.
  17. Luiz Pereira Oliveira, Cloves (2024), Luiz Pereira Oliveira, Cloves; Mitchell-Walthour, Gladys Lanier; Morrison, Minion K. C (eds.), "The New Bahia Enigma: Why Has Black Rome Never Elected a Black Mayor? A Case Study of the 1985 Municipal Election Campaigns of Edivaldo Brito and Mário Kertész", Black Lives Matter in Latin America, Cham: Springer Nature Switzerland, pp. 173–203, doi:10.1007/978-3-031-39904-6_7, ISBN 978-3-031-39903-9, retrieved 2024-12-24
  18. Souza, Berlarmino (2013). "A conquista da Bahia - O sudoeste baiano na eleição de Waldir Pires (1986) e as disputas pela municipalidade em vitória da conquista" (PDF). Associação Nacional de História. Archived (PDF) from the original on August 5, 2024. Retrieved December 24, 2024.
  19. Kertész, Mário (December 12, 2014). "Reunião em 1986, na casa de Roberto Santos, com Ulisses Guimarães, Waldir Pires e eu". Twitter. Retrieved December 12, 2024.{{cite web}}: CS1 maint: url-status (link)
  20. Gomes, Nardele (May 16, 2016). "Com arquitetura arrojada de Lelé, Palácio Thomé de Souza completa 30 anos - Metro 1". Metro 1 (in Brazilian Portuguese). Archived from the original on August 10, 2024. Retrieved December 24, 2024.
  21. "Quem foi Lelé – Projeto Lelé". Conselho de Arquitetura e Urbanismo do Brasil (in Brazilian Portuguese). Archived from the original on April 14, 2024. Retrieved December 24, 2024.
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  23. Pitombo, João (March 30, 2019). "'Prefeito que não foi', Gilberto Gil era empossado vereador de Salvador há 30 anos". Folha de S.Paulo (in Brazilian Portuguese). Archived from the original on April 17, 2024. Retrieved December 24, 2024.
  24. Silva, Rodrigo (March 2, 2023). "A arte da traição: história mostra que deslealdade entre Criador e criatura marca a política baiana". Metro 1 (in Brazilian Portuguese). Archived from the original on March 7, 2023. Retrieved December 24, 2024.
  25. "PMDB terá candidato a prefeito em 24 capitais, diz Raupp". Folha de S. Paulo. July 7, 2011. Archived from the original on July 16, 2011. Retrieved December 24, 2024.
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  27. "Mário Kertész sai do PMDB e declara apoio a Pelegrino: "É a melhor opção para Salvador"". União Juventude Socialista (in Brazilian Portuguese). Archived from the original on December 24, 2024. Retrieved December 24, 2024.
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  29. Oliveira, Geovana; Àdele, Àdele (June 19, 2023). "O rádio como um meio para a inovação no jornalismo" (PDF). Federal University of Bahia. Archived (PDF) from the original on April 14, 2024. Retrieved December 25, 2024.
  30. Nery, André (June 7, 2007). "Confira a biografia política do senador ACM". G1. Archived from the original on August 31, 2023. Retrieved December 24, 2024.
  31. ^ Rubim, Antonio (January 1997). "Rádio e TV na Bahia: o partido eletrônico de ACM" (PDF). Federal University of Bahia. Archived (PDF) from the original on November 25, 2022. Retrieved December 25, 2024.
  32. ^ Brasil Agora - Mário Kertesz explica o Brasil e o mundo; Greve dos servidores da educação federal (Video) (in Brazilian Portuguese). Brasil 247. May 31, 2024. Retrieved December 24, 2024 – via YouTube.
  33. Martinho, Kamille (December 2, 2022). "Ao vivaço: experiências com radiojornalismo" (PDF). Federal University of Bahia. Archived (PDF) from the original on February 3, 2024. Retrieved December 25, 2024.
  34. ^ Gomes, Nardele (November 23, 2023). "Sempre no pé de quem faz besteira: Jornal Metropole chega a sua 800ª edição". Metro 1 (in Brazilian Portuguese). Archived from the original on December 4, 2023. Retrieved December 24, 2024.
  35. Vasconelos, Levi (November 29, 2019). "João Falcão, o homem que vendeu um banco para brigar com ACM". A Tarde (in Brazilian Portuguese). Archived from the original on December 25, 2024. Retrieved December 25, 2024.
  36. Quaresma, Vinicius (August 30, 2017). "Memória e jornalismo: a trajetória de dois intelectuais - João Falcão e João Gomes - e o Jornal da Bahia durante a ditadura civil-militar brasileira" (PDF). State University of Southwestern Bahia. Archived (PDF) from the original on October 5, 2019. Retrieved December 25, 2024.
  37. "Uma vocação tirânica". Istoé. January 24, 2001. Archived from the original on September 26, 2015. Retrieved September 26, 2015.
  38. "O candidato do PMDB à prefeitura de Salvador, Mário Kertész, ao lado de seu publicitário, Duda Mendonça, lendo o Jornal da Bahia que fazia oposição ao carlismo, e tendo como um dos proprietários, o comunista e empresário João Falcão. Mário Kertész foi eleito o primeiro prefeito da capital dos baianos depois de 21 anos de ditadura militar instaurada em 1964, e o quarto prefeito eleito pelo voto popular da história da cidade. Salvador, 15 de novembro de 1985". Instagram. June 17, 2024. Retrieved December 25, 2024.{{cite web}}: CS1 maint: url-status (link)
  39. Jucá, Felipe (November 11, 2021). "Uma estátua esquecida". Recanto das Letras (in Brazilian Portuguese). Archived from the original on December 25, 2024. Retrieved December 25, 2024.
  40. Albuqurque, Rafael (April 29, 2014). "Executiva Duda Kertész, filha de Mário, é capa da Veja desta semana". Bnews (in Brazilian Portuguese). Archived from the original on December 25, 2024. Retrieved December 25, 2024.
  41. "MK exalta vida e obra de Eliana Kertész: 'Nunca abriu mão dos princípios'; ouça". Metro 1 (in Brazilian Portuguese). December 18, 2019. Archived from the original on December 19, 2019. Retrieved December 25, 2024.
  42. "Morre na BA, aos 71 anos, a artista plástica e ex-vereadora Eliana Kertész". G1 (in Brazilian Portuguese). March 26, 2017. Archived from the original on December 2, 2024. Retrieved December 25, 2024.
  43. "Familiares celebram memória de Eliana Kertész: 'Nem na doença cedeu'". G1 (in Brazilian Portuguese). March 26, 2017. Archived from the original on October 26, 2022. Retrieved December 25, 2024.
  44. "Mário Kertesz e Silvania Rocha se casam em discreta cerimônia". Alô Alô Bahia (in Brazilian Portuguese). June 23, 2019. Archived from the original on September 26, 2020. Retrieved December 25, 2024.