Um Jornal a Serviço de Si: tradições (re)inventadas nos 100 anos da Folha de S. Paulo.

In this paper, we propose to analyze the recent Folha de S. Paulo campaign "in service" of democracy as a part of its 100-year anniversary, officially commemorated in February 2021. On that occasion, the newspaper sought to position itself as an active subject, capable of even teaching its readers what was the period of the military dictatorship in Brazil by exploring the image that it had (always) been the "Diretas newspaper", an incisive criticism of the regime in the process of political redemocratization. In this way, we identified how the ephemeris was used in an attempt to legitimize the institution's authority, enabling the newspaper to act "in its service" and, therefore, reinforce a particular story, circumscribed by (re)invented traditions that have sought to define its own identity. [ABSTRACT FROM AUTHOR]