This chapter discusses the link between journalism and populism as a drive to spread populist rhetoric and agenda in different countries by focusing on the contribution of the mainstream media to the emergence of Jair Bolsonaro's political agenda at the center of the Brazilian public debate. Using Content Analysis as the qualitative approach, we analyzed 571 news, which covered Bolsonaro’s attacks against the LGBTQIA+ community, as well as against the Workers' Party. The results provided an overall understanding of how the two main Brazilian newspapers used mechanisms of normalization (Ekstrom, Patrona & Thornborrow, 2020) of the politician's discourse in their daily coverage. Hence, these newspapers contributed to the higher visibility and public legitimization of Bolsonaro’s extremist thought in the national public agenda.