As estratégias persuasivas dos presidenciáveis na corrida eleitoral de 2014 nas redes sociais
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Data
2016-06-02
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Universidade Federal de Goiás
Resumo
This dissertation developed an analysis that aims to identify why political parties and candidates
use social media websites as a campaign tool and the main persuasive strategies they use to
convince the electorate. It also tried to comprehend how professionalization, medialization and
personalization, contemporary campaigns main characteristics, influence political campaigns
in digital environments. In this perspective, the research chose to analyze candidates’, Aécio
Neves (PSDB) and Dilma Rousseff (PT), official pages on Facebook. The main goal was to
understand the persuasive strategies they used throughout the presidential race. The study’s
main hypotheses defends that the candidates, using advanced electoral marketing techniques,
used social media websites in order to promote themselves and attack their opponents and, on
the other hand, did not debate political issues. In order to reach the main goal and test the
proposed hypothesis, the research developed a literature review that underwent the historical
transformation that the electoral process experienced both in an international and national
context. It also focused on New Information and Communication Technology rise in the
political communication field as well as debated about their contributions to the quality of
democracy and electoral campaigns. The research also promoted an investigation on the
political scene that the 2014 presidential race took place, which discussed the polarization
between PT and PSDB around the presidential election in the last two decades. The analysis
focused, first, on former presidents’ Fernando Henrique Cardoso and Luiz Inácio Lula da Silva
administrations as well as President Dilma Rousseff first term and, later, introduced the main
events that happened throughout the campaign. The paper identified and debated the main
communicational strategies adopted by campaign strategists, which suited as a theoretical
sketch of the methodological model implemented. It was collected the content posted on the
candidates’ official pages on Facebook between July 6th and October 26th
, 2014 and it was
developed a content analysis that classified each post in the following categories: Agenda;
Support/Endorsement; Attack/Negative Campaign; Campaign/Call for votes;
Defense/Counterattack; Institutional; Personal Matters/Personal promotion; and Political
Proposals. Later, based on the results, it was done a comparative analysis, which tried to
emphasize each variable analyzed and highlight each candidate’s strategies and goals according
to the electoral context. This research concluded that institutional propaganda and personal
promotion, political personalization main characteristics, in addition to negative campaign led
the campaign and, on the other hand, political discussions were put aside.
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Citação
VIEIRA, A. O. As estratégias persuasivas dos presidenciáveis na corrida eleitoral de 2014 nas redes sociais. 2016. 151 f. Dissertação (Mestrado em Ciência Politica) - Universidade Federal de Goiás, Goiânia, 2016.