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Abstract(s)
Nos últimos anos, têm-se vindo a constatar numerosas transformações na vida política. Algumas destas mudanças relacionam-se com a própria evolução e transformação dos partidos e instituições políticas. No entanto, é frequentemente atribuída aos meios de comunicação social, a responsabilidade pela reconfiguração do jogo político.
Actualmente, num cenário eleitoral, os meios de comunicação tornaram-se, claramente, num elemento central da comunicação política. Com o advento da televisão a visibilidade pública dos dirigentes políticos acentuou-se, facto que se consubstancia numa maior administração e exposição dos aspectos pessoais dos governantes.
No decorrer do impacto da comunicação nas práticas políticas foram surgindo mudanças no comportamento dos políticos, que se muniram de novas estratégias de persuasão, com vista a estabelecer uma aproximação aos media e posteriormente ao público. Em relação às campanhas eleitorais verifica-se, uma crescente valorização da forma em detrimento do conteúdo, do predomínio da política espectáculo, da transformação do candidato em personagem da crónica política actual.
Neste sentido, reconhecemos a personalização da política e das eleições como uma das consequências originadas pela crescente mediatização da vida política. Desta forma, personalizar uma campanha eleitoral passa pela verificação de um crescente interesse na figura do líder partidário deixando-se para uma segunda linha o programa e ideologia por ele defendido.
Nesta dissertação, pretendemos estudar o modo como a personalização verificada na política, enquanto estratégia de campanha eleitoral, influencia a cobertura mediática do processo eleitoral. Trata-se de compreender se o foco de interesse dos media, no contexto de uma campanha eleitoral, se prende mais a aspectos ligados ao líder ou se se dá prioridade aos programas partidários.
Questionamo-nos, ainda, se a cobertura mediática de uma campanha eleitoral centrada em peças e artigos personalizados, ou focados no líder, terá pertinência para o decorrer do processo eleitoral ou se será apenas uma estratégia com vista à banalização de um tema complexo como a política.
In the past few years, several transformations have been noticed in the political life. Some of these changes are related to the evolution and transformation in itself of the political parties and institutions. Nevertheless, the responsibility for the new configuration of the political game is frequently ascribed to the media. Nowadays, in an electoral scenery, the media have clearly become the central element of the political communication. With the advent of television, the public visibility of the political leaders increased, making their personal lives more exposed. During the communication impact in political practices, changes emerged in the politicians’ behaviour. They started using new persuasion strategies, in order to establish a closer approach to the media and subsequently to the public. Regarding election campaigns, we see a growing appreciation of form over content, with the predominance of political spectacle, the candidate’s betterment into a character of the current political chronicle. This way, we recognise the personalisation of politics and elections as one of the consequences of the growing media coverage of political life. Thus, personalising an election campaign requires a growing interest in the figure of the party leader, leaving to second plan the programme and ideology he defends. This dissertation intends to study how the personalisation of politics, as an election campaign strategy, may sway the media coverage of the election process. It is about understanding if, in the context of an election campaign, the media interest focuses more on the features related to the leader or whether it gives priority to the party programmes. Furthermore, we questioned ourselves about the media coverage of an election campaign centred on parts and personalised items, or focused on the leader, will be relevant to the election process that is occurring, or if it is only a strategy aimed at trivialising a complex subject like politics.
In the past few years, several transformations have been noticed in the political life. Some of these changes are related to the evolution and transformation in itself of the political parties and institutions. Nevertheless, the responsibility for the new configuration of the political game is frequently ascribed to the media. Nowadays, in an electoral scenery, the media have clearly become the central element of the political communication. With the advent of television, the public visibility of the political leaders increased, making their personal lives more exposed. During the communication impact in political practices, changes emerged in the politicians’ behaviour. They started using new persuasion strategies, in order to establish a closer approach to the media and subsequently to the public. Regarding election campaigns, we see a growing appreciation of form over content, with the predominance of political spectacle, the candidate’s betterment into a character of the current political chronicle. This way, we recognise the personalisation of politics and elections as one of the consequences of the growing media coverage of political life. Thus, personalising an election campaign requires a growing interest in the figure of the party leader, leaving to second plan the programme and ideology he defends. This dissertation intends to study how the personalisation of politics, as an election campaign strategy, may sway the media coverage of the election process. It is about understanding if, in the context of an election campaign, the media interest focuses more on the features related to the leader or whether it gives priority to the party programmes. Furthermore, we questioned ourselves about the media coverage of an election campaign centred on parts and personalised items, or focused on the leader, will be relevant to the election process that is occurring, or if it is only a strategy aimed at trivialising a complex subject like politics.
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Keywords
Jornalismo político Jornalismo político - Portugal Campanha eleitoral - Eleições legislativas - Portugal - 2009 Campanha eleitoral - Personalização - Portugal Campanha eleitoral - Mass media - Telepolítico Comunicação política - Portugal Jornalistas - Políticos - Assessores de imprensa - Portugal
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Universidade da Beira Interior