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Abstract(s)
Esta dissertação analisa o uso estratégico do Instagram como ferramenta de
comunicação política para fortalecer a marca de Lula da Silva durante o ano eleitoral de
2022. Por meio de uma abordagem mista que combina métodos qualitativos e
quantitativos, a análise de conteúdo revela padrões consistentes e estratégias coerentes
nas publicações selecionadas. A comunicação de Lula da Silva no Instagram demonstra
coerência narrativa, adaptação estratégica, personalização política com destaque para o
candidato e utilização de imagens que transmitem autoridade e afeto. Os resultados
indicam que essa abordagem fortaleceu a identidade e a imagem desejadas para o
candidato, estabelecendo uma conexão consistente com o público-alvo. A pesquisa
contribui para a compreensão do uso eficaz do Instagram como ferramenta de
comunicação política, fornecendo insights pertinentes para estratégias de branding e
mobilização política.
This dissertation examines the strategic use of Instagram as a political communication tool to strengthen the brand of Lula da Silva during the 2022 electoral year. Through a mixed-method approach combining qualitative and quantitative methods, content analysis reveals consistent patterns and coherent strategies in the selected posts. Lula da Silva's communication on Instagram demonstrates narrative coherence, strategic adaptation, political personalization with emphasis on the candidate, and the use of images that convey authority and affection. The findings indicate that this approach reinforced the desired identity and image of the candidate, establishing a consistent connection with the target audience. The research contributes to the understanding of the effective use of Instagram as a political communication tool, providing relevant insights for branding and political mobilization strategies.
This dissertation examines the strategic use of Instagram as a political communication tool to strengthen the brand of Lula da Silva during the 2022 electoral year. Through a mixed-method approach combining qualitative and quantitative methods, content analysis reveals consistent patterns and coherent strategies in the selected posts. Lula da Silva's communication on Instagram demonstrates narrative coherence, strategic adaptation, political personalization with emphasis on the candidate, and the use of images that convey authority and affection. The findings indicate that this approach reinforced the desired identity and image of the candidate, establishing a consistent connection with the target audience. The research contributes to the understanding of the effective use of Instagram as a political communication tool, providing relevant insights for branding and political mobilization strategies.
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Keywords
Branding Campanha Eleitoral Comunicação Política Instagram Redes Sociais