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O predomínio da informação nas relações sociais alterou a ordem estabelecida pelo Estado e pelas formas tradicionais de fazer política. A par do desenvolvimento tecnológico dos media, também o marketing político conheceu um desenvolvimento significativo como forma de melhor moldar e preparar a classe política. Cada vez mais a internet se estabelece como um novo meio de comunicação, através do qual os agentes políticos e governamentais comunicam e interagem com o seu público-alvo.
Neste sentido, torna-se pertinente o estudo da internet como meio de comunicação política. Este estudo tem dois objectivos gerais: analisar a forma como os sites dos partidos políticos, nomeadamente, Partido Socialista (PS) e Partido Social Democrata (PSD), são percepcionados pelos eleitores utilizadores da internet e avaliar a internet (em particular os sites do PS e PSD) como meio de comunicação política.
A investigação empírica foi realizada através de questionário e para a respectiva análise estatística dos dados recorreu-se a métodos descritivos, análises crosstabulation e testes não paramétricos.
As principais conclusões obtidas através da análise dos resultados foram as seguintes: (1) os aspectos mais valorizados foram os mesmos para ambos os sites. Estes passam a enunciar-se de seguida: “facilidade em encontrar o site”, “rapidez na abertura da home page e sub páginas” e, “facilidade na navegação” (2) o conteúdo/ informação presente em ambos os sites apresenta limitações na capacidade de influenciar a decisão de voto dos eleitores; (3) a internet não se destaca como principal fonte de informação política e, por fim, (4) antevê-se uma oportunidade futura para a possibilidade de votar através da internet.
Em suma, a internet desempenha um papel significativo no processo eleitoral, ou seja, na divulgação de informação e como um potencial mecanismo de voto. Contudo, os sites dos partidos políticos parecem ineficazes enquanto instrumentos de marketing e de persuasão dos votantes.
The predominance of information in social relations changed the order established by the State and the traditional ways of doing politics. Alongside the development of media, also the political marketing was a significant development as a way to better shape and prepare the political class. Increasingly the Internet is established as a new means of communication, through which politicians and government communicate and interact with your audience. Accordingly, it is pertinent to study the Internet as a means of political communication. This study has two objectives: to analyze how the sites of political parties, in particular Socialist Party (PS) and Social Democratic Party (PSD), are perceived by the users of internet voters and evaluate the Internet (in particular the sites of the PS and PSD) as a means of political communication. The empirical research was conducted through a questionnaire and to analyze statistical data used is descriptive methods, crosstabulation analysis and non-parametric tests. The main conclusions obtained through analysis of the results were: (1) the most valued were the same for both sites. These are the state are followed: "ease of finding the site"; "speed of opening the home page and sub pages" and "ease of navigation" (2) the content / information present in both sites has limitations in ability to influence the voting decision (3) the internet does not stand out as the main source of political information and, finally, (4) predict an opportunity for the future possibility of voting via the internet. In short, the Internet plays a significant role in the electoral process, in dissemination of information and as a potential mechanism for the vote. However, the sites of political parties seem ineffective as a tool of marketing and persuasion of voters.
The predominance of information in social relations changed the order established by the State and the traditional ways of doing politics. Alongside the development of media, also the political marketing was a significant development as a way to better shape and prepare the political class. Increasingly the Internet is established as a new means of communication, through which politicians and government communicate and interact with your audience. Accordingly, it is pertinent to study the Internet as a means of political communication. This study has two objectives: to analyze how the sites of political parties, in particular Socialist Party (PS) and Social Democratic Party (PSD), are perceived by the users of internet voters and evaluate the Internet (in particular the sites of the PS and PSD) as a means of political communication. The empirical research was conducted through a questionnaire and to analyze statistical data used is descriptive methods, crosstabulation analysis and non-parametric tests. The main conclusions obtained through analysis of the results were: (1) the most valued were the same for both sites. These are the state are followed: "ease of finding the site"; "speed of opening the home page and sub pages" and "ease of navigation" (2) the content / information present in both sites has limitations in ability to influence the voting decision (3) the internet does not stand out as the main source of political information and, finally, (4) predict an opportunity for the future possibility of voting via the internet. In short, the Internet plays a significant role in the electoral process, in dissemination of information and as a potential mechanism for the vote. However, the sites of political parties seem ineffective as a tool of marketing and persuasion of voters.
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Keywords
Marketing político - Internet Comunicação em política