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Abstract(s)
A importância de analisar as campanhas eleitorais e os mecanismos de conquista do apoio eleitoral conduziu-nos ao estudo da relevância das emoções. A presente dissertação incide sobre a comunicação política adotada pelos partidos políticos representados na Assembleia da República em 2015, num contexto em que a profissionalização da política e da comunicação exige um olhar mais amplo sobre os fenómenos eleitorais.
A importância de estudarmos o cérebro humano, a dicotomia razão/emoção e as bases da neuropolítica constitui o eixo central da presente dissertação, sendo que recorremos aos cartazes eleitorais das legislativas de 2015 para verificar o recurso a estas técnicas por parte dos partidos políticos.
A estrutura do presente trabalho assenta na necessidade de recorrermos à perspetiva comparada e à análise de conteúdo de modo a testarmos um conjunto de hipóteses de investigação relacionadas com o recurso às técnicas da neuropolítica.
The importance of analyzing political campaigns and their mechanisms for conquering electoral support led us to study the emotions’ relevance. The present dissertation covers the communication adopted by political parties represented in the Assembly of the Republic in 2015, in a context that, due to the professionalization of politics and communication, demands a wider look over the electoral phenomena. The importance of studying the human brain, the dichotomy between reason/emotion and the basis for neuropolitics form this dissertation’s axis, so we resorted to the posters for the 2015 legislative elections to verify the usage of such techniques by political parties. The present work’s structure is based on the need to rely on a compared approach and content analysis in order to test several research hypotheses related to the usage of neuropolitical techniques.
The importance of analyzing political campaigns and their mechanisms for conquering electoral support led us to study the emotions’ relevance. The present dissertation covers the communication adopted by political parties represented in the Assembly of the Republic in 2015, in a context that, due to the professionalization of politics and communication, demands a wider look over the electoral phenomena. The importance of studying the human brain, the dichotomy between reason/emotion and the basis for neuropolitics form this dissertation’s axis, so we resorted to the posters for the 2015 legislative elections to verify the usage of such techniques by political parties. The present work’s structure is based on the need to rely on a compared approach and content analysis in order to test several research hypotheses related to the usage of neuropolitical techniques.
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Keywords
Cérebro Comunicação Política Emoções Neuropolítica