| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
As redes sociais apresentam-se, hoje, como uma grande ferramenta de Marketing político, e os atores políticos perceberam o benefício da utilização das redes sociais como ferramenta de comunicação política. Através destas plataformas é possível alcançar um maior número de pessoas, divulgar mensagens importantes como os programas políticos, marcar presença no meio digital e comunicar diretamente com o seu corpo eleitoral. Esta facilitação de informação permite aos públicos um acesso mais livre e próximo ao conhecimento, contudo, a liberdade das redes sociais pode, igualmente, tornar-se numa ameaça à democracia. A presente investigação tem como objetivo principal, compreender o papel da comunicação política digital, nomeadamente no contexto da rede social Twitter, durante a campanha das legislativas de 2019, os moldes de comunicação de dois partidos políticos portugueses, o Partido Social Democrata (PSD) e um novo partido de extrema-direita o Chega! (CH). A metodologia desta investigação assenta na combinação de métodos quantitativos e qualitativos, sendo realizado um inquérito por questionário e uma análise de conteúdo relativa aos perfis da rede social Twitter dos dois partidos políticos supramencionados. Por via das métricas específicas das redes sociais, assim como, um entendimento dos significados e símbolos da campanha política. Os resultados alcançados permitem a identificação e a exploração das estratégias de comunicação de marketing político nestes domínios e possíveis mecanismos de comunicação via Twitter que permitem a verificação de como a plataforma é utilizada como elemento-chave de comunicação e divulgação de mensagens políticas.
Today, social media is a main political marketing tool, and political actors have realized the benefit of using social media as a political communication tool. Through these platforms, it is possible to reach a higher number of people, disseminate significant messages such as political programs, make their presence felt in the digital environment, and communicate directly with their voter´s. This facilitation of information allows audiences to have more access to knowledge, however, the freedom of social media can also become a threat to democracy. The present research has as its main objective, to understand the role of digital political communication, namely in the context of the social network Twitter, during the 2019 legislative campaign, the communication patterns of two Portuguese political parties the Partido Social Democrata (PSD) and a new right-wing party, Chega! (CH). The methodology of this research consists of on a combination of quantitative and qualitative methods, with a questionnaire and a content analysis of the Twitter profiles of the two political parties mentioned above. Through social media specific metrics, as well, an understanding of the meanings and symbols of political campaigns. The results achieved will allow the identification and exploitation of political marketing communication strategies in these fields and possible mechanisms via Twitter that allowing the understanding of how the platform is a key element in the dissemination of political messages.
Today, social media is a main political marketing tool, and political actors have realized the benefit of using social media as a political communication tool. Through these platforms, it is possible to reach a higher number of people, disseminate significant messages such as political programs, make their presence felt in the digital environment, and communicate directly with their voter´s. This facilitation of information allows audiences to have more access to knowledge, however, the freedom of social media can also become a threat to democracy. The present research has as its main objective, to understand the role of digital political communication, namely in the context of the social network Twitter, during the 2019 legislative campaign, the communication patterns of two Portuguese political parties the Partido Social Democrata (PSD) and a new right-wing party, Chega! (CH). The methodology of this research consists of on a combination of quantitative and qualitative methods, with a questionnaire and a content analysis of the Twitter profiles of the two political parties mentioned above. Through social media specific metrics, as well, an understanding of the meanings and symbols of political campaigns. The results achieved will allow the identification and exploitation of political marketing communication strategies in these fields and possible mechanisms via Twitter that allowing the understanding of how the platform is a key element in the dissemination of political messages.
Description
Keywords
Campanhas Políticas Comunicação Digital Marketing Político Redes Sociais Twitter