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As atitudes dos dirigentes da Iniciativa Liberal sobre o papel das redes sociais no crescimento do partido
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Abstract(s)
As atitudes dos dirigentes da Iniciativa Liberal sobre o papel das redes sociais no
crescimento do seu partido não têm sido frequentemente utilizadas como objeto de
estudo em investigações na área da comunicação política. No entanto, este tema é
relevante e permite uma melhor compreensão da forma com que os partidos recentes,
com recursos limitados e menor acesso aos meios de comunicação tradicionais,
conseguem afirmar-se e crescer no sistema político português.
Esta dissertação de mestrado tem por objetivo explorar e abordar o tópico através
de um estudo de caso com foco nas atitudes dos responsáveis políticos da Iniciativa
Liberal sobre aquilo que é a relevância das redes sociais na promoção das suas propostas
e ideais políticos.
Os resultados mostram que os dirigentes reconhecem as redes sociais como um
fator essencial para a afirmação inicial do partido, compensando a falta de visibilidade
mediática e de recursos financeiros. Evidenciam ainda uma evolução da comunicação
digital, de um estilo espontâneo para uma abordagem cada vez mais profissional e
segmentada. Foram identificados como formatos mais eficazes os vídeos curtos, imagens
de grupo e cartazes satíricos, associados à personalização em torno das figuras de
liderança. Apesar da centralidade do digital, os dirigentes sublinham que estas
plataformas não substituem nem os meios de comunicação tradicionais, nem o contacto
presencial com os cidadãos.
Conclui-se que as redes sociais foram decisivas para o crescimento da Iniciativa
Liberal na visão dos entrevistados, compensando a falta de espaço nos meios de
comunicação tradicionais e reforçando a ligação direta com o eleitorado. A comunicação
política digital do partido evoluiu de um estilo espontâneo para uma estratégia mais
profissional e segmentada.
The attitudes of the leaders of Iniciativa Liberal regarding the role of social media in the growth of their party have not often been used as a subject of study in political communication research. However, they are relevant as they allow for a better understanding of how recent parties, with limited resources and reduced access to traditional media, manage to establish and grow within the Portuguese political system. This master’s dissertation aims to explore and analyse this topic through a case study focusing on the perceptions of Iniciativa Liberal’s political leaders regarding the relevance of social media in promoting their political proposals and ideals. The findings show that the leaders recognize social media as an essential factor for the party’s initial affirmation, compensating for its lack of media visibility and financial resources. They also reveal an evolution in digital communication from a spontaneous style to a more professional and segmented approach. Short videos, group photos, and satirical posters were identified as the most effective formats, often associated with the personalization of leadership figures. It is concluded that social media were decisive for the growth of Iniciativa Liberal in the view of the interviewees, compensating for the party’s limited access to traditional media and reinforcing its direct connection with the electorate. Digital communication evolved from a spontaneous style to a more professional and segmented strategy, consolidating the role of social media in the party’s political affirmation.
The attitudes of the leaders of Iniciativa Liberal regarding the role of social media in the growth of their party have not often been used as a subject of study in political communication research. However, they are relevant as they allow for a better understanding of how recent parties, with limited resources and reduced access to traditional media, manage to establish and grow within the Portuguese political system. This master’s dissertation aims to explore and analyse this topic through a case study focusing on the perceptions of Iniciativa Liberal’s political leaders regarding the relevance of social media in promoting their political proposals and ideals. The findings show that the leaders recognize social media as an essential factor for the party’s initial affirmation, compensating for its lack of media visibility and financial resources. They also reveal an evolution in digital communication from a spontaneous style to a more professional and segmented approach. Short videos, group photos, and satirical posters were identified as the most effective formats, often associated with the personalization of leadership figures. It is concluded that social media were decisive for the growth of Iniciativa Liberal in the view of the interviewees, compensating for the party’s limited access to traditional media and reinforcing its direct connection with the electorate. Digital communication evolved from a spontaneous style to a more professional and segmented strategy, consolidating the role of social media in the party’s political affirmation.
Description
Keywords
Comunicação Política Iniciativa Liberal Meios de Comunicação
Tradicionais Mobilização Política Redes Sociais