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Abstract(s)
As formas de influenciar e manipular a opinião pública estão constantemente a mudar. Quer seja no
domínio do marketing, em que é necessário promover a marca e a sua brand equity, quer seja no
domínio da actualidade, nomeadamente do comentário político, em que é necessário apresentar os
factos e mostrar a opinião sobre os acontecimentos. É certo que um comentador político não espera
qualquer tipo de resultado vindo do seu comentário. Contudo, o que se passa na realidade não é
isso. O comentário que cada comentador faz influencia bastante a opinião pública. Através da
pesquisa realizada foi possível verificar que há uma tendência para que o público confie e aceite
opiniões (comentários) de outras pessoas (comentadores) se estes forem considerados credíveis,
rigorosos e isentos. A credibilidade vem sobretudo da imagem que cada um transmite.
Consequentemente, o público ao se identificar com o comentador consegue mais facilmente aceitar
a sua opinião, sendo até persuadido a mudar a sua. É de notar que o mesmo se passa no domínio do
marketing, propriamente dito, onde o facto de determinada personalidade estar a promover um
qualquer produto pode influenciar a sua compra por parte dos consumidores.
How we manipulate and influence the public’s opinion is constantly changing. Either on the marketing domain, where you need to promote a brand and its brand equity, either on the domain of the public affairs, where you need to show the facts and give your own opinion based on those same facts. A political commentator does not expect any kind of reaction with his comment, however, the reallity is different. Every single comment that is made can influence the public’s opinion. The research showed it was possible to see that there is a tendency to trust in people who are credible, strict and exempted. The credibility comes from the image that one another passes to the other. Consequently, when the public identifies himself with the commentator, it is easier to accept his opinion and, even, persuade the public to change theirs. It is important to say that this process is very similar to what happens in the marketing domain, with the celebrity’s endorsement, where a personality can promote any product, and if you can identify yourself with that person it is more likely that you would buy the product they are promoting. The emotional connection you have with the one another is the basis of all credibility and persuasion.
How we manipulate and influence the public’s opinion is constantly changing. Either on the marketing domain, where you need to promote a brand and its brand equity, either on the domain of the public affairs, where you need to show the facts and give your own opinion based on those same facts. A political commentator does not expect any kind of reaction with his comment, however, the reallity is different. Every single comment that is made can influence the public’s opinion. The research showed it was possible to see that there is a tendency to trust in people who are credible, strict and exempted. The credibility comes from the image that one another passes to the other. Consequently, when the public identifies himself with the commentator, it is easier to accept his opinion and, even, persuade the public to change theirs. It is important to say that this process is very similar to what happens in the marketing domain, with the celebrity’s endorsement, where a personality can promote any product, and if you can identify yourself with that person it is more likely that you would buy the product they are promoting. The emotional connection you have with the one another is the basis of all credibility and persuasion.
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Keywords
Argumentação Celebrity Endorsement Comunicação Comunicação Persuasiva Credibiliade Isenção Modelos de Persuasão Persuasão Processos Persuasivos