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Advisor(s)
Abstract(s)
A pandemia da Covid-19 obrigou líderes dos países a adotarem medidas de prevenção para
evitar o avanço da doença. Muitos políticos seguiram as diretrizes recomendadas pela
Organização Mundial e Saúde (OMS). Outros optaram pelo caminho contrário e passaram a
questionar a eficácia dos protocolos de saúde, como o isolamento social e as vacinas. A situação
de crise expôs diversos líderes de nações a partir de suas postagens no Twitter.
Essa investigação resulta da análise à imagem projetada pelos dirigentes do Brasil e Portugal,
durante a pandemia, no microblog. A análise de conteúdo foi a principal técnica aplicada para
inferir os resultados. O Ltweet e Iramuteq foram os softwares usados para a recolha e leitura
de dados, a partir de um enquadramento teórico sólido, que abordou as áreas da comunicação
política, das mídias sociais, da imagem pública na rede e da gestão de crise na pandemia.
O estudo empírico analisou 3.764 tweets dos dois governantes ao longo de um ano. Os dados
estudados possibilitaram identificar a importância da comunicação estratégica para os atores
políticos, sobretudo, em momentos de crise extrema. As análises revelaram as principais
estratégias adotadas pelos dois governantes, os pontos convergentes e divergentes e outras
ações que contribuíram para a projeção de imagens positiva e negativa.
The Covid-19 pandemic forced country leaders to adopt preventive measures to avoid the disease's advance. Many politicians followed the guidelines recommended by the World Health Organization (WHO). Others took the opposite course and began to question the effectiveness of health protocols, such as social isolation and vaccines. The crisis situation exposed several leaders of nations from their posts on Twitter. This research results from the analysis of the image projected by the leaders of Brazil and Portugal, during the pandemic, on the microblog. Content analysis was the main technique applied to infer the results. Ltweet and Iramuteq were the software used for data collection and reading, from a solid theoretical framework, which addressed the areas of political communication, social media, public image in the network and crisis management in the pandemic. The empirical study analysed 3,764 tweets from the two rulers over the course of a year. The data studied made it possible to identify the importance of strategic communication for political actors, especially in times of extreme crisis. The analyses revealed the main strategies adopted by the two leaders, the convergent and divergent points and other actions that contributed to the projection of positive and negative images.
The Covid-19 pandemic forced country leaders to adopt preventive measures to avoid the disease's advance. Many politicians followed the guidelines recommended by the World Health Organization (WHO). Others took the opposite course and began to question the effectiveness of health protocols, such as social isolation and vaccines. The crisis situation exposed several leaders of nations from their posts on Twitter. This research results from the analysis of the image projected by the leaders of Brazil and Portugal, during the pandemic, on the microblog. Content analysis was the main technique applied to infer the results. Ltweet and Iramuteq were the software used for data collection and reading, from a solid theoretical framework, which addressed the areas of political communication, social media, public image in the network and crisis management in the pandemic. The empirical study analysed 3,764 tweets from the two rulers over the course of a year. The data studied made it possible to identify the importance of strategic communication for political actors, especially in times of extreme crisis. The analyses revealed the main strategies adopted by the two leaders, the convergent and divergent points and other actions that contributed to the projection of positive and negative images.
Description
Keywords
Comunicação Política Covid-19 Crise Política Imagem Pública Mídias Digitais