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A estratégia de comunicação do Chega no YouTube durante as eleições legislativas de 2024
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Nos últimos anos, o populismo consolidou-se como tema central do debate público contemporâneo, em especial nas redes sociais. No caso português, o partido Chega exemplificou este fenómeno, recorrendo ao YouTube como uma das principais plataformas de comunicação política. Esta investigação analisou a atuação dos deputados Bruno Nunes e João Tilly durante as eleições legislativas de 2024, por meio de um corpus de 56 vídeos publicados nos canais CHEGA TV, Bruno Nunes e João Tilly. Foi realizada uma análise de conteúdo, com base num ficheiro de codificação, que permitiu identificar categorias como a dicotomia “povo vs. elite”, os ataques às elites, os discursos anti-imigração e securitário, bem como a construção da identidade nacional. Os vídeos analisados recorreram a uma linguagem emocional e polarizadora, evidenciando a clivagem povo-elite e explorando temas como a segurança e a imigração. As interações na plataforma contribuíram para reforçar este discurso populista e fortalecer comunidades online de apoio, mostrando o YouTube como um instrumento central na mobilização política do Chega.
In recent years, populism has consolidated as a central theme of contemporary public debate, particularly on social media. In the Portuguese case, the Chega party exemplifies this phenomenon, using YouTube as one of its main platforms for political communication. This study analyzed the activity of MPs Bruno Nunes and João Tilly during the 2024 legislative elections, based on a corpus of 56 videos published on the channels CHEGA TV, Bruno Nunes and João Tilly. A content analysis was conducted using a coding scheme that identified categories such as the “people vs. elite” dichotomy, attacks on elites, anti-immigration and security discourse, as well as national identity. The findings show that the videos employ an emotional and polarizing language, reinforcing the cleavage between people and elite. Issues such as security and immigration are mobilized to deepen social divisions. Audience interactions (comments, likes and shares) amplify populist rhetoric and foster online support communities. YouTube thus emerges as a central tool of mobilization in Chega’s communication strategy.
In recent years, populism has consolidated as a central theme of contemporary public debate, particularly on social media. In the Portuguese case, the Chega party exemplifies this phenomenon, using YouTube as one of its main platforms for political communication. This study analyzed the activity of MPs Bruno Nunes and João Tilly during the 2024 legislative elections, based on a corpus of 56 videos published on the channels CHEGA TV, Bruno Nunes and João Tilly. A content analysis was conducted using a coding scheme that identified categories such as the “people vs. elite” dichotomy, attacks on elites, anti-immigration and security discourse, as well as national identity. The findings show that the videos employ an emotional and polarizing language, reinforcing the cleavage between people and elite. Issues such as security and immigration are mobilized to deepen social divisions. Audience interactions (comments, likes and shares) amplify populist rhetoric and foster online support communities. YouTube thus emerges as a central tool of mobilization in Chega’s communication strategy.
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Palavras-chave
Populismo digital Comunicação política YouTube Eleições legislativas de 2024 Polarização e Povo Vs. Elite Digital populism Political communication YouTube 2024 legislative elections Polarization and People vs. Elite