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Marketing político nas redes sociais. A campanha eleitoral de Jair Bolsonaro em 2018
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Orientador(es)
Resumo(s)
As eleições brasileiras de 2018 representaram um marco para a história política do país e
para o marketing político que precisou se reinventar. Havia uma hegemonia dos veículos
de comunicação tradicionais, a exemplo da TV e do rádio.
O candidato à presidência da República, Jair Bolsonaro, mostrava desvantagem neste
aspecto com direito a apenas oito segundos da propaganda eleitoral gratuita nestas praças.
Perante a desvantagem, a campanha optou por concentrar as principais estratégias no
ambiente online, principalmente, nas mídias digitais, como o Facebook, Twitter e
Instagram. Tais plataformas tornaram-se o campo de disseminação de conteúdo que em
sua maioria abordavam temas como denúncias sobre o Partido dos Trabalhadores (PT),
patriotismo, combate à corrupção, defesa de valores cristãos, conservadorismo e a
esperança política.
Esta investigação tem como objetivo compreender o papel dessas redes sociais no
contexto da comunicação virtual na campanha presidencial de Bolsonaro, em 2018, com
cariz exploratório, além de as principais estratégias utilizadas, compreender como elas
impactaram na decisão de voto do identificar eleitor e na popularidade do candidato.
The 2018 Brazilian elections represented a milestone for the countrys political history and for political marketing that had to reinvent itself. There was a hegemony of traditional communication types, such as TV and radio. The candidate for the presidency of the republic, Jair Bolsonaro, showed a disadvantage in this aspect, with the right to only eight seconds of free electoral propaganda in these places. The campaign opted for strategies deployed in the online environment, mainly in digital media, such as Facebook, Twitter and Instagram. Such platforms became the field for the dissemination of content that mostly addressed topics such as complaints about the Workers' Party (PT), patriotism, fighting corruption, defending Christian values, conservatism and political hope. This investigation aims to understand the role of these social networks in the context of virtual communication in Bolsonaro's presidential campaign in 2018, in addition to identifying the main strategies used, understanding in an exploratory way how they impacted the voters voting decision and the candidates popularity.
The 2018 Brazilian elections represented a milestone for the countrys political history and for political marketing that had to reinvent itself. There was a hegemony of traditional communication types, such as TV and radio. The candidate for the presidency of the republic, Jair Bolsonaro, showed a disadvantage in this aspect, with the right to only eight seconds of free electoral propaganda in these places. The campaign opted for strategies deployed in the online environment, mainly in digital media, such as Facebook, Twitter and Instagram. Such platforms became the field for the dissemination of content that mostly addressed topics such as complaints about the Workers' Party (PT), patriotism, fighting corruption, defending Christian values, conservatism and political hope. This investigation aims to understand the role of these social networks in the context of virtual communication in Bolsonaro's presidential campaign in 2018, in addition to identifying the main strategies used, understanding in an exploratory way how they impacted the voters voting decision and the candidates popularity.
Descrição
Dissertação para obtenção de grau de Mestre em Ciência Política.
Palavras-chave
Redes sociais; Marketing político; Bolsonaro; Brasil; Eleições presidenciais; Campanha eleitoral; Social media; Political marketing; Brazil; Presidential Elections; Electoral Campaing.