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As campanhas eleitorais no século XX um olhar sobre os desafios para combater a apatia e a desconfiança do eleitor
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Resumo(s)
As campanhas eleitorais e a gestão da política passam por profundas transformações
nestas duas primeiras décadas do século 21, decorrentes de dois fenômenos: a
desconfiança e apatia do eleitor, que gera uma crise de confiança na democracia
como instituto fundamental para a sociedade contemporânea e pós-moderna; e os
novos conceitos que devem ser adotados no marketing político para restituir a
credibilidade das pessoas no processo político. Esta tese de doutoramento se apoiou
em estudos avançados de marketing, principalmente sobre o marketing relacional, o
marketing holístico e o marketing permanente, para desenvolver um novo modelo de
marketing político que adapta toda a atividade política (e não só as novas campanhas
eleitorais) à nova dinâmica de relacionamento e comunicação da sociedade
tecnológica, destacando-se principalmente o estágio que surge a partir da
constituição das redes sociais na Internet. Para tanto, aplicamos três instrumentos de
investigação junto a políticos e consultores políticos brasileiros e realizamos um
estudo de caso nas eleições de 2016, propiciando assim a confirmação (ou não) dos
objetivos e hipóteses necessários para o modelo de marketing político que a presente
tese de doutoramento define como necessário para “religar” a atividade política à
sociedade atual..
Electoral campaigns and policy management are undergoing profound changes in the first two decades of the 21st century, due to two phenomena: distrust and apathy among voters, which creates a crisis of confidence in democracy as a fundamental institute for contemporary and post-modern society; and the new concepts that should be adopted in political marketing to restore the people’s credibility in the political process. This doctoral thesis has been based on advanced marketing studies, especially on relationship marketing, holistic marketing and permanent marketing, in order to develop a new political marketing model that adapts all political activity (and not just new electoral campaigns) to the new relational dynamics and communication of the technological society, emphasizing in particular the internship that results from the constitution of the social networks in the Internet. To this end, we applied three research instruments to Brazilian politicians and policy consultants and conducted a case study in the 2016 elections, thus providing confirmation (or not) of the objectives and assumptions needed for the political marketing model that this doctoral thesis defines as necessary to "link"the political activity with the present society
Electoral campaigns and policy management are undergoing profound changes in the first two decades of the 21st century, due to two phenomena: distrust and apathy among voters, which creates a crisis of confidence in democracy as a fundamental institute for contemporary and post-modern society; and the new concepts that should be adopted in political marketing to restore the people’s credibility in the political process. This doctoral thesis has been based on advanced marketing studies, especially on relationship marketing, holistic marketing and permanent marketing, in order to develop a new political marketing model that adapts all political activity (and not just new electoral campaigns) to the new relational dynamics and communication of the technological society, emphasizing in particular the internship that results from the constitution of the social networks in the Internet. To this end, we applied three research instruments to Brazilian politicians and policy consultants and conducted a case study in the 2016 elections, thus providing confirmation (or not) of the objectives and assumptions needed for the political marketing model that this doctoral thesis defines as necessary to "link"the political activity with the present society
Descrição
Tese de Doutoramento em Ciência Política
Palavras-chave
Marketing Marketing político Marketing relacional Marketing holístico Marketing permanente Comunicação política Democracia Redes sociais Eleições Campanhas eleitorais Marketing Marketing politique Marketing relationnel Marketing holistique Marketing permanent Communication politique Démocratie Réseaux sociaux Élections Campagnes électorales
Contexto Educativo
Citação
Editora
Instituto Superior de Ciências Sociais e Políticas