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Comunicação persuasiva de órgãos de soberania em zonas de conflito : estudo de caso Afeganistão
Orientador(es)
Resumo(s)
Esta dissertação pretende efetuar um estu
do exploratório para avaliar a eficácia das
comunicações persuasivas efetuadas pelo Governo Afegão através da verificação da
relação causal das comunicações persuasivas com a alteração do comportamento das
audiências alvo expostas aos estímulos emitidos.
N
a análise das campanhas de comunicação será aplicado um modelo de gestão de
campanhas de marketing social que suporte a elaboração e avaliação das de
comunicações persuasivas dos órgãos de soberania no Afeganistão em apoio os objetivos
definidos pela
Afgha
nistan National Development Strategy
e dos seus opositores, que
conduzem ações subversivas de insurgência contra o atual governo afegão.
O autor utilizou os dados primários que foram recolhidos utilizando fontes e técnicas
distintas de 2011 a 2014 no Afega
nistão em conjunto com vários dados secundários
provenientes de estudos estatísticos e relatórios públicos. Tendo os dados primários sido
indexados numa base de dado relacional construída pelo autor para suportar o
planeamento e avaliação das campanhas de
comunicação persuasivas no Afeganistão.
A eliminação do vazio de poder consequente do aumento do alcance e eficácia dos
órgãos executivos do governo Afegão permitiram a red
ução da ressonância das
narrativas dos grupos insurgentes e contribuíram para a segregação dos militantes
violentos de entre a população afegã.
O risco da deterioração do conflito advém da redução do investimento internacional e
consequente insustentabilid
ade do sistema socioeconómico promovido pelo governo. As
melhorias que granjearam o aumento do apoio popular ao governo da Republica Islâmica
do Afeganistão são insustentáveis sem o apoio internacional continuado
This dissertation intends to perform an exploratory study to evaluate the effectiveness of the persuasive communications implemented by the Afghan government through the verification of the causal relation between the persuasive communications and the behavioural change of the target audiences exposed to the emitted stimuli. The analysis of the communication campaigns will apply a Marketing Social management model to enabl e the elaboration and evaluation of the persuasive communication campaigns performed by the Afghanistan government entities in support of the objectives defined by the Afghanistan National Development Strategy and of the opposing groups that conduct subver sive actions to support the insurgency against the present Afghan government. The author used primary data that he collected using several distinct sources and technics from 2011 to 2014 in Afghanistan in conjunction with several secondary data sets origin ated from public surveys and public reports. The primary data collected was indexed in a relational database built by the author to support the planning and evaluation of the persuasive communication campaigns in Afghanistan. The reduction of the power emptiness achieved with the increase of the Afghan government effectiveness and outreach imposed that the insurgent narratives are resonating with less effectiveness Afghan audiences and thus contributing to the segregation of the violent militants from the Afghan population. The main risk that will contribute to the conflict deterioration comes from the reduction of the international funds that will cause the government to lose the capacity to sustainably promote socioeconomic improvements that are responsible for the popular support from the various Afghan communities.
This dissertation intends to perform an exploratory study to evaluate the effectiveness of the persuasive communications implemented by the Afghan government through the verification of the causal relation between the persuasive communications and the behavioural change of the target audiences exposed to the emitted stimuli. The analysis of the communication campaigns will apply a Marketing Social management model to enabl e the elaboration and evaluation of the persuasive communication campaigns performed by the Afghanistan government entities in support of the objectives defined by the Afghanistan National Development Strategy and of the opposing groups that conduct subver sive actions to support the insurgency against the present Afghan government. The author used primary data that he collected using several distinct sources and technics from 2011 to 2014 in Afghanistan in conjunction with several secondary data sets origin ated from public surveys and public reports. The primary data collected was indexed in a relational database built by the author to support the planning and evaluation of the persuasive communication campaigns in Afghanistan. The reduction of the power emptiness achieved with the increase of the Afghan government effectiveness and outreach imposed that the insurgent narratives are resonating with less effectiveness Afghan audiences and thus contributing to the segregation of the violent militants from the Afghan population. The main risk that will contribute to the conflict deterioration comes from the reduction of the international funds that will cause the government to lose the capacity to sustainably promote socioeconomic improvements that are responsible for the popular support from the various Afghan communities.
Descrição
Dissertação de Mestrado em Relações Internacionais
Palavras-chave
Afeganistão Subversão Contra-insurgência Propaganda Operações psicológicas Comunicações persuasivas
Contexto Educativo
Citação
Editora
Instituto Superior de Ciências Sociais e Políticas