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Publication
Marketing político: o impacto das redes sociais no voto da geração Z nas legislativas de 2024 em Portugal
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| 2.99 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Esta dissertação examina como as redes sociais impactaram o comportamento eleitoral da Geração Z nas eleições legislativas de 2024, em Portugal. O foco é perceber de que forma estas plataformas digitais influenciaram as escolhas políticas, a participação eleitoral e a formação de opiniões neste grupo, que cresceu rodeado por tecnologia e que agora forma uma parte considerável do eleitorado jovem. Para isso, foi utilizada uma abordagem mista, que combina a análise de dados quantitativos, recolhidos através de um inquérito com 201 participantes e com uma investigação qualitativa baseada em entrevistas, artigos de opinião e relatos dos media.
Os resultados mostram que a Geração Z, que representou 30,8% dos inquiridos, passa, em média, entre 3 a 4 horas por dia nas redes sociais, sendo o Instagram a plataforma preferida por 69,4% desses jovens. No entanto, observou-se que o seu comportamento em relação ao consumo de conteúdos políticos é maioritariamente passivo: 33,9% afirmam que "nunca" seguem ativamente partidos ou líderes políticos.
A análise revelou ainda uma correlação entre o nível de conhecimento político e a influência das redes sociais, o que sugere que a literacia política pode desempenhar um papel importante na moderação dessa influência. Como a Geração Z se autocaracteriza com baixo conhecimento político, há uma necessidade clara de reforçar a educação política, de modo a garantir que as decisões eleitorais são mais informadas.
A dissertação conclui que as redes sociais tiveram um impacto significativo na formação de opiniões e nas escolhas de voto da Geração Z perante as Legislativas de 2024, embora que essa influência pareça ser ampliada por apelos emocionais e por um consumo mais superficial de conteúdos políticos.
Para futuras campanhas eleitorais, seria aconselhável que se focassem mais na criação de conteúdos informativos que incentivem o pensamento crítico entre os jovens, estudos futuros poderão explorar o impacto das redes sociais em diferentes contextos eleitorais, para obter uma visão mais abrangente.
This dissertation examines how social media impacted the electoral behavior of Generation Z in the 2024 Legislative Elections in Portugal. The focus is on understanding how the digital platforms influenced political choices, electoral participation, and opinion formation in this group, which grew up surrounded by technology and now forms a significant part of the young electorate. To achieve this, a mixed-method approach was used, combining the analysis of quantitative data, collected through a survey with 201 participants, with qualitative research based on interviews, opinion articles, and media reports. The results show that Generation Z, which accounted for 30,8% of respondents, spends an average of 3 to 4 hours per day on social media, with Instagram being the preferred platform for 69.4% of these young people. However, it was observed that their behavior towards consuming political content is mostly passive: 33.9% state that they “never” actively follow political parties or leaders. The analysis also revealed a correlation between the level of political knowledge and the influence of social media, suggesting that political literacy may play an important role in moderating this influence. As Generation Z self-identifies with low political knowledge, there is a clear need to strengthen political education to ensure that electoral decisions are more informed. This dissertation concludes that social media had a significant impact on the formation of opinions and voting choices of Generation Z in the 2024 Legislative Elections, although this influence seems to be amplified by emotional appeals and a more superficial consumption of political content. For future electoral campaigns, it would be advisable to focus more on creating informative content that encourages critical thinking among young people. Future studies could explore the impact of social media in different electoral contexts to gain a broader understanding.
This dissertation examines how social media impacted the electoral behavior of Generation Z in the 2024 Legislative Elections in Portugal. The focus is on understanding how the digital platforms influenced political choices, electoral participation, and opinion formation in this group, which grew up surrounded by technology and now forms a significant part of the young electorate. To achieve this, a mixed-method approach was used, combining the analysis of quantitative data, collected through a survey with 201 participants, with qualitative research based on interviews, opinion articles, and media reports. The results show that Generation Z, which accounted for 30,8% of respondents, spends an average of 3 to 4 hours per day on social media, with Instagram being the preferred platform for 69.4% of these young people. However, it was observed that their behavior towards consuming political content is mostly passive: 33.9% state that they “never” actively follow political parties or leaders. The analysis also revealed a correlation between the level of political knowledge and the influence of social media, suggesting that political literacy may play an important role in moderating this influence. As Generation Z self-identifies with low political knowledge, there is a clear need to strengthen political education to ensure that electoral decisions are more informed. This dissertation concludes that social media had a significant impact on the formation of opinions and voting choices of Generation Z in the 2024 Legislative Elections, although this influence seems to be amplified by emotional appeals and a more superficial consumption of political content. For future electoral campaigns, it would be advisable to focus more on creating informative content that encourages critical thinking among young people. Future studies could explore the impact of social media in different electoral contexts to gain a broader understanding.
Description
Keywords
Marketing Político Geração Z Redes Sociais Campanhas Eleitorais Political Marketing Generation Z Social Media Election Campaings