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Publication
Facebook no Marketing Político: estudos eleições legislativas 2022
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| 1.92 MB | Adobe PDF |
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Abstract(s)
Com o crescimento das redes sociais, a forma como as pessoas participam na política alterou-se consideravelmente, sendo que atualmente estas constituem uma importante ferramenta no âmbito do marketing político, permitindo os partidos políticos divulgarem as suas ideias, os seus programas eleitorais e fazerem campanha. O Facebook, sendo a rede social com mais utilizadores em todo o mundo, facilita, deste modo, a comunicação política. Neste sentido, procurou-se perceber se efetivamente os eleitores, recorrem ao Facebook para procurar informações sobre os partidos políticos em campanha, constituindo, deste modo, um meio influenciador da decisão de voto. Deste modo, e tendo em conta as últimas Legislativas realizadas em Portugal, no ano de 2022, desenvolveu-se uma investigação baseada no paradigma metodológico quantitativo onde se aplicou questionários para a obtenção de dados. Responderam à amostra 301 indivíduos, com idades entre os 18 e mais de 65 anos. Os resultados demonstram que a maior parte dos indivíduos votou nas Legislativas de 2022, não se tendo, no entanto, envolvido em atividades cívicas e políticas nos 4 anos anteriores. A maior parte dos inquiridos possui conta no Facebook, sendo que dentro do grupo de inquiridos que procurou informações nas redes sociais sobre as Legislativas em causa, o Facebook foi a rede social preferida para efeitos de pesquisa. No entanto, quando questionados se o conteúdo pesquisado influenciou a sua decisão de voto, a maioria refere que tal não aconteceu, dando-se mais importância a outros meios de comunicação, nomeadamente a televisão.
With the growth of social media, the way people participate in politics has changed considerably, and social networks are currently an important tool for political marketing as it enables political parties to disseminate their ideas, their electoral programmes and to campaign. Facebook, as the social network with the most users worldwide, facilitates political communication. But the question that arises here is whether voters use Facebook to search for information on political parties campaigning, thus constituting a means of influencing the voting decision. Thus, and considering the last legislative elections held in Portugal, in the year 2022, a research based on the quantitative methodological paradigm was developed where questionnaires were applied to obtain data. The sample consisted of 301 individuals aged between 18 and over 65 years old. The results show that most of the individuals voted in the 2022 Legislative, having not, however, been involved in civic and political activities in the previous 4 years. Most of the respondents have a Facebook account, and most of them searched for information on social networks about the Legislative elections, with Facebook being the preferred social network for that purpose. However, when questioned whether the content searched influenced their voting decision, the majority stated that this did not happen, giving more importance to other media, such as television.
With the growth of social media, the way people participate in politics has changed considerably, and social networks are currently an important tool for political marketing as it enables political parties to disseminate their ideas, their electoral programmes and to campaign. Facebook, as the social network with the most users worldwide, facilitates political communication. But the question that arises here is whether voters use Facebook to search for information on political parties campaigning, thus constituting a means of influencing the voting decision. Thus, and considering the last legislative elections held in Portugal, in the year 2022, a research based on the quantitative methodological paradigm was developed where questionnaires were applied to obtain data. The sample consisted of 301 individuals aged between 18 and over 65 years old. The results show that most of the individuals voted in the 2022 Legislative, having not, however, been involved in civic and political activities in the previous 4 years. Most of the respondents have a Facebook account, and most of them searched for information on social networks about the Legislative elections, with Facebook being the preferred social network for that purpose. However, when questioned whether the content searched influenced their voting decision, the majority stated that this did not happen, giving more importance to other media, such as television.
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Keywords
Marketing político Comunicação Redes Sociais Facebook Eleições