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Publication
Design, publicidade e semiótica na comunicação política: A influência eleitoral na geração Z
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 7.49 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A presente investigação analisa a influência de estratégias
semióticas aplicadas ao design e à publicidade na
comunicação política portuguesa, e a sua relação com a
participação eleitoral da geração Z. Considerando que a
geração Z se mostra mais ativista online, especialmente nas
redes sociais Instagram e TikTok (Pichler et al., 2021;
Statista, 2023), e que assim, através da comunicação
política nas redes sociais, os partidos podem influenciar o
voto da geração Z em Portugal. Foi realizado um
enquadramento teórico que abordou as estratégias
semióticas com base na obra de Santaella e Nöth (2010), as
aplicabilidades do marketing, da publicidade e do design na
comunicação política, bem como as características e
comportamentos da geração Z face seu ao envolvimento
com a política. A determinação dos resultados foi alcançada
através de um processo metodológico que incluiu a
produção de peças publicitárias com recurso à inteligência
artificial; a realização de um focus group com jovens da
geração Z; a aplicação de princípios semióticos na análise
dos dados; um estudo comparativo dos programas
partidários; a criação e aplicação do “questionário de
avaliação semiótica” e a análise da dinâmica entre
comunicação política e a participação eleitoral da geração Z
com base nos eixos semióticos da sugestão, sedução e
persuasão. Conclui-se que, a comunicação política nas
redes sociais Instagram e TikTok, assume um papel
estratégico na mobilização e influência eleitoral da geração
Z em Portugal.
The present research analyses the influence of semiotic strategies applied to design and advertising in Portuguese political communication, and their relationship with Generation Z’s electoral participation. Considering that Generation Z is more activist online, particularly on Instagram and TikTok (Pichler et al., 2021; Statista, 2023) it is argued that political communication through these networks can influence the voting behaviour of this generation in Portugal. A theoretical framework was developed addressing semiotic strategies based on the work of Santaella and Nöth (2010), the applicability of marketing, design and advertising in political communication, as well as the characteristics and political engagement patterns of Generation Z. The determination of the results was achieved through a methodological process that included: the production of political advertising pieces using artificial intelligence; a focus group with members of Generation Z; the application of semiotic principles to data analysis; a comparative study of political party programmes; the creation and implementation of a “semiotic evaluation questionnaire”; and an analysis of the relationship between political communication and electoral participation, based on the semiotic dimensions of suggestion, seduction and persuasion. The study concludes that political communication on social media, particularly Instagram and TikTok, plays a strategic role in mobilising and influencing the electoral behaviour of Generation Z in Portugal.
The present research analyses the influence of semiotic strategies applied to design and advertising in Portuguese political communication, and their relationship with Generation Z’s electoral participation. Considering that Generation Z is more activist online, particularly on Instagram and TikTok (Pichler et al., 2021; Statista, 2023) it is argued that political communication through these networks can influence the voting behaviour of this generation in Portugal. A theoretical framework was developed addressing semiotic strategies based on the work of Santaella and Nöth (2010), the applicability of marketing, design and advertising in political communication, as well as the characteristics and political engagement patterns of Generation Z. The determination of the results was achieved through a methodological process that included: the production of political advertising pieces using artificial intelligence; a focus group with members of Generation Z; the application of semiotic principles to data analysis; a comparative study of political party programmes; the creation and implementation of a “semiotic evaluation questionnaire”; and an analysis of the relationship between political communication and electoral participation, based on the semiotic dimensions of suggestion, seduction and persuasion. The study concludes that political communication on social media, particularly Instagram and TikTok, plays a strategic role in mobilising and influencing the electoral behaviour of Generation Z in Portugal.
Description
Keywords
Design Publicidade Semiótica Política Geração Z