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O Marketing Político: os traços do discurso que levam à escolha eleitoral
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Abstract(s)
O presente estudo tem como objetivo compreender quais os principais traços existentes no discurso político que levam à escolha eleitoral. Sendo o marketing político um dos métodos utilizados para procurar atingir maior votação eleitoral, é necessário compreender como poderão os políticos definir os traços nos seus discursos e assim atingir um maior número de votos, levando-os à vitória.
Esta investigação compreendeu primeiramente o marketing político, assim como a confiança política, o discurso político, a marca política e, posteriormente, utilizou um método qualitativo para analisar o discurso dos três candidatos políticos com maior número de votos nas eleições Presidenciais de 2021. Os resultados obtidos indicaram que o candidato eleito utilizou traços no seu discurso político abordando as eleições e problemas noutros países, procurando aumentar a confiança dos eleitores em si e na sua capacidade de presidir o país. Os candidatos que ficaram em segundo e terceiro lugar nas eleições analisadas, utilizaram como traço comum a procura de utilização da marca política. De forma individual foi possível verificar que a candidata que ocupou o segundo lugar nas eleições Presidenciais de 2021 utilizou traços de crítica ao candidato que presidia o cargo de Presidente da República no momento das eleições, procurando pôr em causa o seu favoritismo, assim como traços de clareza na transmissão das suas opiniões. O candidato que ocupou o terceiro lugar utilizou para além da marca política do partido que o mesmo representava, traços de melhoria da imagem do seu partido, defesa e promoção do mesmo e por fim traços de populismo.
The purpose of this study is to understand the traits of the political speech which might impact the electoral decision making process. Being political marketing one of the methods used to maximize the electoral result, it is necessary to understand how politicians could tailor-made their public speaking traits in order to maximize the final result. The study’s main goal comprises the political marketing as well as the political trust, public speaking and political brand using a qualitative method in order to analyze the speeches of three candidates with the highest results in the 2021 Presidential elections. The results indicate that the elected candidate used public speaking traits which approached the elections and problems in other countries while looking to expand the confidence towards the electorate and its capacity to run the country. The number two and three used a common trait which comprised the search for the political brand. On an individual level, it was possible to verify that the number two criticized the President during the elections with the goal to damage the electorate positive opinion on him. The candidate number three decided to use his political party brand emphasizing its brand improvement as well as some key populist traits.
The purpose of this study is to understand the traits of the political speech which might impact the electoral decision making process. Being political marketing one of the methods used to maximize the electoral result, it is necessary to understand how politicians could tailor-made their public speaking traits in order to maximize the final result. The study’s main goal comprises the political marketing as well as the political trust, public speaking and political brand using a qualitative method in order to analyze the speeches of three candidates with the highest results in the 2021 Presidential elections. The results indicate that the elected candidate used public speaking traits which approached the elections and problems in other countries while looking to expand the confidence towards the electorate and its capacity to run the country. The number two and three used a common trait which comprised the search for the political brand. On an individual level, it was possible to verify that the number two criticized the President during the elections with the goal to damage the electorate positive opinion on him. The candidate number three decided to use his political party brand emphasizing its brand improvement as well as some key populist traits.
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Keywords
Confiança Política Discurso Político Marca Política Marketing Político Leximancer