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Publication
Fatores relevantes para o sucesso das estratégias de Marketing Político: caso do Poder Local em Portugal
| Name: | Description: | Size: | Format: | |
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| 2.07 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A utilização dos conceitos e técnicas do marketing por organizações e líderes políticos, através de uma estratégia de promoção de relações de longo prazo, pode contribuir para reforço da democracia, e melhorar o envolvimento dos cidadãos.
O Marketing político tem sido discutido e aplicado, de diversas formas, ao longo dos tempos, e embora ainda continue um pouco ligado a sentimentos negativos, como pouco benéfico e contributivo para os mecanismos de uma democracia participativa, esta disciplina deve incluir o marketing; e com lições da ciência política, e outras, criar novas direções, e diferentes perceções, para a construção de uma rede de cidadãos envolvidos, participativos e informados.
O objetivo geral desta pesquisa é alcançar as combinações de alguns conceitos de marketing aplicados à política que favorecem a participação dos cidadãos, através do voto, nas eleições autárquicas (locais) de Portugal, através do método de investigação da Análise Comparativa Qualitativa (QCA).
Com a aplicação desta pesquisa foi possível atingir os objetivos propostos e o que se concluiu é que no contexto dos casos complexos estudados, de alguns recandidatos autárquicos portugueses, pode-se identificar a presença de cinco condições causais, que se combinam entre si, através de sua ausência ou presença, que contribuem para a participação dos cidadãos e assim no envolvimento dos cidadãos e reforço da democracia.
Este estudo lança a visão do papel do marketing político como uma disciplina emergente que precisa ser legitimada e estudada e realça a ação do marketing e a sua ampliação à política, a contrariar a lógica predominante da imagem e da angariação do voto imediato, e favorecendo a estratégia da combinação de um conjunto de condições que permitem elevar a relação duradoura e o conteúdo.
The use of marketing concepts and techniques by political organisations and leaders, through a strategy of promoting long-term relationships, can contribute to strengthening democracy, and improve citizens' involvement. Political marketing has been discussed and applied, in various ways, throughout time, and although it still continues to be associated with negative feelings, as little beneficial, and contributory to the mechanisms of a participatory democracy, this discipline should include marketing and with lessons from political science, and others, create new directions and different perceptions through a network of involved, participatory and informed citizens. The general objective of this research is to reach the combinations of some marketing concepts applied to politics that favour citizens' participation, through voting, in the municipal (local) elections of Portugal, through the research method of Qualitative Comparative Analysis (QCA). With the application of this research it was possible to achieve the proposed objectives and what was concluded is that in the context of the complex cases studied, of some Portuguese municipal recandidates, the presence of five causal conditions can be identified, which combine with each other, through their absence or presence, that contribute to the participation of citizens and thus in the involvement of citizens and strengthening of democracy. This study launches the vision of the role of political marketing as an emerging discipline that needs to be legitimized and studied and highlights the action of marketing and its extension to politics, to counter the predominant logic of image and immediate vote garnering, and favouring the strategy of the combination of a set of conditions that allow raising the lasting relationship and content.
The use of marketing concepts and techniques by political organisations and leaders, through a strategy of promoting long-term relationships, can contribute to strengthening democracy, and improve citizens' involvement. Political marketing has been discussed and applied, in various ways, throughout time, and although it still continues to be associated with negative feelings, as little beneficial, and contributory to the mechanisms of a participatory democracy, this discipline should include marketing and with lessons from political science, and others, create new directions and different perceptions through a network of involved, participatory and informed citizens. The general objective of this research is to reach the combinations of some marketing concepts applied to politics that favour citizens' participation, through voting, in the municipal (local) elections of Portugal, through the research method of Qualitative Comparative Analysis (QCA). With the application of this research it was possible to achieve the proposed objectives and what was concluded is that in the context of the complex cases studied, of some Portuguese municipal recandidates, the presence of five causal conditions can be identified, which combine with each other, through their absence or presence, that contribute to the participation of citizens and thus in the involvement of citizens and strengthening of democracy. This study launches the vision of the role of political marketing as an emerging discipline that needs to be legitimized and studied and highlights the action of marketing and its extension to politics, to counter the predominant logic of image and immediate vote garnering, and favouring the strategy of the combination of a set of conditions that allow raising the lasting relationship and content.
Description
Keywords
Marketing Político Orientação de Marketing Democracia Eleições Consistência Estratégia Comunicação Política