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Uma análise netnográfica à comunicação do partido Chega durante as eleições presidenciais de 2021
| Name: | Description: | Size: | Format: | |
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| 1.08 MB | Adobe PDF |
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Abstract(s)
Com o ascender das redes sociais surgiu uma oportunidade para os partidos de
poderem ter um contacto mais próximo e assíduo com os seus eleitores e potenciais
eleitores, ou por outras palavras, ocorreu o surgimento do Marketing Político. Os
utilizadores sentem-se mais “à vontade” para partilhar as suas opiniões, muitas das
vezes “polémicas” ou ideologicamente mais “radicais”. Em Portugal, após as eleições
legislativas de 2019, três novos partidos emergiram: o Iniciativa Liberal, o Livre e o
Chega. Atualmente o Partido Chega e o seu líder André Ventura estão no centro do
debate político português. O principal objetivo deste projeto é analisar a comunicação
utilizada pelo partido Chega e pelo seu líder, André Ventura, no Facebook, de modo a
identificar características que possam estar associadas ao seu sucesso perante os seus
seguidores. Além disso, ocorre uma análise ao tipo e tom das mensagens de
comunicação nas publicações de ambas as páginas, identificam-se quais são as que
causam mais engagement (envolvimento) por parte dos seguidores das redes sociais do
partido e verificam-se as semelhanças e diferenças entre a comunicação e as
publicações de ambas as páginas. A análise e recolha de dados teve como base as
publicações que ocorreram em volta das Eleições Presidenciais de 2021. Após a análise
pôde-se verificar que existem diferenças entre a comunicação da página oficial do
partido e a do líder; que maioritariamente são utilizados tons de mensagem pessimistas
e “negativos”, como críticas ao sistema, ataques a candidatos eleitorais ou
posicionamento como a opção a ser escolhida para mudar o rumo da nação, sendo este
tipo de publicações as que atraem mais engagement, como também solidificam a sua
relação com o seu eleitorado.
With the rise of social media came an opportunity for political parties to have closer contact with their voters and potential voters, or in other words, Political Marketing became a crucial tool for politicians and political parties. Users, nowadays, feel more comfortable sharing their opinions, often controversial or even ideologically more radical. After the 2019 legislative elections in Portugal, three new parties got representative seats in the Parliament: the Iniciativa Liberal party, Livre party, and Chega party. The Chega party and its leader, André Ventura, are currently at the center of the Portuguese political debate. The main goal of this dissertation is to analyze the communication used by the Chega party and its leader, André Ventura, on Facebook and to identify characteristics that may be associated with their success among their follower base. An analysis was made of the types and tones of messages, as well as which ones generate the most engagement. The similarities between both Facebook pages were also assessed. The data used for this analysis was the content of all the posts made around the 2021 Presidential Election in Portugal. The main conclusions of this analysis were that there are differences between the communication of both pages, although they complement each other, providing a broader and more personalized connection with their followers. Also, most of the messages shared through posts have pessimistic content, such as criticism of the current political system, attacks on electoral adversaries, or referencing themselves as the solution for the country’s problems. Those publications were the ones that attracted the most engagement and interactions, solidifying the relationship with their electorate.
With the rise of social media came an opportunity for political parties to have closer contact with their voters and potential voters, or in other words, Political Marketing became a crucial tool for politicians and political parties. Users, nowadays, feel more comfortable sharing their opinions, often controversial or even ideologically more radical. After the 2019 legislative elections in Portugal, three new parties got representative seats in the Parliament: the Iniciativa Liberal party, Livre party, and Chega party. The Chega party and its leader, André Ventura, are currently at the center of the Portuguese political debate. The main goal of this dissertation is to analyze the communication used by the Chega party and its leader, André Ventura, on Facebook and to identify characteristics that may be associated with their success among their follower base. An analysis was made of the types and tones of messages, as well as which ones generate the most engagement. The similarities between both Facebook pages were also assessed. The data used for this analysis was the content of all the posts made around the 2021 Presidential Election in Portugal. The main conclusions of this analysis were that there are differences between the communication of both pages, although they complement each other, providing a broader and more personalized connection with their followers. Also, most of the messages shared through posts have pessimistic content, such as criticism of the current political system, attacks on electoral adversaries, or referencing themselves as the solution for the country’s problems. Those publications were the ones that attracted the most engagement and interactions, solidifying the relationship with their electorate.
Description
Keywords
Marketing Político Redes Sociais Populismo Internet Facebook