The 2018 presidential elections and digital political marketing: a study of the lives of Jair Bolsonaro and Fernando Haddad, in the light of the Discourse Theory of Ernesto Laclau and Chantal Mouffe

Autor: Ferreira, Leonardo Tajes
Přispěvatelé: Rodrigues, Léo Peixoto
Jazyk: portugalština
Rok vydání: 2021
Předmět:
Zdroj: Repositório Institucional da UFPEL
Universidade Federal de Pelotas (UFPEL)
instacron:UFPEL
Popis: Submitted by Simone Maisonave (simonemaisonave@hotmail.com) on 2021-07-05T13:53:45Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) DISSERTACAO_LEONARDO_TAJES_FERREIRA.pdf: 2115534 bytes, checksum: b2dcaf7de12d61c514013ae8c831e99b (MD5) Approved for entry into archive by Aline Batista (alinehb.ufpel@gmail.com) on 2021-07-08T13:59:36Z (GMT) No. of bitstreams: 2 DISSERTACAO_LEONARDO_TAJES_FERREIRA.pdf: 2115534 bytes, checksum: b2dcaf7de12d61c514013ae8c831e99b (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Made available in DSpace on 2021-07-08T15:05:02Z (GMT). No. of bitstreams: 2 DISSERTACAO_LEONARDO_TAJES_FERREIRA.pdf: 2115534 bytes, checksum: b2dcaf7de12d61c514013ae8c831e99b (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2021-06-18 Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq Esta dissertação visa, a partir do emprego da Teoria do Discurso, conceituada por Ernesto Laclau e Chantal Mouffe, realizar uma análise da construção da discursiva dos presidenciáveis Jair Messias Bolsonaro e Fernando Haddad. O impacto social das Tecnologias da Informação e Comunicação (TICs), além de outros fatores ligados à legislação eleitoral do Brasil, foram fatores determinantes para que se originasse uma nova forma de se estruturar o marketing político digital, calcado no uso de recursos audiovisuais e pela interação simultânea com a audiência. A partir de conceitos advindos da Sociologia Digital buscamos compreender esse fenômeno que abrange o aumento da influência das plataformas digitais sobre o eleitorado brasileiro. A dimensão empírica desta pesquisa está centrada na análise de quatro (4) transmissões ao vivo (as lives) dos candidatos Jair Bolsonaro e Fernando Haddad. Nossos objetos de análise foram veiculados na rede social Facebook durante o período eleitoral de 2018 (entre os meses de agosto e outubro daquele ano). Como metodologia de investigação adotou-se uma abordagem mista, a partir da integração entre a Análise de Conteúdo (AC) e a Análise do Discurso (AD). This dissertation aims, from the use of the Discourse Theory, conceptualized by Ernesto Laclau and Chantal Mouffe, to perform an analysis of the construction of the discursive rhetoric of the presidential candidates Jair Messias Bolsonaro and Fernando Haddad. The social impact of Information and Communication Technologies (ICTs), as well as other factors related to the electoral legislation in Brazil, were determining factors to give rise to a new way of structuring digital political marketing, based on the use of audiovisual resources and simultaneous interaction with the audience. Based on concepts derived from Digital Sociology, we seek to understand this phenomenon, which includes the increasing influence of digital platforms over the Brazilian electorate. The empirical dimension of this research is centered on the analysis of four (4) live broadcasts of candidates Jair Bolsonaro and Fernando Haddad. Our objects of analysis were broadcast on the social network Facebook during the 2018 election period (between the months of August and October of that year). As research methodology we adopted a mixed approach, from the integration between Content Analysis (CA) and Discourse Analysis (AD).
Databáze: OpenAIRE
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