Campanha eleitoral nas redes sociais: estratégias empregadas pelos candidatos à Presidência em 2014 no Facebook
This article analyzes the strategies employed by the three leading candidates in the 2014 presidential elections - Dilma Rousseff, Marina Silva and Aécio Neves - on social media. The paper uses Facebook as analytical base. The analysis addresses the models proposed by Figueiredo et al. (1998) and Al...
| Main Authors: | , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Brazilian Association of Political Communication Scholars
2015-10-01
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| Series: | Revista Compolítica |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.21878/compolitica.2015.5.2.191 |
| _version_ | 1811225091554410496 |
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| author | Michele Goulart Massuchin Camilla Quesada Tavares |
| author_facet | Michele Goulart Massuchin Camilla Quesada Tavares |
| author_sort | Michele Goulart Massuchin |
| collection | DOAJ |
| description | This article analyzes the strategies employed by the three leading candidates in the 2014 presidential elections - Dilma Rousseff, Marina Silva and Aécio Neves - on social media. The paper uses Facebook as analytical base. The analysis addresses the models proposed by Figueiredo et al. (1998) and Albuquerque (1999) to observe traditional strategies and suggest other strategies that are common on the Internet (Williams and Gulati, 2013; Bor, 2013; Jensen and Dyrby, 2013). Quantitative content analysis is the methodology used to analyze the 90 days that make up the first round of the election campaign in Brazil. A sample of 803 posts is evaluated. The results indicate that the mobilization strategy (online and offline), merged with the candidates’ agenda, is predominant on Facebook. |
| first_indexed | 2024-04-12T08:59:47Z |
| format | Article |
| id | doaj.art-cc96bf5437324d70ac91480671d94ca2 |
| institution | Directory Open Access Journal |
| issn | 2236-4781 2236-4781 |
| language | Portuguese |
| last_indexed | 2024-04-12T08:59:47Z |
| publishDate | 2015-10-01 |
| publisher | Brazilian Association of Political Communication Scholars |
| record_format | Article |
| series | Revista Compolítica |
| spelling | doaj.art-cc96bf5437324d70ac91480671d94ca22022-12-22T03:39:16ZporBrazilian Association of Political Communication ScholarsRevista Compolítica2236-47812236-47812015-10-01527511210.21878/compolitica.2015.5.2.191Campanha eleitoral nas redes sociais: estratégias empregadas pelos candidatos à Presidência em 2014 no FacebookMichele Goulart Massuchin0Camilla Quesada Tavares1Federal University of MaranhãoState University of Ponta GrossaThis article analyzes the strategies employed by the three leading candidates in the 2014 presidential elections - Dilma Rousseff, Marina Silva and Aécio Neves - on social media. The paper uses Facebook as analytical base. The analysis addresses the models proposed by Figueiredo et al. (1998) and Albuquerque (1999) to observe traditional strategies and suggest other strategies that are common on the Internet (Williams and Gulati, 2013; Bor, 2013; Jensen and Dyrby, 2013). Quantitative content analysis is the methodology used to analyze the 90 days that make up the first round of the election campaign in Brazil. A sample of 803 posts is evaluated. The results indicate that the mobilization strategy (online and offline), merged with the candidates’ agenda, is predominant on Facebook.http://dx.doi.org/10.21878/compolitica.2015.5.2.191FacebookElectoral campaignsocial mediacontent analysis |
| spellingShingle | Michele Goulart Massuchin Camilla Quesada Tavares Campanha eleitoral nas redes sociais: estratégias empregadas pelos candidatos à Presidência em 2014 no Facebook Revista Compolítica Electoral campaign social media content analysis |
| title | Campanha eleitoral nas redes sociais: estratégias empregadas pelos candidatos à Presidência em 2014 no Facebook |
| title_full | Campanha eleitoral nas redes sociais: estratégias empregadas pelos candidatos à Presidência em 2014 no Facebook |
| title_fullStr | Campanha eleitoral nas redes sociais: estratégias empregadas pelos candidatos à Presidência em 2014 no Facebook |
| title_full_unstemmed | Campanha eleitoral nas redes sociais: estratégias empregadas pelos candidatos à Presidência em 2014 no Facebook |
| title_short | Campanha eleitoral nas redes sociais: estratégias empregadas pelos candidatos à Presidência em 2014 no Facebook |
| title_sort | campanha eleitoral nas redes sociais estrategias empregadas pelos candidatos a presidencia em 2014 no facebook |
| topic | Facebook Electoral campaign social media content analysis |
| url | http://dx.doi.org/10.21878/compolitica.2015.5.2.191 |
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