O impacto das redes sociais nas campanhas eleitorais: a construção da persuasão para a Internet na visão dos estrategistas políticos

Abstract

This research intends to analyze in which scale the production process of specific strategies were taken in the digital environment in the Brazilian electoral campaigns. In order to search for these answers, this works proposes to study the transformations in Political Communication strategies, impacted by the rising of online Communication. So, to try to reveal the imbrications among professionals involved in political campaigns and in which measure it provokes a changing process in political campaigns, it was decided to make in-depth interviews not only with campaign s general-coordinator ( marqueteiros ), but also with people involved in producing Digital content for them. The key point is to understand how it was diagnosed by contemporary marqueteiros the Internet movement in election campaigns. Within this perspective, the research was focused in searching for convergence in the discourse, habits and ways used for apprehension of digital apps techniques not to mention the differences, the unique initiatives, the progresses, mistakes and right moves in the digital environment found in electoral campaigns. The results reassure the thesis of an increasingly more important role of Internet in Brazilian elections, though the development of digital practices is unequal, with many variables being placed, from resistance by politicians and marqueteiros to infrastructure problems and voters attitude erroneous presumptions. Even knowing that the study do not analyze the reception of messages sent from varied digitals tools, it is believed that it can help to grub a field still not too much explored in Brazilian Political Communication, which is the analysis of electoral campaign strategies from the particular point of view of their own authors, the marqueteiros. Finally, because of legislation changes in the electoral process, and the reduction of airtime in FEBA (Free Electoral Broadcast Airtime), opportunities as challenges are presented to future elections in Brazil