Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-06-29T14:13:40Z No. of bitstreams: 1 DIS_RODOLFO_SOARES_MANFREDINI_COMPLETO.pdf: 1405675 bytes, checksum: 470c2d4652d769a43dc22d8f2be4e254 (MD5) / Made available in DSpace on 2017-06-29T14:13:40Z (GMT). No. of bitstreams: 1 DIS_RODOLFO_SOARES_MANFREDINI_COMPLETO.pdf: 1405675 bytes, checksum: 470c2d4652d769a43dc22d8f2be4e254 (MD5) Previous issue date: 2017-03-13 / The present work presents an analysis of the perceived changes in the political area, due to the advent of new technologies. The electoral campaign of Jos? Ivo Sartori for the government of Rio Grande do Sul in 2014 was chosen for the study, as he successfully exploited the use of the Internet and its technological developments. Thus, a little known candidate of the majority of the population, managed to win the elections becoming governor of the state. Three points will be analyzed, since innovative strategies have been considered: the hashtag: # Sartor?oDaMassa; Sartori's request to voters, made during Free Election Time (FET), to record videos with open arms, simulating a hug the size of Rio Grande; and the testimony of Sartori's mother, also broadcast on FET. / O presente trabalho apresenta uma an?lise das mudan?as percebidas, na ?rea pol?tica, decorrentes do advento das novas tecnologias. A campanha eleitoral de Jos? Ivo Sartori para o governo do Rio Grande do Sul em 2014 foi escolhida para o estudo, pois soube explorar com sucesso o uso da internet e suas evolu??es tecnol?gicas. Assim, um candidato pouco conhecido da maioria da popula??o, conseguiu ganhar as elei??es tornando-se governador do estado. Tr?s pontos ser?o analisados, por terem sido consideradas estrat?gias inovadoras: a hashtag: # Sartor?oDaMassa; o pedido de Sartori aos eleitores, feito durante o Hor?rio Eleitoral Gratuito (HEG), para que gravassem v?deos com bra?os abertos, simulando um abra?o do tamanho do Rio Grande; e o depoimento da m?e de Sartori, tamb?m transmitido no HEG.