Made available in DSpace on 2014-06-11T19:24:04Z (GMT). No. of bitstreams: 0 Previous issue date: 2011-10-28Bitstream added on 2014-06-13T20:11:52Z : No. of bitstreams: 1 alvares_rl_me_bauru.pdf: 904459 bytes, checksum: dc110abee190a16c261d17b66eee60a2 (MD5) / Universidade Estadual Paulista (UNESP) / Em 2006, durante as eleições para o Congresso americano, o YouTube e outras redes sociais registraram os primeiros sinais de ciberativismo político organizado por políticos e eleitores no âmbito da Internet. Em 2008, esse movimento se intensificou com a experiência de Barack Obama e a política passou a integrar amplamente a esfera das novas mídias digitais, com o aumento da interatividade nos processos de comunicação política via Web. Nesse contexto, o presente trabalho investiga, de um lado, como a sociedade americana utilizou o Youtube durante as eleições de 2008, e de outro, como se estruturou a chamada campanha on-line do então candidato Obama. Por meio da análise do discurso de campanha de Obama e de cinco vídeos postados por eleitores no Youtube durante o período eleitoral, este estudo busca explicações para o fenômeno que ficou conhecido como a primeira campanha em rede de toda história. As postulações de Manuel Castells sobre a sociedade em rede, os estudos ciberculturais e a semiótica discursiva foram adotados como referenciais teórico-metodológicos para a investigação dos sentidos produzidos nos processos que constituem o corpus desta pesquisa / In 2006, during the american electrons for Congress, Youtube and other social networks reported the first signs of orgaqnized political cyberactivism toward the Internet. In 2008, this movement has been intensified by the experience of Barack Obama and the politics was included largely the realm of new digital media, allowing more dialogue and interactivity between politicians and voters. In this context, this paper investigates on the one hand, as American society has used Youtube during the 2008 elections, and the other how was structured Obama's online campaign. Through the analysis of five videos with political content on Youtube durign the election period, this study seeks explanations for the phenomenon that became known as the first network campaign throughout history. The theoretical postulations of Manuel Castells on the network society, the cybercultural studies and semiotics of discourse have been adopted as a theoretical and methodological line guide to explore the meanings produced by the processes that comprise the corpus of this research

Den här uppsatsen undersöker hur medielogik och public service-värdena uttrycks i SVT:s partiledarutfrågning hösten 2010. En totalundersökning i form av kvantitativ och kvalitativ innehållsanalys är gjord av samtliga partiledarutfrågningar som sändes i SVT veckorna före valet, samt respektive partis valmanifest. Fyra frågor mättes först kvantitativt och analyserades därefter kvalitativt med utgångspunkt i vilka medborgargrupper som synliggörs, hur partiledarnas privata angelägenheter exponeras, hur valmanifestens innehåll överensstämmer med de teman som journalisterna tar upp i utfrågningarna, samt regeringsbildningskomplikationer och samarbetssvårigheter av olika slag. I den kvantitativa analysen framkom att konsumentperspektivet dominerar, men skillnaden är stor i de olika partiledarutfrågningarna. Den personliga exponeringen av partiledarna ger minst utrymme åt dåvarande statsministerkandidaterna Fredrik Reinfeldt (m) och Mona Sahlin (s), men även åt Maud Olofsson (c). Valmanifestens överensstämmelse med de journalistiska frågeställningarna visade på stora skillnader mellan de olika partiledarutfrågningarna. Mest kommunikationsutrymme åt komplikationer ges med det Rödgröna blocket (och då främst de mindre partierna Miljöpartiet och Vänsterpartiet.) Resultaten av vår undersökning är varierande, beroende på vilken frågeställning det gäller. Delar av public service-värdet verkar ha haft olika stor genomslagskraft hos de större partierna jämfört med de mindre partierna gällande konsekvenserna för de enskilda fallen och partiets politik. Ett återkommande tema är skildringen av politik som att den tar ifrån människor något snarare än att politiken tillför människor något. Ett annat drag vi har noterat är att medborgaren framställs som offer för något (nya bensinpriset, sjukförsäkringen, gymnasiereformen…) I ett samhälle som får allt större problem att engagera medborgarna i det politiska livet, kan det vara av värde att fråga sig hur stort ansvar medierna har för detta. Poängteras bör slutligen att de resultat vi kommer fram till inte ska refereras till journalistiken som profession, utan snarare belysa vikten av att en medveten strategi behövs för att lyfta fram de krafter som strävar mot medielogikens komponenter i form av polarisering, konkretisering och förenkling. / This essay examines how media logic and public service values are expressed in the SVT party leaders hearing fall of 2010. A comprehensive study in the form of quantitative and qualitative content analysis was made by all party leaders hearings broadcast on SVT weeks before the election, and each party's election manifesto. Four questions were measured primary quantitatively, and were then assayed qualitatively on the basis of the civic groups that are made visible, how the party leaders' private affairs are exposed, how the manifesto contents are consistent with the journalistic issues during the hearings, and government complications and cooperation difficulties of various kinds. The quantitative analysis indicated that consumer perspective dominates, but the difference is large in the various party leaders hearings. The personal exposure of the party leaders will have the least room for the then prime minister candidates Fredrik Reinfeldt (m) and Mona Sahlin (s), but also to Maud Olofsson (c). Manifesto conformity with the journalistic issues showed significant differences between the various party leaders hearings. Most communications space to complications are exposed with the Rödgröna blocket (and particularly the smaller parties, Miljöpartiet and Vänsterpartiet.) The results of our study are varied, depending on the issue in question. Components of the public service value seems to have a greater impact in the major parties compared to the smaller parties regarding the consequences for the individual cases and party policies. An overall theme is the presentation of policy that it takes away something from people rather than it adds. Another feature we have noticed is that the people were presented as victims of something (new price of gasoline, health insurance, upper secondary school reform ...) In a society of growing problems with involving the citizens in the political life, it may be useful to ask how much responsibility the media has of this. Finally it should be pointed out, that the results we arrive at should not be referred to journalism as a profession, but rather emphasize the necessity of a planned strategy to highlight the forces that strive to media logic components in the form of polarization, concretization and simplification.