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Previous issue date: 2015-09-18 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior (CAPES) / Este trabalho se prop?e a compreender o processo e as pr?ticas das estrat?gias de marketing pol?tico aplicadas ?s m?dias sociais facebook e twitter de um candidato a governador da Para?ba nas elei??es de 2014. Visando atingir o prop?sito desta pesquisa, foi realizado um estudo de caso tendo como objeto de an?lise a campanha online do candidato a governador da Para?ba, C?ssio Cunha Lima - PSDB, em 2014. O estudo de caso se deu a partir da constru??o de um perfil biogr?fico e pol?tico do candidato. Esta pesquisa tamb?m fez uso da etnografia virtual. Para tanto, foram monitoradas as m?dias sociais facebook e twitter desse pol?tico, com o aux?lio do programa de captura de imagens - Greenshot, atrav?s da cria??o de categorias de an?lise pr?-definidas, como, por exemplo, agenda, prest?gio e apoio, campanha negativa, engajamento, entre outras. O per?odo escolhido para o monitoramento dos perfis oficiais de C?ssio Cunha Lima foi entre os dias 24 de agosto e 28 de outubro de 2014, pois comporta o per?odo pr?, durante e p?s-elei??o onde observou-se maior n?vel de movimenta??o do candidato e de sua equipe de marketing nas m?dias sociais selecionadas para an?lise. / This dissertation aims to analyze and understand the process and practices of political
marketing strategies applied to social media facebook and twitter C?ssio Cunha Lima -
PSDB candidate for governor of Para?ba, in the 2014 elections The work is divided into
three parts . The first two chapters, both of theoretical nature, underlie the discussion
about the use of the Internet as a campaign space and political marketing campaign as
well as the different communication strategies and electoral marketing already presented
in the literature. Following, is dedicated to a topic for the presentation of the methodology
and subsequently makes the discussion of empirical data analysis. Finally, we present the
conclusions. The analysis takes as its starting point the models Figueiredo et al. (1998)
and Albuquerque (1999) to observe the traditional strategies and suggests the inclusion
of typically recorded on the Internet strategies. The methodology used for the analysis
was the qualitative and quantitative content from variables that we list different campaign
strategies. In order to achieve the purpose of this research, we conducted a case study as
an analytical object online campaign C?ssio Cunha Lima. The case study took place from
the construction of a candidate's biographical and political profile, presented and
discussed in the text. This research also made use of virtual ethnography. Therefore, were
monitored social media facebook and twitter that political, with the help of image capture
program - Greenshot by creating pre-defined categories of analysis, for example,
calendar, prestige and support, negative campaign , engagement, among others. The
period chosen for monitoring the candidate's official profiles was from 24 August to 28
October 2014, because it holds the pre, during and post-election where there was greater
candidate drive level and his team marketing in social media selected for analysis. The
results indicate that mobilization strategy (online and offline), merged with the promotion
schedule, it is predominant in the social media Cassio. They also indicate that they do not
show the failure of the campaign of the candidate in 2014.
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/21116 |
| Date | 18 September 2015 |
| Creators | Eufrauzino, Lara de Figueiredo |
| Contributors | 23755350220, http://lattes.cnpq.br/8254589050604215, Silva, Fernando Firmino da, 86207016491, http://lattes.cnpq.br/1095395084173623, Costa, Homero de Oliveira, 08883416449, http://lattes.cnpq.br/8871454632145848, Gomes, Marcelo Bolshaw, 62779206772, http://lattes.cnpq.br/4277715352803619, Veloso, Maria do Socorro Furtado |
| Publisher | Universidade Federal do Rio Grande do Norte, PROGRAMA DE P?S-GRADUA??O EM ESTUDOS DA M?DIA, UFRN, Brasil |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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