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As redes sociais ao serviço do marketing político: análise das eleições legislativas de 2022 em Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 42183 | 2.72 MB | Adobe PDF |
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Abstract(s)
Tendo em conta a evolução das novas tecnologias e a influência que estas têm no mundo em geral, é necessário incluí-las neste estudo e relacioná-las com a comunicação política, marketing político e a sua evolução. Com o desenvolvimento das novas tecnologias foram aparecendo novos media, como as redes sociais que se tornam indispensáveis nos dias de hoje em vários setores, incluindo o marketing político. Depois da pandemia que atingiu o mundo inteiro, o covid-19, as redes sociais tornaram-se uma aliada para os políticos e para o marketing político, era através destas que os políticos apareciam, informavam e discutiam sobre assuntos da população. Com a dissertação “As redes sociais ao serviço do marketing político- Análise das últimas eleições legislativas de 2022 em Portugal” pretende-se entender qual o papel das redes sociais nas últimas eleições legislativas de 2022 em Portugal, compreender a comunicação política feita online realizada através das redes sociais, mais especificamente, no Facebook, Instagram e Twitter e ainda entender o percurso das campanhas online tanto no estrangeiro como em Portugal. Concluindo, a presente investigação irá explorar a influência das redes sociais na política e no marketing político. Para este efeito foi realizado um estudo empírico, adotando uma metodologia quantitativa, por via de aplicação de um questionário e uma amostra constituída por 121 adultos portugueses com idades compreendidas entre os 18 e 62 anos, tendo sido eliminada uma resposta devido a ser estrangeira. A análise dos dados foi feita por SPSS posteriormente. Os resultados desta dissertação mostram que em Portugal e mais propriamente nas eleições legislativas de 2022 no país, as redes sociais não tiveram uma participação muito ativa no que toca à escolha do candidato nem na procura de informações para tal.
Given the evolution of new technologies and the influence they have on the world in general, it is necessary to include them in this study and relate them to political communication, political marketing and its evolution. With the development of new technologies, new media have appeared, such as social networks, which are now indispensable in various sectors, including political marketing. After the Covid-19 pandemic hit the world, social media became an ally for politicians and political marketing, as it was through social media that politicians appeared, informed and discussed public issues. The dissertation "Social networks at the service of political marketing - Analysis of the last legislative elections of 2022 in Portugal" aims to understand the role of social networks in the last legislative elections of 2022 in Portugal, to understand the political communication carried out online through social networks, more specifically, on Facebook, Instagram and Twitter and also to understand the path of online campaigns both abroad and in Portugal. In conclusion, this research will explore the influence of social media on politics and political marketing. To this end, an empirical study was carried out using a quantitative methodology, through the use of a questionnaire and a sample made up of 121 Portuguese adults aged between 18 and 62, with one response being eliminated because it was foreign. The data was later analyzed using SPSS. The results of this dissertation show that in Portugal, and more specifically in the country's 2022 legislative elections, social networks did not play a very active role when it came to choosing a candidate or searching for information.
Given the evolution of new technologies and the influence they have on the world in general, it is necessary to include them in this study and relate them to political communication, political marketing and its evolution. With the development of new technologies, new media have appeared, such as social networks, which are now indispensable in various sectors, including political marketing. After the Covid-19 pandemic hit the world, social media became an ally for politicians and political marketing, as it was through social media that politicians appeared, informed and discussed public issues. The dissertation "Social networks at the service of political marketing - Analysis of the last legislative elections of 2022 in Portugal" aims to understand the role of social networks in the last legislative elections of 2022 in Portugal, to understand the political communication carried out online through social networks, more specifically, on Facebook, Instagram and Twitter and also to understand the path of online campaigns both abroad and in Portugal. In conclusion, this research will explore the influence of social media on politics and political marketing. To this end, an empirical study was carried out using a quantitative methodology, through the use of a questionnaire and a sample made up of 121 Portuguese adults aged between 18 and 62, with one response being eliminated because it was foreign. The data was later analyzed using SPSS. The results of this dissertation show that in Portugal, and more specifically in the country's 2022 legislative elections, social networks did not play a very active role when it came to choosing a candidate or searching for information.
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Keywords
Marketing político Redes sociais Marketing político internacional Marketing político em Portugal Political marketing Social media International political marketing Political marketing in Portugal