Eleições municipais 2020: a presença do facebook em pequenas cidades no estado de São Paulo

• Autor(a) principal: Damasceno, Marcelo Simões
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/2166
• topic: Eleições municipais 2020; Mídias Sociais; Facebook Esfera pública; Estado de São Paulo; Cidades pequenas; Opinião pública; Comunicação política; Municipal elections 2020; Social media; Facebook Public sphere; State of São Paulo; Small towns; Public opinion; Political communication; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This study presents an analysis in the field of internet and democracy, aiming to understand how the presence of the social network Facebook occurred in the 2020 municipal elections in cities with up to 20 thousand inhabitants in the state of São Paulo. It takes an empirical and conceptual look at political communication in municipal elections in Holambra, Luiz Antônio, Pirapora do Bom Jesus, Piquete and Sarapuí, adopted by the 20 candidates who ran for mayor, and used the social network as a campaign tool. To do so, it was necessary to carry out a survey of the candidates' profiles on the most used social networks among Brazilians in the year of the election (WE ARE SOCIAL, 2020). It was possible to observe that 16 of the 20 candidates had Facebook pages. Important information to validate the social network as a specific object of this work, which led to a survey of published content, grammar used, number of followers, interactions and connections that occurred on the candidates' pages in two moments: the first during the pre -campaign – January to August – which served to analyze how the 16 candidates positioned themselves politically when using political communication and marketing strategy; in the second, the posts made during the 45 days of the campaign, authorized by the Electoral Court, were analyzed to extract the data that supported the study of the presence of Facebook, from the pages of those elected in each city. For data collection, a quali-quantitative approach was adopted, an analytical procedure that allowed shed light on the numbers that fed graphs, tables and charts, since this methodology attributes meaning and value to what is researched (SANTAELLA, 2002). From this perspective, it was possible assign value and classify the 309 contents posted by elected officials on their pages and, thus, trace the existence of a communication network created through the interactions that candidates receive via likes, comments and shares in their publications, and thus identify the strong ties and weaknesses that interact with the content proposed by applicants on their pages, beyond the reach that a publication can achieve in a political campaign. The data obtained on the candidates' pages corroborates other studies on the use of Facebook in political campaigns, indicating that, even in campaigns carried out in small towns, there is no correlation between the number of posts and the number of interactions, but there are relationships between the themes of posts, in addition to the main objective of the study. These findings are crucial to resolve the hypotheses raised at the beginning of the study, as: 1) Facebook is a social network that plays a central role in electoral disputes in small towns; 2) it functions as a distribution center for political content; 3) the network establishes connections between different people through the created nodes.(AU)