Marketing político e racionalidade tecnológica: um estudo psicossocial
Autor(a) principal: | |
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Data de Publicação: | 2008 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da PUC_SP |
Texto Completo: | https://tede2.pucsp.br/handle/handle/17313 |
Resumo: | The subject in study in this research is political marketing, especially when it happens through election campaigns. Considering that the marketing intuit, when we talk about politics, or about economic relations, is to mobilize psychic matters presents in the wishes of their addressee, taking them into decisions which are not necessarily rational, having a psycho technical function, the possible success in the political marketing denies the identity implied in the mechanism of power delegations through the straight and free vote of the citizens. This way, the political marketing is a matter of interest of the social psychology, area in which this work is inserted and, the way it may affect an important basis of democracy: power delegation through straight and free vote of the citizens, also consists in a theme with scientific and social interest, what justifies its study. This study starts analyzing the way political marketing is introduced into written material by professionals of the area and studiouses of the theme, through it was possible to observe the presence of rational technology into and in consequence of the political marketing. After that, recurring to sayings of critical theorists of the society, this connection between political marketing and technological rationality is analyzed in details, in a way to explicit the historical and economical determinations of such connection, as well as delimitate more precisely its psychosocial dimension. Finally, with basis into the previous reflections and conclusions, it was analyzed a publicity election key diffused by the television. As a result of this set of procedures, it was verified that political marketing, as well as its simile applied to economical relations, is constituted into the factor of technological rationality and, this way, is configured as a suitable practice with the reduction of democracy to its mechanisms, determined by this same rationality, once your action presupposes and reaffirms two aspects of this reduction: the shutting of the political universe and the obstruction of the constitution of the implied individuality to the mechanism of delegation through the power of the vote |
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Sass, Odairhttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4266157U7Gonçalves Júnior, Gil2016-04-29T13:32:16Z2008-11-192008-11-07Gonçalves Júnior, Gil. Marketing político e racionalidade tecnológica: um estudo psicossocial. 2008. 174 f. Tese (Doutorado em Psicologia) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2008.https://tede2.pucsp.br/handle/handle/17313The subject in study in this research is political marketing, especially when it happens through election campaigns. Considering that the marketing intuit, when we talk about politics, or about economic relations, is to mobilize psychic matters presents in the wishes of their addressee, taking them into decisions which are not necessarily rational, having a psycho technical function, the possible success in the political marketing denies the identity implied in the mechanism of power delegations through the straight and free vote of the citizens. This way, the political marketing is a matter of interest of the social psychology, area in which this work is inserted and, the way it may affect an important basis of democracy: power delegation through straight and free vote of the citizens, also consists in a theme with scientific and social interest, what justifies its study. This study starts analyzing the way political marketing is introduced into written material by professionals of the area and studiouses of the theme, through it was possible to observe the presence of rational technology into and in consequence of the political marketing. After that, recurring to sayings of critical theorists of the society, this connection between political marketing and technological rationality is analyzed in details, in a way to explicit the historical and economical determinations of such connection, as well as delimitate more precisely its psychosocial dimension. Finally, with basis into the previous reflections and conclusions, it was analyzed a publicity election key diffused by the television. As a result of this set of procedures, it was verified that political marketing, as well as its simile applied to economical relations, is constituted into the factor of technological rationality and, this way, is configured as a suitable practice with the reduction of democracy to its mechanisms, determined by this same rationality, once your action presupposes and reaffirms two aspects of this reduction: the shutting of the political universe and the obstruction of the constitution of the implied individuality to the mechanism of delegation through the power of the voteO objeto de estudo desta pesquisa é o marketing político, especialmente quando acionado pelas campanhas eleitorais. Considerando que o intento do marketing, tanto na esfera política, quanto na esfera das relações econômicas, é mobilizar conteúdos psíquicos subjacentes aos desejos dos seus destinatários, de modo a induzi-los a decisões não necessariamente racionais, exercendo assim uma função psicotécnica, o eventual sucesso do marketing político nega a individualidade implícita no mecanismo da delegação do poder pelo voto direto e livre dos cidadãos. Desse modo, o marketing político constitui-se em tema de interesse da psicologia social, área do saber na qual este estudo se insere e, na medida em que o seu acionamento pode afetar o fundamento básico do regime democrático: a delegação do poder pelo voto direto e livre dos cidadãos, também consiste em tema de interesse científico e social, o que justifica o seu estudo. Este estudo tem início com a análise do modo como o marketing político é apresentado em obras escritas por profissionais da área e estudiosos do tema, mediante a qual foi possível verificar a presença da racionalidade tecnológica no e em conseqüência do acionamento do marketing político. Em seguida, recorrendo-se a formulações de teóricos críticos da sociedade, esse vínculo do marketing político com a racionalidade tecnológica é analisado mais detalhadamente, de modo a explicitar as determinações históricas e econômicas de tal vínculo, bem como delimitar mais precisamente a sua dimensão psicossocial. Finalmente, com base nas reflexões e conclusões anteriores, analisa-se uma peça publicitária de campanha eleitoral veiculada pela televisão. Como resultado desse conjunto de procedimentos, verificou-se que o marketing político, assim como seu símile aplicado à esfera das relações econômicas, constitui-se em fator da racionalidade tecnológica e, desse modo, configura-se como uma prática condizente com a redução de democracia aos seus mecanismos, determinada por essa mesma racionalidade, uma vez que o seu acionamento pressupõe e reitera dois aspectos dessa redução: o fechamento do universo do político e o impedimento da constituição da individualidade implícita no mecanismo da delegação do poder pelo votoapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/36184/Gil%20Goncalves%20Junior.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Serviço SocialPUC-SPBRPsicologiaDemocracia burguesaRacionalidade tecnológicaCampanhas eleitoraisComunicacao de massa -- Inovacoes tecnologicasDemocraciaMarketing politicoPolitical marketingBourgeois democracyTechnological rationalityCNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA SOCIALMarketing político e racionalidade tecnológica: um estudo psicossocialPolitical marketing and technological rationality: a psychosocial studyinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTGil Goncalves Junior.pdf.txtGil Goncalves Junior.pdf.txtExtracted texttext/plain430809https://repositorio.pucsp.br/xmlui/bitstream/handle/17313/3/Gil%20Goncalves%20Junior.pdf.txt4b602f459a754520ef778add86cd91d7MD53ORIGINALGil Goncalves Junior.pdfapplication/pdf1026417https://repositorio.pucsp.br/xmlui/bitstream/handle/17313/1/Gil%20Goncalves%20Junior.pdf707dcca1057fd05d7f1758510721fee3MD51THUMBNAILGil Goncalves Junior.pdf.jpgGil Goncalves Junior.pdf.jpgGenerated Thumbnailimage/jpeg3834https://repositorio.pucsp.br/xmlui/bitstream/handle/17313/2/Gil%20Goncalves%20Junior.pdf.jpg551623a69f38d1f5412acb5dc0ce4c7cMD52handle/173132022-04-28 15:01:03.667oai:repositorio.pucsp.br:handle/17313Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-04-28T18:01:03Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.por.fl_str_mv |
Marketing político e racionalidade tecnológica: um estudo psicossocial |
dc.title.alternative.eng.fl_str_mv |
Political marketing and technological rationality: a psychosocial study |
title |
Marketing político e racionalidade tecnológica: um estudo psicossocial |
spellingShingle |
Marketing político e racionalidade tecnológica: um estudo psicossocial Gonçalves Júnior, Gil Democracia burguesa Racionalidade tecnológica Campanhas eleitorais Comunicacao de massa -- Inovacoes tecnologicas Democracia Marketing politico Political marketing Bourgeois democracy Technological rationality CNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA SOCIAL |
title_short |
Marketing político e racionalidade tecnológica: um estudo psicossocial |
title_full |
Marketing político e racionalidade tecnológica: um estudo psicossocial |
title_fullStr |
Marketing político e racionalidade tecnológica: um estudo psicossocial |
title_full_unstemmed |
Marketing político e racionalidade tecnológica: um estudo psicossocial |
title_sort |
Marketing político e racionalidade tecnológica: um estudo psicossocial |
author |
Gonçalves Júnior, Gil |
author_facet |
Gonçalves Júnior, Gil |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Sass, Odair |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4266157U7 |
dc.contributor.author.fl_str_mv |
Gonçalves Júnior, Gil |
contributor_str_mv |
Sass, Odair |
dc.subject.por.fl_str_mv |
Democracia burguesa Racionalidade tecnológica Campanhas eleitorais Comunicacao de massa -- Inovacoes tecnologicas Democracia Marketing politico |
topic |
Democracia burguesa Racionalidade tecnológica Campanhas eleitorais Comunicacao de massa -- Inovacoes tecnologicas Democracia Marketing politico Political marketing Bourgeois democracy Technological rationality CNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA SOCIAL |
dc.subject.eng.fl_str_mv |
Political marketing Bourgeois democracy Technological rationality |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA SOCIAL |
description |
The subject in study in this research is political marketing, especially when it happens through election campaigns. Considering that the marketing intuit, when we talk about politics, or about economic relations, is to mobilize psychic matters presents in the wishes of their addressee, taking them into decisions which are not necessarily rational, having a psycho technical function, the possible success in the political marketing denies the identity implied in the mechanism of power delegations through the straight and free vote of the citizens. This way, the political marketing is a matter of interest of the social psychology, area in which this work is inserted and, the way it may affect an important basis of democracy: power delegation through straight and free vote of the citizens, also consists in a theme with scientific and social interest, what justifies its study. This study starts analyzing the way political marketing is introduced into written material by professionals of the area and studiouses of the theme, through it was possible to observe the presence of rational technology into and in consequence of the political marketing. After that, recurring to sayings of critical theorists of the society, this connection between political marketing and technological rationality is analyzed in details, in a way to explicit the historical and economical determinations of such connection, as well as delimitate more precisely its psychosocial dimension. Finally, with basis into the previous reflections and conclusions, it was analyzed a publicity election key diffused by the television. As a result of this set of procedures, it was verified that political marketing, as well as its simile applied to economical relations, is constituted into the factor of technological rationality and, this way, is configured as a suitable practice with the reduction of democracy to its mechanisms, determined by this same rationality, once your action presupposes and reaffirms two aspects of this reduction: the shutting of the political universe and the obstruction of the constitution of the implied individuality to the mechanism of delegation through the power of the vote |
publishDate |
2008 |
dc.date.available.fl_str_mv |
2008-11-19 |
dc.date.issued.fl_str_mv |
2008-11-07 |
dc.date.accessioned.fl_str_mv |
2016-04-29T13:32:16Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Gonçalves Júnior, Gil. Marketing político e racionalidade tecnológica: um estudo psicossocial. 2008. 174 f. Tese (Doutorado em Psicologia) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2008. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/17313 |
identifier_str_mv |
Gonçalves Júnior, Gil. Marketing político e racionalidade tecnológica: um estudo psicossocial. 2008. 174 f. Tese (Doutorado em Psicologia) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2008. |
url |
https://tede2.pucsp.br/handle/handle/17313 |
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por |
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por |
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openAccess |
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application/pdf |
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Pontifícia Universidade Católica de São Paulo |
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Programa de Estudos Pós-Graduados em Serviço Social |
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PUC-SP |
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BR |
dc.publisher.department.fl_str_mv |
Psicologia |
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Pontifícia Universidade Católica de São Paulo |
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