From grassroots movement to parliament: strategic communication and the achievement of public legitimacy. Case study: PAN (People – Animals – Nature)
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/37107 |
Resumo: | Strategic communication has progressively claimed a broader role in society, and in fostering social capital, civic engagement, and democracy. Thus, activism has received much attention in public relations theory and practice. In the Portuguese case, PAN fits this concern in line with the new political parties founded bottom-up by activists’ social opposition movements. In 2015, PAN managed to enter a parliamentary system that had remained in- accessible to new political parties for almost 20 years. This study is based on a qualitative methodology, anchored in the discursive analysis of public relations positioning elements in the original manifesto of the grassroots movement that originated PAN. A tag cloud‐generating software (wordArt.com) was also used to analyze word frequency and identify the main themes of the document. In-depth interviews with PAN policymakers were carried out to analyze how the party communication strategies may have impacted its significant growth. Findings indicate that a strategic approach to communication influenced the transition from a civic movement to a formal parliamentary party. PAN’s manifesto was discursively constructed to position the movement as trustworthy with high ethical and moral standards. PAN used the possibilities of social media to build a collective identity, from the grassroots, based on specific narratives. |
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From grassroots movement to parliament: strategic communication and the achievement of public legitimacy. Case study: PAN (People – Animals – Nature)Do movimento popular ao parlamento: comunicação estratégica e a conquista da legitimidade pública. Estudo de caso: PAN (Pessoas – Animais – Natureza)Strategic communicationPublic relationsPositioningCivic engagementComunicação estratégicaRelações públicasPosicionamentoEnvolvimento cívicoStrategic communication has progressively claimed a broader role in society, and in fostering social capital, civic engagement, and democracy. Thus, activism has received much attention in public relations theory and practice. In the Portuguese case, PAN fits this concern in line with the new political parties founded bottom-up by activists’ social opposition movements. In 2015, PAN managed to enter a parliamentary system that had remained in- accessible to new political parties for almost 20 years. This study is based on a qualitative methodology, anchored in the discursive analysis of public relations positioning elements in the original manifesto of the grassroots movement that originated PAN. A tag cloud‐generating software (wordArt.com) was also used to analyze word frequency and identify the main themes of the document. In-depth interviews with PAN policymakers were carried out to analyze how the party communication strategies may have impacted its significant growth. Findings indicate that a strategic approach to communication influenced the transition from a civic movement to a formal parliamentary party. PAN’s manifesto was discursively constructed to position the movement as trustworthy with high ethical and moral standards. PAN used the possibilities of social media to build a collective identity, from the grassroots, based on specific narratives.A comunicação estratégica tem reclamado progressivamente um papel mais amplo na sociedade e na promoção do capital social, do envolvimento cívico e da democracia. Assim, na teoria e na prática das relações públicas, o ativismo tem recebido muita atenção. No caso português, o PAN enquadra-se nesta preocupação, em consonância com os novos partidos políticos fundados de baixo para cima a partir de movimentos de oposição social compostos por ativistas. Em 2015, o PAN conseguiu entrar no sistema parlamentar português, que tinha permanecido inacessível a novos partidos políticos durante quase 20 anos. Este estudo baseia-se numa metodologia qualitativa, ancorada na análise discursiva dos elementos de posicionamento das relações públicas no manifesto original do movimento de base que deu origem ao PAN. Foi também utilizado um software gerador de nuvens de tags (wordArt.com) para analisar a frequência das palavras e identificar os principais temas do documento. Foram realizadas entrevistas aprofundadas com os responsáveis políticos do PAN para analisar de que forma as estratégias de comunicação do partido podem ter influenciado o seu crescimento significativo. Os resultados indicam que uma abordagem estratégica à comunicação influenciou a transição do PAN de movimento cívico para partido parlamentar formal. O manifesto do PAN foi discursivamente construído para posicionar o movimento como digno de confiança, com elevados padrões éticos e morais. O PAN utilizou as possibilidades dos meios de comunicação social para construir uma identidade coletiva a partir das bases, apoiada em narrativas específicas.Veritati - Repositório Institucional da Universidade Católica PortuguesaMüller, Naíde2022-03-22T10:12:38Z20212021-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/37107eng2183-738410.33167/2184-0644.CPP2021.VVIIN2/pp.201-221info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:42:32Zoai:repositorio.ucp.pt:10400.14/37107Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:30:10.277232Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
From grassroots movement to parliament: strategic communication and the achievement of public legitimacy. Case study: PAN (People – Animals – Nature) Do movimento popular ao parlamento: comunicação estratégica e a conquista da legitimidade pública. Estudo de caso: PAN (Pessoas – Animais – Natureza) |
title |
From grassroots movement to parliament: strategic communication and the achievement of public legitimacy. Case study: PAN (People – Animals – Nature) |
spellingShingle |
From grassroots movement to parliament: strategic communication and the achievement of public legitimacy. Case study: PAN (People – Animals – Nature) Müller, Naíde Strategic communication Public relations Positioning Civic engagement Comunicação estratégica Relações públicas Posicionamento Envolvimento cívico |
title_short |
From grassroots movement to parliament: strategic communication and the achievement of public legitimacy. Case study: PAN (People – Animals – Nature) |
title_full |
From grassroots movement to parliament: strategic communication and the achievement of public legitimacy. Case study: PAN (People – Animals – Nature) |
title_fullStr |
From grassroots movement to parliament: strategic communication and the achievement of public legitimacy. Case study: PAN (People – Animals – Nature) |
title_full_unstemmed |
From grassroots movement to parliament: strategic communication and the achievement of public legitimacy. Case study: PAN (People – Animals – Nature) |
title_sort |
From grassroots movement to parliament: strategic communication and the achievement of public legitimacy. Case study: PAN (People – Animals – Nature) |
author |
Müller, Naíde |
author_facet |
Müller, Naíde |
author_role |
author |
dc.contributor.none.fl_str_mv |
Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Müller, Naíde |
dc.subject.por.fl_str_mv |
Strategic communication Public relations Positioning Civic engagement Comunicação estratégica Relações públicas Posicionamento Envolvimento cívico |
topic |
Strategic communication Public relations Positioning Civic engagement Comunicação estratégica Relações públicas Posicionamento Envolvimento cívico |
description |
Strategic communication has progressively claimed a broader role in society, and in fostering social capital, civic engagement, and democracy. Thus, activism has received much attention in public relations theory and practice. In the Portuguese case, PAN fits this concern in line with the new political parties founded bottom-up by activists’ social opposition movements. In 2015, PAN managed to enter a parliamentary system that had remained in- accessible to new political parties for almost 20 years. This study is based on a qualitative methodology, anchored in the discursive analysis of public relations positioning elements in the original manifesto of the grassroots movement that originated PAN. A tag cloud‐generating software (wordArt.com) was also used to analyze word frequency and identify the main themes of the document. In-depth interviews with PAN policymakers were carried out to analyze how the party communication strategies may have impacted its significant growth. Findings indicate that a strategic approach to communication influenced the transition from a civic movement to a formal parliamentary party. PAN’s manifesto was discursively constructed to position the movement as trustworthy with high ethical and moral standards. PAN used the possibilities of social media to build a collective identity, from the grassroots, based on specific narratives. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021 2021-01-01T00:00:00Z 2022-03-22T10:12:38Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/37107 |
url |
http://hdl.handle.net/10400.14/37107 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
2183-7384 10.33167/2184-0644.CPP2021.VVIIN2/pp.201-221 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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