A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFS |
Texto Completo: | http://ri.ufs.br/jspui/handle/riufs/7486 |
Resumo: | According to the data released by Facebook in 2016, counting 99 million users only in Brazil, social networks have grown in size and importance in the mobilization of several themes, including electoral politics. Since 2008, with the presidential campaign of Barack Obama in the USA, social networks on the internet have gained space on the political scene and had been officially and legally incorporated in the Brazilian election process of 2010. Since then, such use, especially of Facebook, has gained the attention of political-party campaign managers. This case study investigates the use of Facebook in the election campaign for governor of Sergipe, in 2014, by the candidate Jackson Barreto and has as locus of research the timeline of the candidate's fan page. It is important to reflect on the potentialities of the use that Facebook provides and how it was used by the candidate here analyzed, identifying types of posts, interaction and used themes. The specific objectives: (i) identify the transformations, in the field of communication, those social networking sites wich provide for their users - candidates and voters - in electoral campaigns; (Ii) to categorize data and indicators of the Facebook fan page of the candidate elected to governor of the Province of Sergipe, during the electoral period of 2014, evidencing the use of the refered social networking site for broader and electoral communication purposes; (Iii) analyze the content of the candidate's posts and the interaction generated in his fan page, in order to qualify the use of the Facebook platform concerning to electoral communication. The methodological delineation of this qualitative-quantitative research relies on content analysis as a complementary procedure to the case study, carried out through the candidate's postings identified during the electoral period of 2014. It is known that Facebook offers a dynamic platform for a considerable variety of interactions and campaign actions of the candidate, often reaching a very large number of voters The results of the case studied point to: (i) the receiver's willingness to interact with the devices to enjoy, share and comment; (Ii) a small number of posts during the campaign period; and (iii) post content that made the Facebook candidate a non-digital campaign mirror. |
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Balbino, Ivan KellerosFerreira, Raquel Marques Carriço2018-03-06T21:49:47Z2018-03-06T21:49:47Z2017-08-31BALBINO, Ivan Kelleros. A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014. 2017. 104 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, SE, 2017.http://ri.ufs.br/jspui/handle/riufs/7486According to the data released by Facebook in 2016, counting 99 million users only in Brazil, social networks have grown in size and importance in the mobilization of several themes, including electoral politics. Since 2008, with the presidential campaign of Barack Obama in the USA, social networks on the internet have gained space on the political scene and had been officially and legally incorporated in the Brazilian election process of 2010. Since then, such use, especially of Facebook, has gained the attention of political-party campaign managers. This case study investigates the use of Facebook in the election campaign for governor of Sergipe, in 2014, by the candidate Jackson Barreto and has as locus of research the timeline of the candidate's fan page. It is important to reflect on the potentialities of the use that Facebook provides and how it was used by the candidate here analyzed, identifying types of posts, interaction and used themes. The specific objectives: (i) identify the transformations, in the field of communication, those social networking sites wich provide for their users - candidates and voters - in electoral campaigns; (Ii) to categorize data and indicators of the Facebook fan page of the candidate elected to governor of the Province of Sergipe, during the electoral period of 2014, evidencing the use of the refered social networking site for broader and electoral communication purposes; (Iii) analyze the content of the candidate's posts and the interaction generated in his fan page, in order to qualify the use of the Facebook platform concerning to electoral communication. The methodological delineation of this qualitative-quantitative research relies on content analysis as a complementary procedure to the case study, carried out through the candidate's postings identified during the electoral period of 2014. It is known that Facebook offers a dynamic platform for a considerable variety of interactions and campaign actions of the candidate, often reaching a very large number of voters The results of the case studied point to: (i) the receiver's willingness to interact with the devices to enjoy, share and comment; (Ii) a small number of posts during the campaign period; and (iii) post content that made the Facebook candidate a non-digital campaign mirror.Com 99 milhões de usuários no Brasil conforme dados divulgados pelo próprio Facebook (2016), as redes sociais têm crescido em tamanho e importância na mobilização de temáticas diversas, incluindo a política e eleitoral. A partir de 2008, com a campanha presidencial de Barack Obama nos EUA, as redes sociais na internet ganham espaço no cenário político e passam a ser incorporadas oficialmente e legalmente nas eleições brasileiras de 2010. Desde então, tal utilização, com destaque para o Facebook, tem ganhado a atenção dos gestores de campanha político-partidária. Este estudo de caso investiga a utilização do Facebook na campanha eleitoral para governador de Sergipe em 2014 do candidato eleito em primeiro turno Jackson Barreto e tem como locus de pesquisa a linha do tempo da fan page do candidato escolhido. Importa refletir sobre qual as potencialidades de uso que o Facebook permite e como ele foi usado pelo candidato estudado, identificando tipos de postagens, de interação e temáticas trabalhadas. Como objetivos específicos: (i) identificar as transformações, no campo da comunicação, que os sites de redes sociais proporcionam para seus usuários - candidatos e eleitores - nas campanhas eleitorais; (ii) categorizar dados e indicadores da fan page no Facebook do candidato eleito a governador do Estado de Sergipe, durante o período eleitoral de 2014, evidenciando a utilização desse site de redes sociais de internet para fins comunicacionais mais amplos e eleitorais; (iii) reconhecer o conteúdo das postagens realizadas pelo candidato e a interação gerada em sua fan page, de forma a qualificar o uso da plataforma Facebook em termos de comunicação eleitoral. O delineamento metodológico desta pesquisa quali-quantitativa conta com a análise de conteúdo como procedimento complementar ao estudo de caso, realizado através das postagens do candidato escolhido no período eleitoral de 2014. Parte-se da hipótese de que o Facebook oferece uma plataforma dinâmica para uma variedade de interações e ações de campanha do candidato, alcançando, diuturnamente, um número muito grande de eleitores. Os resultados do caso estudado apontam para: (i) a disposição do receptor em interagir pelos dispositivos de curtir, compartilhar e comentar; (ii) um reduzido número de postagens durante o período da campanha; e (iii) conteúdos de postagens que fizeram do Facebook do candidato um espelhamento da campanha não digital.São Cristóvão, SEporComunicaçãoInternetRedes sociais on-lineMarketing políticoMarketing eleitoralCiberculturaEleiçõesFacebookEstudo de casoJackson BarretoCyberculturePolitical marketingElectoral marketingElectionsCase studyCIENCIAS SOCIAIS APLICADAS::COMUNICACAOA utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisPós-Graduação em ComunicaçãoUniversidade Federal de Sergipereponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/7486/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51ORIGINALIVAN_KELLEROS_BALBINO.pdfIVAN_KELLEROS_BALBINO.pdfapplication/pdf5126839https://ri.ufs.br/jspui/bitstream/riufs/7486/2/IVAN_KELLEROS_BALBINO.pdf648f5939991988deb6db18aeb0369036MD52TEXTIVAN_KELLEROS_BALBINO.pdf.txtIVAN_KELLEROS_BALBINO.pdf.txtExtracted texttext/plain248411https://ri.ufs.br/jspui/bitstream/riufs/7486/3/IVAN_KELLEROS_BALBINO.pdf.txt7ffa1bbfe4507a3b182783eba95466f7MD53THUMBNAILIVAN_KELLEROS_BALBINO.pdf.jpgIVAN_KELLEROS_BALBINO.pdf.jpgGenerated Thumbnailimage/jpeg1189https://ri.ufs.br/jspui/bitstream/riufs/7486/4/IVAN_KELLEROS_BALBINO.pdf.jpg94de0722c5385ea4c30208b46a6b4964MD54riufs/74862018-03-06 18:52:09.045oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2018-03-06T21:52:09Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014 |
title |
A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014 |
spellingShingle |
A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014 Balbino, Ivan Kelleros Comunicação Internet Redes sociais on-line Marketing político Marketing eleitoral Cibercultura Eleições Estudo de caso Jackson Barreto Cyberculture Political marketing Electoral marketing Elections Case study CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014 |
title_full |
A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014 |
title_fullStr |
A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014 |
title_full_unstemmed |
A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014 |
title_sort |
A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014 |
author |
Balbino, Ivan Kelleros |
author_facet |
Balbino, Ivan Kelleros |
author_role |
author |
dc.contributor.author.fl_str_mv |
Balbino, Ivan Kelleros |
dc.contributor.advisor1.fl_str_mv |
Ferreira, Raquel Marques Carriço |
contributor_str_mv |
Ferreira, Raquel Marques Carriço |
dc.subject.por.fl_str_mv |
Comunicação Internet Redes sociais on-line Marketing político Marketing eleitoral Cibercultura Eleições Estudo de caso Jackson Barreto |
topic |
Comunicação Internet Redes sociais on-line Marketing político Marketing eleitoral Cibercultura Eleições Estudo de caso Jackson Barreto Cyberculture Political marketing Electoral marketing Elections Case study CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Cyberculture Political marketing Electoral marketing Elections Case study |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
According to the data released by Facebook in 2016, counting 99 million users only in Brazil, social networks have grown in size and importance in the mobilization of several themes, including electoral politics. Since 2008, with the presidential campaign of Barack Obama in the USA, social networks on the internet have gained space on the political scene and had been officially and legally incorporated in the Brazilian election process of 2010. Since then, such use, especially of Facebook, has gained the attention of political-party campaign managers. This case study investigates the use of Facebook in the election campaign for governor of Sergipe, in 2014, by the candidate Jackson Barreto and has as locus of research the timeline of the candidate's fan page. It is important to reflect on the potentialities of the use that Facebook provides and how it was used by the candidate here analyzed, identifying types of posts, interaction and used themes. The specific objectives: (i) identify the transformations, in the field of communication, those social networking sites wich provide for their users - candidates and voters - in electoral campaigns; (Ii) to categorize data and indicators of the Facebook fan page of the candidate elected to governor of the Province of Sergipe, during the electoral period of 2014, evidencing the use of the refered social networking site for broader and electoral communication purposes; (Iii) analyze the content of the candidate's posts and the interaction generated in his fan page, in order to qualify the use of the Facebook platform concerning to electoral communication. The methodological delineation of this qualitative-quantitative research relies on content analysis as a complementary procedure to the case study, carried out through the candidate's postings identified during the electoral period of 2014. It is known that Facebook offers a dynamic platform for a considerable variety of interactions and campaign actions of the candidate, often reaching a very large number of voters The results of the case studied point to: (i) the receiver's willingness to interact with the devices to enjoy, share and comment; (Ii) a small number of posts during the campaign period; and (iii) post content that made the Facebook candidate a non-digital campaign mirror. |
publishDate |
2017 |
dc.date.issued.fl_str_mv |
2017-08-31 |
dc.date.accessioned.fl_str_mv |
2018-03-06T21:49:47Z |
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2018-03-06T21:49:47Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
BALBINO, Ivan Kelleros. A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014. 2017. 104 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, SE, 2017. |
dc.identifier.uri.fl_str_mv |
http://ri.ufs.br/jspui/handle/riufs/7486 |
identifier_str_mv |
BALBINO, Ivan Kelleros. A utilização do site de redes sociais de internet Facebook em campanhas eleitorais : um estudo de caso a partir da campanha eleitoral para governador de Sergipe em 2014. 2017. 104 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, SE, 2017. |
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