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A Study on Youth´s Political Satisfaction: The Case of Portugal
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Orientador(es)
Resumo(s)
Political brands have taken their campaigns into social media, in an effort to keep up with the times and connect with younger users. Obama and Trump are examples of successful cases where their online presence translated into the ballot boxes. The present study aims to address the youth engagement and satisfaction with Portuguese political brands on Twitter and their likeness to vote for candidates and parties considering the sentiment results of the last 3 election periods – presidential, local and legislative. The conducted sentiment analysis demonstrated that the various types of users allocate a negative sentiment for most political brands. No positive sentiment was identified within the 29 analysed actors and parties. Most political brands with a neutral sentiment were part of the left-wing, in which youth showed more voting intentions. Liberal Initiative (IL) presented itself as an exception from the right-wing with the same results. Furthermore, it was also conceived that it is not possible to predict election results through Twitter, but this social medium gives a close idea of the users’ collective mind.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Political brands Twitter Youth engagement Sentiment Analysis SDG 16 - Peace, justice and strong institutions SDG 17 - Partnerships for the goals