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Redes sociais e campanhas eleitorais: análise de conteúdo da campanha digital das legislativas de 2024 em Portugal
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Resumo(s)
As campanhas eleitorais são consideradas como um momento sui generis nas
democracias ocidentais. Este momento único de difusão dos ideais partidários para efeitos
de eleição é visto como o principal momento de agenda-setting. Nos últimos anos, um
conjunto de autores tem procurado conceptualizar a evolução das campanhas eleitorais,
desenhando um tipo de campanha digital, com recurso às redes sociais para conduzir este
momento eleitoral. No centro desta dissertação, encontra-se a questão: quais são os temas
que os diferentes partidos políticos enfatizam nas redes sociais em contexto de campanha
eleitoral? Esta dissertação pretende responder a esta questão analisando o caso das
eleições legislativas de 2024. Para o efeito, escolheu-me uma rede social – o Twitter (ou
X) – para analisar as publicações durante o período de campanha eleitoral (10 de
novembro de 2023 a 10 de março de 2024) de seis partidos políticos – o Livre, o Bloco
de Esquerda, o Partido Socialista, a Aliança Democrática, a Iniciativa Liberal e o Chega.
Através de uma análise de conteúdo com recurso ao MAXQDA, analisaram-se 1893
publicações e procurou-se perceber se, por um lado, os partidos utilizam esta rede social
como forma de agenda-setting e, por outro, que temas mais foram destacados, em que
alturas e por que partidos. Concluímos que, apesar de os partidos portugueses utilizarem
cada vez mais as redes sociais como instrumento de comunicação política e,
consequentemente, de campanha eleitoral, a maior parte das suas publicações durante a
campanha eleitoral de 2024 não foram sobre temas políticos. Não obstante, além das
diferenças de temas privilegiados entre os partidos políticos portugueses, conseguimos
concluir que os partidos de esquerda utilizam mais as redes sociais como ferramenta de
agenda-setting comparativamente aos partidos de direita. Na globalidade da campanha,
os temas mais referenciados foram a macroeconomia e o trabalho. Apesar deste issue
overlap entre partidos, verificamos que o Livre se focou mais nas relações internacionais,
o Bloco de Esquerda deteve issue ownership do tema da habitação, a Iniciativa Liberal
do tema da política fiscal e o Chega da corrupção e imigração
Election campaigns are sui generis moments in western democracies. Elections are thought to be the first instance of agenda-setting in democracies. In the last couple of years, a group of authors has tried to conceptualize the evolution of election campaigns, creating the concept of digital campaign – a campaign that uses social media to engage with the electorate. This dissertation answers the following research question: which political issues do political parties give most issue attention to? This study answers this question analysing the case of the 2024 general elections’ campaign. We chose Twitter (or X) as our social media platform of analysis, and we extracted all tweets from six political parties – Livre, Bloco de Esquerda, Partido Socialista, Aliança Democrática, Iniciativa Liberal and Chega – in the span of 4 months of political campaign – from November 10th 2023, until March 10th 2024. Resorting to MAXQDA, we conducted a content analysis of 1893 tweets and we tried to understand, firstly, if political parties utilize social media as a way of agenda-setting, and secondly, which issues political parties give most attention to. We concluded that, despite the increasing use of social media as a way of political communication by Portuguese political parties, most tweets during the 2024 general elections’ campaign were not about political issues. Nonetheless, despite the differences between Portuguese political parties, we realised that left-wing parties are more likely to use social media as a way of agenda-setting when compared to right-wing parties. Moreover, issue attention during the 2024 general election’s campaign was mostly distributed in consensual issues – macroeconomy and labour. Despite this issue overlap between parties, we concluded that Livre focused more on international relations, Bloco de Esquerda had issue ownership over housing, Iniciativa Liberal over taxation and Chega over corruption and immigration.
Election campaigns are sui generis moments in western democracies. Elections are thought to be the first instance of agenda-setting in democracies. In the last couple of years, a group of authors has tried to conceptualize the evolution of election campaigns, creating the concept of digital campaign – a campaign that uses social media to engage with the electorate. This dissertation answers the following research question: which political issues do political parties give most issue attention to? This study answers this question analysing the case of the 2024 general elections’ campaign. We chose Twitter (or X) as our social media platform of analysis, and we extracted all tweets from six political parties – Livre, Bloco de Esquerda, Partido Socialista, Aliança Democrática, Iniciativa Liberal and Chega – in the span of 4 months of political campaign – from November 10th 2023, until March 10th 2024. Resorting to MAXQDA, we conducted a content analysis of 1893 tweets and we tried to understand, firstly, if political parties utilize social media as a way of agenda-setting, and secondly, which issues political parties give most attention to. We concluded that, despite the increasing use of social media as a way of political communication by Portuguese political parties, most tweets during the 2024 general elections’ campaign were not about political issues. Nonetheless, despite the differences between Portuguese political parties, we realised that left-wing parties are more likely to use social media as a way of agenda-setting when compared to right-wing parties. Moreover, issue attention during the 2024 general election’s campaign was mostly distributed in consensual issues – macroeconomy and labour. Despite this issue overlap between parties, we concluded that Livre focused more on international relations, Bloco de Esquerda had issue ownership over housing, Iniciativa Liberal over taxation and Chega over corruption and immigration.
Descrição
Palavras-chave
Agenda-Setting Election Campaigns Campanhas Eleitorais Political Parties Partidos Políticos Social Media Issue Attention Temas Políticos Redes Sociais