Uso de redes sociais por governadores como alternativa à mídiaevidências de Alagoas e do Maranhão de 2015 a 2018

Resumo

Purpose – This dissertation aims to identify substitution effects on the use of social media by incumbent governors in the states of Alagoas and Maranhão from 2015 to 2018 as an alternative to traditional media. Design/Methodology – This study uses a similar systems comparative design to analyze media use and portrayals of governors around Brazil, centering its focus on an ‘outsider’ politician in the state of Maranhão and a traditional dynastic politician from the state of Alagoas. The study was based primarily on the collection of tweets by governors as well as newspaper articles published from 2015 to 2018. Metrics of salience and tone in newspaper coverage and social media usage were calculated from polarity lexicons in Portuguese. These metrics allowed for a comparative analysis of the states during the period of interest.Findings – In both states, the media vehicles of local political dynasties give greater visibility to incumbent governors than other newspapers, but their tone varies depending on the governor’s position in relation to the dynasties. Negative coverage by the traditional media of Maranhão is associated with a stronger use of social media in the case of the non-dynastic ‘outsider’ Governor, Flávio Dino (MA). The opposite holds true in the state of Alagoas, where Governor Renan Filho is part of a dynasty. Research limitations – The main limitation of the dissertation is that it only covers two states in Brazil in a defined period, thus privileging the goal of hypothesis generation as opposite to generalizability. Practical implications – The information collected during the research and the analysis may allow politicians and media outlets to rethink their informational strategies in an increasingly digital environment. Social implications – The results suggest that even politicians who face a hostile media dominated by entrenched elites can make communicational and political inroads via the use of social media. Originality – Based on the theoretical survey, this paper is the first to specifically observe the relationship between traditional and social media in the context of entrenched political powers dynasties in Brazilian states.

Ficha do documento

Tipo

Dissertação

Ano

2019

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/28824

Temas

Administração PúblicaTecnologia

Palavras-chave

Mídias SociaisComunicaçãoDinastias PolíticasSocial mediaCommunicationPolitical dynastiesAdministração públicaRedes sociais on-line - Aspectos políticos - AlagoasRedes sociais on-line - Aspectos políticos - MaranhãoComunicação de massa - Aspectos políticos - AlagoasComunicação de massa - Aspectos políticos - MaranhãoComunicação - Aspectos Políticos - Inovações