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Abstract(s)
A vitória do candidato Rui Moreira nas Eleições Autárquicas de 2013 no Porto
surpreendeu a sociedade portuguesa. Este inesperado triunfo levou muitos analistas a
abordarem este resultado, enquanto uma clara descredibilização partidária nas sociedades
democráticas.
Apesar deste descrédito, a vitória deste independente deve-se também a uma
construção político-mediática. Assim a presente dissertação tem como objetivo analisar
a visibilidade de Rui Moreira nas Eleições Autárquicas de 2013.
Neste contexto, a componente teórica centra-se nos conceitos de celebridade
política e nas campanhas eleitorais. A primeira noção é possível devido à aproximação
entre media e política. Esta união fomentou uma popularização do discurso público, com
uma mensagem orientada para o espetáculo. Assim várias personalidades com carreira
nos meios de comunicação têm-se candidatado a diferentes eleições. O seu sucesso é
influenciado pela reputação alcançada nos órgãos de informação através de eficientes
campanhas eleitorais. Esta segunda noção teórica é uma forma eficaz junto do eleitor,
resultado da profissionalização da comunicação política.
Perante este cenário, a investigação foca-se numa abordagem quantitativa,
suportada numa análise de conteúdo. Assim os objetivos passam por investigar o
mediatismo de Rui Moreira, tendo em conta as suas atividades na comunicação social e
a sua cobertura jornalística na campanha eleitoral.
Como principal resultado, a investigação sugere que este candidato independente é
uma celebridade política, beneficiando de uma popularização. O estatuto alcançado por
Rui Moreira teve um efeito benéfico na campanha informativa eleitoral, influenciando a
perceção do eleitor.
Rui Moreira’s victory in 2013 municipal elections in Oporto surprised the Portuguese society. This unexpected triumph leads many analysts to talk about an obvious party discredit in democratic contexts. However, the victory of such independent politician is also due to a political and media construction. In this thesis has the purpose to examine Rui Moreira’s visibility in 2013 municipal elections. Therefore the theorical component focuses on political celebrity and electoral campaigns concepts. The first concept is possible due to the approximation between media and politics. The union developed a popularization in public communication, with directed messages to the show. Therefore, many public figures had been applied to different elections. Such success is influenced by good reputation in media and electoral campaigns. This second theorical concept is an effective form with the electorate as a result of the professionalization of political communication. The present research focuses in the quantitative study with content analysis. In that case, the main objectives are the research of the media coverage of Rui Moreira, more specifically his activities in media and his journalistic coverage in the electoral campaign. Our research suggests that this independent candidate is a political celebrity result of popularity. The status attained by Rui Moreira was a benefit for him in media coverage during the election campaign. The positive campaign might have influenced the final results.
Rui Moreira’s victory in 2013 municipal elections in Oporto surprised the Portuguese society. This unexpected triumph leads many analysts to talk about an obvious party discredit in democratic contexts. However, the victory of such independent politician is also due to a political and media construction. In this thesis has the purpose to examine Rui Moreira’s visibility in 2013 municipal elections. Therefore the theorical component focuses on political celebrity and electoral campaigns concepts. The first concept is possible due to the approximation between media and politics. The union developed a popularization in public communication, with directed messages to the show. Therefore, many public figures had been applied to different elections. Such success is influenced by good reputation in media and electoral campaigns. This second theorical concept is an effective form with the electorate as a result of the professionalization of political communication. The present research focuses in the quantitative study with content analysis. In that case, the main objectives are the research of the media coverage of Rui Moreira, more specifically his activities in media and his journalistic coverage in the electoral campaign. Our research suggests that this independent candidate is a political celebrity result of popularity. The status attained by Rui Moreira was a benefit for him in media coverage during the election campaign. The positive campaign might have influenced the final results.
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Keywords
Rui Moreira Celebridade política Campanhas eleitorais Eleições Autárquicas de 2013 Political celebrity Electoral campaigns 2013 Local Elections