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Abstract(s)
Brand personality é o foco deste trabalho, que pretende estudar a personalidade na
comunicação política portuguesa, adotando uma visão comercial que encara os líderes e
partidos como marcas políticas. Neste sentido, questionase: De que modo se distingue a
brand personality dos líderes e partidos políticos portugueses, demonstrada através da sua
comunicação política digital? Para tal, foram definidos os seguintes objetivos: 1. Identificar
e analisar a existência de brand personalities específicas dos partidos políticos portugueses
e seus líderes; 2. Comparar a brand personality entre cada partido e líder político; 3.
Identificar as semelhanças e diferenças de brand personality internamente entre partidos e
os seus próprios líderes; 4. Investigar a correlação entre brand personality e interação do
público com a comunicação divulgada. Através de método de análise de conteúdo baseado
em Rutter et al. (2018) são analisados 2.568 tweets nas contas dos líderes e partidos
portugueses, durante Campanha Legislativa 2022, consoante as dimensões de
personalidade definidas por Aaker (1997). O estudo conclui que brand personality é uma
variável presente e distinta na comunicação política digital em Portugal, ainda que a
predominância destas características oscile entre atores políticos. Apesar da existência de
uma tendência para valorizar as dimensões de Competência e Robustez em detrimento de
Sinceridade, Sofisticação e Entusiasmo, todas as contas apresentam composições de brand
personality distintas. Constatase ainda uma desconexão generalista entre as brand
personalities dos partidos e dos líderes, demonstrando ausência de coordenação de
estratégias de comunicação. Por fim, não se comprova uma relação entre interação e brand
personality.
Brand personality is the focus of this research, which aims to study personality in Portuguese political communication, from a commercial perspective that interprets leaders and political parties as political brands. In this sense, the research question is: How is brand personality distinguished among Portuguese political leaders and parties, through its online political communication? To this end, the following objectives were determined: 1. Identify and analyse the existence of brand personalities specific to Portuguese political parties and their leaders; 2. Compare brand personality between each political party and leader; 3. Identify the similarities and differences of brand personality internally between parties and their own leaders; 4. Investigate the correlation between brand personality and public interaction with the communication posted. Through a content analysis method based on Rutter et al. (2018), 2,568 tweets from Portuguese leaders and parties’ accounts are analysed, during the 2022 Legislative Campaign, according to Aaker’s (1997) personality scale. This research concludes that brand personality is an existing and distinctive variable in online political communication in Portugal, although with varying predominance among political actors. Despite a tendency to value Competence and Ruggedness above Sincerity, Sophistication and Excitement, all accounts present distinct brand personality combinations. There is also a general disconnection between parties and their leaders’ brand personalities, demonstrating a lack of coordination in communication strategies. Finally, there is no evidence of a link between audience interaction and brand personality.
Brand personality is the focus of this research, which aims to study personality in Portuguese political communication, from a commercial perspective that interprets leaders and political parties as political brands. In this sense, the research question is: How is brand personality distinguished among Portuguese political leaders and parties, through its online political communication? To this end, the following objectives were determined: 1. Identify and analyse the existence of brand personalities specific to Portuguese political parties and their leaders; 2. Compare brand personality between each political party and leader; 3. Identify the similarities and differences of brand personality internally between parties and their own leaders; 4. Investigate the correlation between brand personality and public interaction with the communication posted. Through a content analysis method based on Rutter et al. (2018), 2,568 tweets from Portuguese leaders and parties’ accounts are analysed, during the 2022 Legislative Campaign, according to Aaker’s (1997) personality scale. This research concludes that brand personality is an existing and distinctive variable in online political communication in Portugal, although with varying predominance among political actors. Despite a tendency to value Competence and Ruggedness above Sincerity, Sophistication and Excitement, all accounts present distinct brand personality combinations. There is also a general disconnection between parties and their leaders’ brand personalities, demonstrating a lack of coordination in communication strategies. Finally, there is no evidence of a link between audience interaction and brand personality.
Description
Keywords
Brand personality Comunicação política digital Política portuguesa Redes sociais Marcas políticas Online political communication Portuguese politics Social media Political brands