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Comunicação estratégica e campanhas eleitorais : o caso do Partido Socialista nas eleições legislativas de 2005 e de 2022
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| 11.2 MB | Adobe PDF |
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Abstract(s)
A presente Dissertação de Mestrado debruça-se sobre a Análise das estratégias comunicacionais do Partido Socialista (PS) nas Eleições Legislativas de 2005 e de 2022, e de que forma estas foram percecionadas pelos cidadãos portugueses. Assim sendo, no enquadramento teórico são analisados temas relevantes como a Comunicação Política e os seus conceitos complementares, a Comunicação Estratégica em contexto eleitoral e as Campanhas Eleitorais e Eleições Legislativas Portuguesas, com destaque para as Eleições Legislativas de 2005 e de 2022. O objetivo desta investigação é o de estudar as Campanhas Eleitorais do Partido Socialista (PS), nos anos de 2005 e de 2022, percebendo que estratégias comunicacionais foram utilizadas, que mudanças surgiram ao longo do tempo, que mensagens políticas foram transmitidas e de que forma foram percecionadas pelos cidadãos portugueses. Para dar resposta à questão de partida “Como é que as estratégias comunicacionais do Partido Socialista nas Eleições Legislativas de 2005 e de 2022 foram percecionadas pelos cidadãos portugueses?”, procurou-se a perspetiva de Assessores de Imprensa e Jornalistas (com uma ligação direta ou indireta ao Partido Socialista), assim como dados relativos ao Inquérito por Questionário, respondido por cidadãos portugueses. Deste modo, foi aplicada uma metodologia mista, composta por Entrevistas Semiestruturadas, por Inquérito por Questionário e por uma Revisão de Literatura, de forma a contextualizar os conceitos de Comunicação Política, Comunicação Estratégica em contexto eleitoral e, numa abordagem nacional, as Eleições Legislativas Portuguesas. A análise das campanhas de 2005 e 2022 revelou que o Partido Socialista (PS) ajustou a sua comunicação às preocupações dos eleitores. Em 2005, o PS dependia mais dos media tradicionais, enquanto em 2022 adotou as redes sociais online para uma interação mais direta com os cidadãos. Os questionários e entrevistas confirmaram que os eleitores consideraram essas mudanças eficazes e que a personalização dos líderes partidários foi também uma estratégia para procurar fortalecer o reconhecimento e a confiança pública.
This Master's Dissertation analyzes the communication strategies of the Socialist Party (PS) in the 2005 and 2022 Legislative Elections, and how they were perceived by Portuguese citizens. Therefore, the theoretical framework analyzes relevant themes such as Political Communication and its complementary concepts, Strategic Communication in an electoral context and Electoral Campaigns and Portuguese Legislative Elections, with emphasis on the 2005 and 2022 Legislative Elections. The aim of this research is to study the Electoral Campaigns of the Socialist Party (PS) in 2005 and 2022, to understand what communication strategies were used, what changes emerged over time, what political messages were transmitted and how they were perceived by Portuguese citizens. To answer the starting question “How were the Socialist Party's communication strategies in the 2005 and 2022 Legislative Elections perceived by Portuguese citizens?”, we sought the perspective of Press Officers and Journalists (with a direct or indirect link to the Socialist Party), as well as data from the Questionnaire Survey, answered by Portuguese citizens. In this way, a mixed methodology was applied, consisting of semistructured interviews, a questionnaire survey and a literature review, in order to contextualize the concepts of political communication, strategic communication in an electoral context and, in a national approach, the Portuguese legislative elections. The analysis of the 2005 and 2022 campaigns revealed that the Socialist Party (PS) adjusted its communication to the concerns of voters. In 2005, the PS relied more on traditional media, while in 2022 it adopted online social networks for more direct interaction with citizens. The questionnaires and interviews confirmed that voters found these changes effective and that the personalization of party leaders was also a strategy to seek to strengthen public recognition and trust.
This Master's Dissertation analyzes the communication strategies of the Socialist Party (PS) in the 2005 and 2022 Legislative Elections, and how they were perceived by Portuguese citizens. Therefore, the theoretical framework analyzes relevant themes such as Political Communication and its complementary concepts, Strategic Communication in an electoral context and Electoral Campaigns and Portuguese Legislative Elections, with emphasis on the 2005 and 2022 Legislative Elections. The aim of this research is to study the Electoral Campaigns of the Socialist Party (PS) in 2005 and 2022, to understand what communication strategies were used, what changes emerged over time, what political messages were transmitted and how they were perceived by Portuguese citizens. To answer the starting question “How were the Socialist Party's communication strategies in the 2005 and 2022 Legislative Elections perceived by Portuguese citizens?”, we sought the perspective of Press Officers and Journalists (with a direct or indirect link to the Socialist Party), as well as data from the Questionnaire Survey, answered by Portuguese citizens. In this way, a mixed methodology was applied, consisting of semistructured interviews, a questionnaire survey and a literature review, in order to contextualize the concepts of political communication, strategic communication in an electoral context and, in a national approach, the Portuguese legislative elections. The analysis of the 2005 and 2022 campaigns revealed that the Socialist Party (PS) adjusted its communication to the concerns of voters. In 2005, the PS relied more on traditional media, while in 2022 it adopted online social networks for more direct interaction with citizens. The questionnaires and interviews confirmed that voters found these changes effective and that the personalization of party leaders was also a strategy to seek to strengthen public recognition and trust.
Description
Keywords
Comunicação estratégica Comunicação política Comunicação digital Partido Socialista Campanhas eleitorais Eleições legislativas portuguesas Strategic communication Political communication Digital communication Socialist party Electoral campaigns Portuguese legislative elections
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CC License
Without CC licence