A influência do facebook na decisão de voto: um estudo de caso da eleição presidencial brasileira de 2018
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2020
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As redes sociais têm desempenhado, progressivamente, um papel crucial enquanto
canais de comunicação de diversas instituições e agentes, dentre eles, os candidatos
políticos. Dentro do cenário de Marketing Político, o Facebook se apresenta como uma
alternativa amplamente utilizada em campanhas eleitorais, de forma a atrair, auxiliar
e influenciar eleitores ao redor do mundo.
Embora haja concordância generalizada de que a rede social desempenhe um papel de
relevância nos períodos eleitorais, o real impacto deste canal de comunicação na
decisão de voto permanece discutível dentro da literatura, possivelmente por sua
dificuldade de mensuração.
Assim, o presente estudo se propôs a investigar a influência que o Facebook tem na
decisão de voto dos eleitores, através de um estudo de caso sobre a eleição presidencial
brasileira de 2018. Para que se conseguisse responder às questões de investigação, a
metodologia utilizada consistiu em pesquisa quantitativa, através de um inquérito por
questionário e respectiva análise das respostas. O tratamento dos dados recolhidos foi
realizado utilizando como recurso o Excel, compatível com versão Windows 10. A
amostra reúne 206 respondentes, tendo a sua quase totalidade conta de utilizador no
Facebook.
A presente investigação concluiu que, socialmente, os eleitores confirmam a influência
que o Facebook desempenha sobre a decisão de voto. Contudo, no âmbito pessoal, a
maior parcela dos inquiridos tende a afirmar que a rede social não desempenha
influência sobre sua decisão de voto.
Ademais, percebe-se que o Facebook aparenta perder força frente a outros canais de
comunicação, como demais redes sociais e sites oficiais dos candidatos, pois parte
majoritária dos inquiridos afirma não considerar utilizar a rede social como fonte de
informação que ajude a decisão de voto em eleições futura
Social networks have, progressively, played a crucial role as communication channels for various institutions and agents, including political candidates. Within the Political Marketing scenario, Facebook is presented as an alternative widely used in election campaigns, in order to attract, assist and influence voters all around the world. Although it is widely agreed that the social network plays a relevant role in electoral periods, the real impact of this communication channel on the voting decision remains debatable within the literature, probably due to the difficulty in measuring it. Thus, this study aimed to investigate the influence that Facebook has on voters' voting decision, through a case study on the 2018 Brazilian presidential election. In order to be able to answer the investigation questions, the methodology used consisted of quantitative research, through a questionnaire survey and respective analysis of responses. The collected data was analyzed using Excel, compatible with Windows 10 version, as a resource. The sample includes 206 respondents, almost all of whom have a Facebook user account. The present investigation concluded that, socially, voters confirm the influence that Facebook has on the voting decision. However, in the personal sphere, most respondents tend to affirm that the social network has no influence on their voting decision. In addition, it is clear that Facebook seems to lose strength in relation to other communication channels, such as other social networks and official candidates’ websites, as the majority of respondents say they do not consider using the social network as a source of information to help the voting decision in future elections.
Social networks have, progressively, played a crucial role as communication channels for various institutions and agents, including political candidates. Within the Political Marketing scenario, Facebook is presented as an alternative widely used in election campaigns, in order to attract, assist and influence voters all around the world. Although it is widely agreed that the social network plays a relevant role in electoral periods, the real impact of this communication channel on the voting decision remains debatable within the literature, probably due to the difficulty in measuring it. Thus, this study aimed to investigate the influence that Facebook has on voters' voting decision, through a case study on the 2018 Brazilian presidential election. In order to be able to answer the investigation questions, the methodology used consisted of quantitative research, through a questionnaire survey and respective analysis of responses. The collected data was analyzed using Excel, compatible with Windows 10 version, as a resource. The sample includes 206 respondents, almost all of whom have a Facebook user account. The present investigation concluded that, socially, voters confirm the influence that Facebook has on the voting decision. However, in the personal sphere, most respondents tend to affirm that the social network has no influence on their voting decision. In addition, it is clear that Facebook seems to lose strength in relation to other communication channels, such as other social networks and official candidates’ websites, as the majority of respondents say they do not consider using the social network as a source of information to help the voting decision in future elections.
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Orientação: Miguel Nuno Vieira de Carvalho d´Abreu Varela
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, MARKETING POLITICO, REDES SOCIAIS, FACEBOOK, ELEIÇÕES PRESIDENCIAIS, ESTUDOS DE CASO, COMMUNICATION, MARKETING, POLITICAL MARKETING, SOCIAL NETWORKS, FACEBOOK, PRESIDENTIAL ELECTIONS, CASE STUDIES, BRASIL, BRAZIL