As eleições presidenciais de 2018 e o marketing político digital: um estudo das lives de Jair Bolsonaro e de Fernando Haddad, à luz da Teoria do Discurso de Ernesto Laclau e Chantal Mouffe.

Abstract

This dissertation aims, from the use of the Discourse Theory, conceptualized by Ernesto Laclau and Chantal Mouffe, to perform an analysis of the construction of the discursive rhetoric of the presidential candidates Jair Messias Bolsonaro and Fernando Haddad. The social impact of Information and Communication Technologies (ICTs), as well as other factors related to the electoral legislation in Brazil, were determining factors to give rise to a new way of structuring digital political marketing, based on the use of audiovisual resources and simultaneous interaction with the audience. Based on concepts derived from Digital Sociology, we seek to understand this phenomenon, which includes the increasing influence of digital platforms over the Brazilian electorate. The empirical dimension of this research is centered on the analysis of four (4) live broadcasts of candidates Jair Bolsonaro and Fernando Haddad. Our objects of analysis were broadcast on the social network Facebook during the 2018 election period (between the months of August and October of that year). As research methodology we adopted a mixed approach, from the integration between Content Analysis (CA) and Discourse Analysis (AD).