Comunicação política, visibilidade e neopopulismo: um estudo sobre campanhas eleitorais do Brasil, da Colômbia e do México
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Data
2022-11-29
Autores
Almeida, Milena Carolina de
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Universidade Estadual Paulista (Unesp)
Resumo
Assim como na década de 1930, desde meados da década de 1990, a América Latina foi palco de experimentações políticas de ordem populista. A região tem se apresentado como cenário propício à atualização dessa corrente, que defende a valorização do povo como protagonista das dinâmicas sociais: o Neopopulismo. Atribui-se a adjetivação “neo” à vertente política por fatores como o uso característico de mídias sociais para promover contato amplo e direto com o eleitorado. No panorama atual de midiatização, porém, não só os políticos têm ampliadas suas potencialidades comunicacionais, mas ao defendido “povo” também se estendem possibilidades de participar ativamente e se envolver em processos políticos, como campanhas eleitorais. Nesse contexto, candidatos representantes do Neopopulismo, como Jair Messias Bolsonaro do Brasil, Iván Duque Marquéz da Colômbia e Andrés Manuel López Obrador do México, fizeram uso das mídias sociais, em especial no Twitter, para contatar os eleitores durante os respectivos processos eleitorais dos quais participaram e venceram em 2018. A Comunicação Política decorrente destas experimentações figura como um quadro de análise que permite a compreensão sobre as formas de participação comunicacional de diferentes atores sociais em campanhas online. Assim, esta pesquisa teve como objetivo refletir sobre como se dá o processo de Comunicação Política Eleitoral envolvendo diferentes atores sociais em campanhas eleitorais neopopulistas realizadas no Twitter. Especificamente, pretendeu-se: compreender o conceito de Neopopulismo e os casos de ascensão de presidenciáveis neopopulistas no Brasil, na Colômbia e no México; assimilar o conceito de Comunicação Política, especificamente em sua vertente eleitoral, e de que forma ela pode ser realizada por diferentes atores sociais, nomeadamente eleitores e candidatos; apreender a dinâmica comunicacional do Twitter, que possibilitou a participação de atores sociais nas campanhas neopopulistas de Bolsonaro, Duque e Obrador; compreender como se efetivou a Comunicação Política Eleitoral nos contextos eleitorais de 2018. Para atingir tais objetivos, a pesquisa foi constituída a partir da combinação entre as vertentes exploratória, descritiva e analítica, e como metodologia analítica a Análise de Conteúdo proposta por Laurence Bardin. Os resultados apreendidos pelo trabalho revelam que o Neopopulismo figura enquanto uma estratégia de liderança política em que personagens carismáticos promovem uma extrema concentração de poder e se apresentam como restituidores de uma ordem perdida. Neste cenário, os políticos que promoveram a ascensão do movimento neopopulista no Brasil, na Colômbia e no México, fizeram uso de crises de credibilidade institucionais para se lançarem como opções externas ao sistema político tido como tradicional. Respondendo a outro objetivo teórico, compreendemos o conceito de Comunicação Política como um plano comunicacional em que estratégias de persuasão, compartilhamento e competição se interseccionam e disputam espaço em cada um dos discursos dos atores sociais; dentro dela, a Comunicação Política Eleitoral se consolida através da interação, direta e indireta, entre os atores sociais envolvidos em campanhas eleitorais, seja para apoiá-las ou para rivalizar com elas. Apreendemos também que as participações dos políticos analisados, seguiram as mesmas estratégias dentro do Twitter, embora Bolsonaro tenha investido mais em interação e no uso de todos os espaços disponíveis, Duque tenha apostado no alto volume de postagens e Obrador tenha adotado uma comunicação mais tradicional, semelhante à realizada em canais de mídia massiva como o Rádio e a Televisão. Quanto à participação do público averiguamos que a figura do eleitor foi muito citada, representada, instigada a participar, mas ainda assim respondeu da forma mais passiva e restrita possível dentre os espaços disponibilizados pelo Twitter.
As in the 1930s, since the mid-1990s, Latin America has been the scene of populist political experimentation. The region has presented itself as a favorable scenario for the updating of this current, which defends the valorization of the people as protagonists of social dynamics: Neopopulism. The adjective “neo” is attributed to the political aspect due to factors such as the characteristic use of social media to promote broad and direct contact with the electorate. In the current scenario of mediatization, however, not only do politicians have their communicational potential expanded, but the defended “people” also extend possibilities to actively participate and get involved in political processes, such as electoral campaigns. In this context, candidates representing Neopopulism, such as Jair Messias Bolsonaro from Brazil, Iván Duque Marquéz from Colombia and Andrés Manuel López Obrador from Mexico, made use of social media, especially on Twitter, to contact voters during the respective electoral processes of which participated and won in 2018. The Political Communication resulting from these experiments appears as an analysis framework that allows for an understanding of the forms of communicational participation of different social actors in online campaigns. Thus, this research aims to reflect on the process of Electoral Political Communication involving different social actors in neopopulist electoral campaigns carried out on Twitter. Specifically, it is intended to: understand the concept of Neopopulism and the rise of neopopulist presidential candidates in Brazil, Colombia and Mexico; assimilate the concept of Political Communication, specifically in its electoral aspect, and how it can be carried out by different social actors, namely voters and candidates; analyze the communicational dynamics of Twitter, which enabled the participation of social actors in the neopopulist campaigns of Bolsonaro, Duque and Obrador; understand how Electoral Political Communication took place in the electoral contexts of 2018. To achieve these objectives, the research was constituted from the combination of exploratory, descriptive and analytical aspects, and as an analytical methodology the Content Analysis proposed by Laurence Bardin. The results obtained by the work reveal that Neopopulism appears as a political leadership strategy in which charismatic characters promote an extreme concentration of power and present themselves as restorers of a lost order. In this scenario, the politicians who promoted the rise of the neopopulist movement in Brazil, Colombia and Mexico made use of institutional credibility crises to launch themselves as options external to the traditional political system. Responding to another theoretical objective, we understand the concept of Political Communication as a communicational plan in which strategies of persuasion, sharing and competition intersect and compete for space in each of the discourses of social actors; within it, Electoral Political Communication is consolidated through direct and indirect interaction between the social actors involved in electoral campaigns, whether to support them or to compete with them. We also learned that the participation of the analyzed politicians followed the same strategies within Twitter, although Bolsonaro has invested more in interaction and in the use of all available spaces, Duque has bet on the high volume of posts and Obrador has adopted a more traditional communication, similar to that carried out in mass media channels such as Radio and Television. As for public participation, we found that the figure of the voter was often mentioned, represented, instigated to participate, but still responded in the most passive and restricted way possible among the spaces provided by Twitter.
As in the 1930s, since the mid-1990s, Latin America has been the scene of populist political experimentation. The region has presented itself as a favorable scenario for the updating of this current, which defends the valorization of the people as protagonists of social dynamics: Neopopulism. The adjective “neo” is attributed to the political aspect due to factors such as the characteristic use of social media to promote broad and direct contact with the electorate. In the current scenario of mediatization, however, not only do politicians have their communicational potential expanded, but the defended “people” also extend possibilities to actively participate and get involved in political processes, such as electoral campaigns. In this context, candidates representing Neopopulism, such as Jair Messias Bolsonaro from Brazil, Iván Duque Marquéz from Colombia and Andrés Manuel López Obrador from Mexico, made use of social media, especially on Twitter, to contact voters during the respective electoral processes of which participated and won in 2018. The Political Communication resulting from these experiments appears as an analysis framework that allows for an understanding of the forms of communicational participation of different social actors in online campaigns. Thus, this research aims to reflect on the process of Electoral Political Communication involving different social actors in neopopulist electoral campaigns carried out on Twitter. Specifically, it is intended to: understand the concept of Neopopulism and the rise of neopopulist presidential candidates in Brazil, Colombia and Mexico; assimilate the concept of Political Communication, specifically in its electoral aspect, and how it can be carried out by different social actors, namely voters and candidates; analyze the communicational dynamics of Twitter, which enabled the participation of social actors in the neopopulist campaigns of Bolsonaro, Duque and Obrador; understand how Electoral Political Communication took place in the electoral contexts of 2018. To achieve these objectives, the research was constituted from the combination of exploratory, descriptive and analytical aspects, and as an analytical methodology the Content Analysis proposed by Laurence Bardin. The results obtained by the work reveal that Neopopulism appears as a political leadership strategy in which charismatic characters promote an extreme concentration of power and present themselves as restorers of a lost order. In this scenario, the politicians who promoted the rise of the neopopulist movement in Brazil, Colombia and Mexico made use of institutional credibility crises to launch themselves as options external to the traditional political system. Responding to another theoretical objective, we understand the concept of Political Communication as a communicational plan in which strategies of persuasion, sharing and competition intersect and compete for space in each of the discourses of social actors; within it, Electoral Political Communication is consolidated through direct and indirect interaction between the social actors involved in electoral campaigns, whether to support them or to compete with them. We also learned that the participation of the analyzed politicians followed the same strategies within Twitter, although Bolsonaro has invested more in interaction and in the use of all available spaces, Duque has bet on the high volume of posts and Obrador has adopted a more traditional communication, similar to that carried out in mass media channels such as Radio and Television. As for public participation, we found that the figure of the voter was often mentioned, represented, instigated to participate, but still responded in the most passive and restricted way possible among the spaces provided by Twitter.
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Palavras-chave
Neopopulismo, Participação, Participation, Mídias sociais, Comunicação política eleitoral, Neopopulism, Social media, Electoral political communication