Das mídias massivas às mídias digitais: uma análise das estratégias midiáticas nas propagandas políticas dos candidatos à prefeitura de Juiz de Fora em 2016

Abstract

Based on the mutual influence established between the fields of media and politics, this dissertation proposes to initially discuss the centrality of the media field in contemporary times and the growing process of mediatization of social life. The research develops a study on the political and media strategies used by candidates for the City of Juiz de Fora in 2016 – Bruno Siqueira (PMDB), Margarida Salomão (PT), Noraldino Junior (PSC) and Wilson Rezende (PSB) – from the analysis of the Free Election Hours (HGPE) programs and their respective fanpages. The study focuses on the first and second rounds of the municipal election of Juiz de Fora in 2016. As a theoretical foundation, the article discusses how the media and political interface generates a personalistic and spectacular campaign (GOMES, 2004; MANIN, 1995). Information and data on the regulation of electoral propaganda are presented, which, in 2015, changed and was reduced in the mass media (ALDÉ; BORBA, 2016), the role of TV and its place in media consumption in Juiz de Outside (CHAVES, 2016). We discuss the role of the Internet and social networks in electoral campaigns in Brazil since the 2010 election, which represented the milestone of the use of this new type of media. As a methodological technique for data analysis, we used Content Analysis (Bardin, 1977). According to Oliveira (2004), the campaign and metacampaign segments are analyzed and cataloged, the types of languages used and if these are adapted to the grammar of the media. In the fanpages it is analyzed whether there is a recurrence or not of the subjects treated in the HGPE and the emphasis in the segments of metacampanha. It starts from the hypothesis that we experience a transition from the models of political propaganda, moving to a hybrid model between mass media and digital media that complement each other.