Propaganda eleitoral digital no Brasil: estratégias de segmentação de candidaturas à presidência em 2018 no Facebook
Brazilian electoral communication underwent transformations in 2018. The authorization of political ads on social media and search engines presents significant novelties for online electoral advertising strategies in the country. The purpose of this article is to analyze the impacts of the political...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2023 |
| País: | Brasil |
| Institución: | Universidade Federal do Rio de Janeiro (UFRJ) |
| Repositorio: | Revista Eco-Pós (Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.revistaecopos.eco.ufrj.br:article/27914 |
| Acceso en línea: | https://revistaecopos.eco.ufrj.br/eco_pos/article/view/27914 |
| Access Level: | acceso abierto |
| Palabra clave: | comunicação política eleições propaganda política digital direcionamento political communication elections political ads targeting |
| Sumario: | Brazilian electoral communication underwent transformations in 2018. The authorization of political ads on social media and search engines presents significant novelties for online electoral advertising strategies in the country. The purpose of this article is to analyze the impacts of the political ads on Facebook of the presidential candidates in 2018, in order to verify if and how the campaign teams developed segmentation and content targeting strategies. The results show that certain states and age cut-offs were privileged and received more investment over others. Finally, we discuss how the boosting of publications reduces the institutional and public character of electoral communication, as it transfers to private and transnational |
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