1.0 mais do que 2.0? O uso tradicional de suportes inovadores nas campanhas eleitorais

This study presents a comparative analysis of 2011 Portuguese and 2010 Brazilian presidential on-line campaigns, aiming to determine whether the two best poll-positioned candidates, in both countries, managed to make a considerable use of the communication resources of post-modern campaign. Based on a content analysis of messages posted by the candidates during the first round of elections, it was concluded that the Twitter was primordially used to approximate and communicate with the voters. It was also observed we cannot talk about an integral evolution to the political campaign third era, once the candidates missed out the bidirectional communication potential made available by the digital environment interactivity and used the on-line tool simply to publicize their agendas and proposals in order to increase their visibility.