Efeitos de Comunicação no Caso do Pré-Sal: O acidente na plataforma da British Pretroleum no Golfo do México e os efeitos de comunicação para o Pré-Sal no Brasil

A case study on the correlation between the accident on the British Petroleum platform in the Gulf of Mexico in 2010 and the message effects for the Brazilian audience in the Pre-Salt campaign. The Pre-Salt was widely publicized to the Brazilian population through advertising campaigns broadcast on television by Petrobras and the Federal Government of Brazil in the years 2008-10. Three advertisements aired in the prime time of open television pier in the country served as a basis for the analysis of message effects based on the theories of attention, perception, agenda-setting, and memory. As a hypothesis, it was considered that the Brazilian media's disclosure of the accident in the Gulf of Mexico would in no way affect the audience's perception of the Pre-Salt, given that it was already consolidated by the advertising messages broadcast on TV. Quantitative approach with data collection on Twitter from April to September 2009 (period in which the Brazilian media covered the accident that occurred on the oil platform in the Gulf of Mexico. Among the 499 messages collected on the social network identified by the hashtags #presal, #golfodomexico, #BP, and #leakage, only 12% related the accident to possible environmental risks arising from the exploration of the Pre-Salt layer. The low correlation index between the themes indicated the reverberation of the agenda promoted by the Brazilian media in favor of exploration of the natural resource, as well as the construction of a process of resistance to information that favored a positive bias in the national political and economic spheres on the investigated topic.