Abstract
This article dwells on a comparative analysis of the 2011 Portuguese and 2010
Brazilian presidential online campaigns. It aims to determine whether the two best poll-positioned candidates in both countries resorted to the social networks, and Twitter in particular, as an interactive tool to reach and communicate with voters, or just as an additional platform to increase visibility. Based upon a content analysis of the messages posted by the candidates during the first turn of the elections, it concludes that candidates privileged the usage of the microblog as a vehicle to divulge their campaign agendas and program proposals, so as to improve their salience and visibility, au lieu of fully exploring the facilities offered by the interactive digital environment. The results impinge upon the vitality and
legitimacy of the public sphere in the digital age to the extent that the candidates did not allow the voters to voice their opinions and the latter did not resort to the Twitter as a way to participate in the campaign.
Brazilian presidential online campaigns. It aims to determine whether the two best poll-positioned candidates in both countries resorted to the social networks, and Twitter in particular, as an interactive tool to reach and communicate with voters, or just as an additional platform to increase visibility. Based upon a content analysis of the messages posted by the candidates during the first turn of the elections, it concludes that candidates privileged the usage of the microblog as a vehicle to divulge their campaign agendas and program proposals, so as to improve their salience and visibility, au lieu of fully exploring the facilities offered by the interactive digital environment. The results impinge upon the vitality and
legitimacy of the public sphere in the digital age to the extent that the candidates did not allow the voters to voice their opinions and the latter did not resort to the Twitter as a way to participate in the campaign.
| Translated title of the contribution | Visibility vs interactivity: Twitter and the presidential election in Portugal and Brazil |
|---|---|
| Original language | Portuguese |
| Title of host publication | Public sphere reconsidered. Theories and practices |
| Editors | João Carlos Correia, Rousiley C. Maia |
| Place of Publication | Covilhã |
| Publisher | Universidade da Beira Interior |
| Pages | 255-272 |
| ISBN (Print) | 9789896540821 |
| Publication status | Published - 2011 |
| Externally published | Yes |
Publication series
| Name | Livros LabCom |
|---|
Keywords
- Presidential elections
- Public sphere (digital)
- Porugal
- Brasil
- Political participation
- Interactivity
