Comunicação política e imagem pública

: o caso do Chega nas eleições legislativas de 2024

Abstract

Political Communication plays a central role in modern politics, especially in a digital and media-saturated world. Strategic Political Communication is essential, having a significant impact on society. The Public Image of politicians also assumes an important role today, influenced by the era of Political Personalization, affecting voter decisions. Political Communication and Public Image are interconnected concepts, depending on each other and not existing in isolation. This master's thesis aims to evaluate the performance of the Communication of the Chega Party and its Leader André Ventura in the last Legislative Elections held in Portugal on March 10, 2024. The goal is to understand the influence of Political Communication in electoral campaigns, identify Political Communication strategies used by Chega, characterize its communication style in the 2024 Legislative Elections, and, lastly, comprehend the influence of Political Communication on André Ventura's Public Image in the 2024 Legislative Elections. Thus, to answer the research question: “What factors, at the level of Political Communication, influenced the Public Image of André Ventura and the Chega Party in the 2024 Legislative Elections?” a Mixed Methodology was used, resulting from a triangulation of three methods: Exploratory Interview with the party's Communication Director, Content Analysis, and Survey by Questionnaire. The Dissertation allowed for the conclusion that the communication strategy developed by the Chega Party and its Leader, André Ventura, had a significant impact on the electoral results of the 2024 Legislative Elections, encompassing the outcomes of the party's digital strategy, using André Ventura's image as a constant factor in their communication.

Date of Award	7 Mar 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)