Para uma análise de conteúdo às páginas oficiais de campanha no Facebook
o caso das Autárquicas de 2017
DOI:
https://doi.org/10.4000/cp.7098Palavras-chave:
redes sociais, interatividade, campanha eleitoralResumo
O artigo apresenta um codebook desenvolvido para a análise de conteúdo às páginas oficiais de campanha na rede social Facebook1. O objetivo é avaliar o estado da comunicação e do marketing político em Portugal no que ao uso das redes sociais diz respeito e verificar se as campanhas caminham em direção ao paradigma da web 2.0 ou se continuam a desenvolver campanhas de tipo 1.0. Para tal, este codebook olha para a interatividade, o formato e o conteúdo das publicações e contempla quatro dimensões distintas: caracterização geral, envolvimento, conteúdo e sofisticação.
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