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ETDs @PUC-Rio
Estatística
Título: ONLINE POLITICAL ADS: ELECTORAL VISIBILITY AND AMERICANIZATION IN CANDIDACIES FOR FEDERAL DEPUTY IN 2018 AND 2022
Autor: RAUL MARQUES PIMENTEL
Colaborador(es): MARCELO ALVES DOS SANTOS JUNIOR - Orientador
Catalogação: 10/SET/2024 Língua(s): PORTUGUESE - BRAZIL
Tipo: TEXT Subtipo: THESIS
Notas: [pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio.
[en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio.
Referência(s): [pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=67935&idi=1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=67935&idi=2
DOI: https://doi.org/10.17771/PUCRio.acad.67935
Resumo:
Electoral campaigns are being transformed by the use of online political ads, especially with the advent of digital technologies originated in the United States post-2016. Therefore, the objective of this research is to investigate the transformation on Brazilian electoral campaigns, considering there are not many papers about this issue in the field. To accomplish this, a literature review is conducted to study electoral visibility in Brazilian political context, the traditional concept of Americanization and online political ads – referred to in Brazil as impulsionamento. For this purpose, two empirical approaches are conducted: the first one is quantitative and analyses expenses of candidates for Federal Deputy in 2018 and 2022 elections; the second is qualitative and investigates, through semistructured interviews, campaign professionals perceptions of the use of the tool. The results reveal three main points: (1) online political advertisements are used as a compensatory means of electoral visibility for campaigns with lower total budgets; (2) online political advertisements are used as a complementary mechanism of electoral visibility for larger-budget campaigns; and (3) there is a clear gain in influence of platforms owned by hegemonic American companies in the digital market in Brazilian elections.
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