Unofficial campaign – The “Against PT Net” in the 2014 election
DOI:
https://doi.org/10.4013/fem.2017.191.10Abstract
The majority of the specialized online election literature is dedicated to the official campaign coordinated by the parties and the candidates. This paper offers a different approach, investigating the role of unofficial agents that campaigned against Dilma Rousseff and PT on Facebook. The argument contends that Internet, more specifically, social media tools, is an arena where new agents challenge the electoral communication framings, further complexifying the political and mediatic ecosystem. We applied methodological procedures of social network analysis in order to map the channels that mobilized the “against PT” discourse on Facebook. The main finding is the hereby called “Against PT Net”, a set of n=532 fan pages, and 5.954 edges that reached an audience of more than 10 million followers. We discuss further implications of this finding for the diversification of research objects in electoral communication.
Keywords: political communication, election, unofficial campaign, against PT, Facebook.
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