Electoral campaigns on Facebook:

use in the 2016 municipal election in Curitiba

Authors

  • Edna Miola Doutora em Comunicação Social (UFMG) e Professora do curso de Comunicação Organizacional da Universidade Tecnológica Federal do Paraná (UTFPR)
  • Francisco Paulo Jamil Marques Doutor em Comunicação e Cultura Contemporâneas (UFBA), Professor da Universidade Federal do Paraná (UFPR) e Bolsista de Produtividade em Pesquisa do CNPq
  • Nayane Pantoja Cardoso Bacharel em Comunicação Organizacional (UTFPR) e Bolsista PIBIC/Fundação Araucária e bolsista PIBITI/CNPq
  • Camila Raphaela Peres Mancio Estudante de Comunicação Organizacional (UTFPR) e Voluntária do Programa de Iniciação Científica (PIVIT/UTFPR)

DOI:

https://doi.org/10.32335/2238-0426.2018.8.21.1057

Keywords:

Political Communication, Online campaigns, Strategic communication, Social network sites, Facebook

Abstract

The article examines the Facebook pages of the candidates who run for the City Hall of Curitiba in the first round of the 2016 elections. Our intention is to identify the main forms of use of the social network site and to evaluate the levels of public engagement they experienced. Therefore, we provide a comparative analysis of 2701 posts published between August 16 and September 30. Our focus relies on the following quantitative variables: publication volume, temporal distribution of posts and type and volume of engagement verified in each one of them. Among the results, we found that (1) strategies tailored to Facebook relevance algorithm only partially are associated with greater public engagement; (2) not all candidates favor the type of content that the algorithm prioritizes; and (3) Facebook engagement does not reflect the performance of the candidates at the polls nor at the ballot – an observation that reinforces the need to avoid technological determinism.

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Published

2018-08-06

How to Cite

Miola, E., Marques, F. P. J., Cardoso, N. P., & Mancio, C. R. P. (2018). Electoral campaigns on Facebook:: use in the 2016 municipal election in Curitiba. Conhecer: Debate Entre O Público E O Privado, 8(21), 78–97. https://doi.org/10.32335/2238-0426.2018.8.21.1057

Issue

Vol. 8 No. 21 (2018)

Section

Artigos

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