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Universidade Fernando Pessoa Porto, 2009 Nuno José da Costa Gouveia As Novas Tecnologias nas Eleições Primárias de 2008 nos Estados Unidos Universidade Fernando Pessoa Porto, 2009 Nuno José da Costa Gouveia As Novas Tecnologias nas Eleições Primárias de 2008 nos Estados Unidos Universidade Fernando Pessoa Porto, 2009 Nuno José da Costa Gouveia As novas tecnologias nas eleições primárias dos Estados Unidos de 2008 Orientador: Professor Doutor Ricardo Jorge Pinto Dissertação apresentada à Universidade Fernando Pessoa como parte integrante dos requisitos para obtenção do grau de mestre em Ciências da Comunicação, com especialização em Marketing e Comunicação Estratégica. As Novas Tecnologias nas Eleições Primárias de 2008 nos Estados Unidos Resumo A temática central desta dissertação é a utilização das novas tecnologias no âmbito de uma campanha eleitoral. O desenvolvimento desta investigação teve como análise as eleições primárias dos Estados Unidos de 2008. Os objectos de estudo foram as campanhas digitais dos dois candidatos mais importantes do Partido Democrata, Barack Obama e Hillary Clinton, que se debateram entre Janeiro e Junho de 2008 pela nomeação às eleições presidenciais de 2008. A sociedade está desde o final do século XX a passar por um momento de ruptura com o anterior paradigma da comunicação, assente na sociedade de massas, para um novo, sustentado pela individualização dos fenómenos comunicativos. A introdução dos novos media no quotidiano dos indivíduos está a provocar alterações em todas as relações sociais. A forma como o poder político comunica com os cidadãos, também tem vindo sofrer modificações profundas nas últimas décadas. O “eu” digital substituiu o “nós” analógico, conforme se reconhece na revisão bibliográfica efectuada nesta dissertação. E depois de verificarmos os principais conceitos que interagem na linguagem da comunicação e do marketing político, foram analisadas as inovações tecnológicas introduzidas nas últimas eleições ocorridas nos Estados Unidos da América pelos estrategas políticos. Num mundo cada vez mais globalizado, estas foram as eleições primárias mais mediáticas de sempre, que terão influência em todo o mundo. Nesta dissertação não se pretende fazer uma análise profunda aos conteúdos que os candidatos apresentaram no âmbito das novas tecnologias no decorrer da campanha para as eleições primárias. O objectivo é mais modesto, pretendendo somente uma abordagem genérica às estratégias comunicativas dos candidatos, ao utilizarem as novas tecnologias, especialmente a Internet, para divulgarem as suas propostas políticas ao eleitorado. O estudo demonstrou que os dois candidatos não divergiram muito no formato apresentado aos eleitores, mas a convicção e o planeamento foram essenciais para os resultados obtidos por Barack Obama e Hillary Clinton Palavras-chave: Novas Tecnologias, Internet, Redes Sociais, Barack Obama, Hillary Clinton, I As Novas Tecnologias nas Eleições Primárias de 2008 nos Estados Unidos Abstract The central theme of this thesis is the use of new technologies in the context of an election campaign. The development of this research is about the review of the primary season of the 2008 US Presidential Elections. The objects of this study are the digital campaigns of the two major candidates of the Democratic Party, Barack Obama and Hillary Clinton. They fought for the nomination between January and June of 2008. Society is going through a moment of rupture with the previous paradigm of communication, based on the mass of society for a new one, sustained by the individualisation of communication. The introduction of the new media in everyday life of individuals is causing changes in all social relations. The way that political structure communicate with citizens, has also been profound changed in recent decades. The digital "I" replaced the "we" analogue, as assume in the literature review of this dissertation. We substantiate the main concepts that interact in the language of communication and political marketing, and analyzed the latest technological innovations introduced in the U.S. by political strategists in the last elections. In an increasingly globalized world, these were the primary elections with more media and will influence the world. This dissertation is not intended to make a deep analysis of content that the candidates presented in the context of new technologies during the primary season. The aim is more modest, claiming only a generic approach to the communicative strategies of the candidates in the use of new technologies, especially the Internet, to disseminate its policy proposals to the electorate. The study showed that the two candidates do not differ much in the plan presented to voters, but the self-reliance and research were essential to the results to Barack Obama and Hillary Clinton. Key-words: New Techonologies, Internet, Social Web, Barack Obama, Hillary Clinton II As Novas Tecnologias nas Eleições Primárias de 2008 nos Estados Unidos Agradecimentos Esta tese tem um significado especial. Tive um enorme gosto em desenvolver o trabalho de acompanhamento das eleições americanas de 2008, não somente pelo trabalho realizado na tese, mas especialmente nos meus escritos diários no blogue de acompanhamento “Eleições Americanas de 2008”, que escrevi entre Setembro de 2007 e Janeiro de 2009. Portanto, os meus agradecimentos serão estendidos também a todos aqueles que foram importantes para o sucesso alcançado pelo blogue. Um agradecimento às dezenas de milhares de leitores que tive durante os 16 meses de actividade. Sem os seus comentários e as suas visitas, não teria tido a capacidade e o estofo manter a actividade que desenvolvi. Ao Portugal Diário e à LPM-Comunicação, que consideraram o blogue uma mais-valia para as suas organizações. A cobertura que efectuei para o blogue durante a Convenção Nacional Republicana de Minneapolis foi uma experiência inesquecível. Por isso, o meu sincero reconhecimento ao Republican National Committee, na pessoa de Matt Burns. Tenho também um especial sentido de gratidão pelo orientador desta tese, Prof. Dr. Ricardo Jorge Pinto. O seu entusiasmo pelo tema, e a sabedoria dos seus aconselhamentos tornaram o meu trabalho mais simples e acessível. Ao longo dos meses em que fui acompanhando as incidências da campanha presidencial, os seus conselhos foram sempre fundamentais para aprofundar as minhas pesquisas sobre áreas menos visíveis do processo político. Por fim, um agradecimento especial à minha mãe, irmã, irmão e cunhada, que com a sua paciência e compreensão, me ajudaram a transpor difíceis obstáculos que surgiram durante o último ano e meio. III As Novas Tecnologias nas Eleições Primárias de 2008 nos Estados Unidos Índice Introdução .................................................................................................................................1 Capitulo I - A construção da Sociedade 2.0...........................................................................4 1.1– De Gutenberg à sociedade de massas .............................................................................5 1.2- O individualismo como paradigma dominante..............................................................11 1.3 – A Internet revoluciona o mundo ..................................................................................14 1.3. – Os Novos Media no século XXI .................................................................................19 Capítulo II - Marketing Político............................................................................................23 2.1 – Marketing Político – definições e evolução.................................................................23 2.2 – Marketing Político – A despolitização da política? .....................................................30 2.3 – Marketing Eleitoral - The American Way ....................................................................31 Capitulo III - A tecnologia ao serviço da política ................................................................38 3.1 – Da revolução americana até à era da digital ................................................................39 3.2 – A política na era digital................................................................................................43 3.3 – Campanhas online........................................................................................................45 Capitulo IV - Estados Unidos da América – A mais antiga democracia do mundo.........51 4.1 – Sistema político americano..........................................................................................51 4.1.1 – O Presidente dos Estados Unidos da América ......................................................52 4.1.2 – A Câmara dos Representantes...............................................................................54 4.1.3 – O Senado ...............................................................................................................54 4.1.4 – Supremo Tribunal Federal.....................................................................................55 4.2 - Partidos Políticos ..........................................................................................................55 4.2.1 O Partido Democrata................................................................................................56 4.2.2 – O Partido Republicano ..........................................................................................57 4.3 – Processo de nomeação dos candidatos: as primárias ...................................................58 4.3.1
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