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Universidade Federal De Juiz De Fora Instituto De Ciências Humanas 1 UNIVERSIDADE FEDERAL DE JUIZ DE FORA INSTITUTO DE CIÊNCIAS HUMANAS João Paulo Almeida Siqueira de Oliveira OBAMA FOR AMERICA: O SENTIDO DE “MUDANÇA” NA ESTRATÉGIA DIGITAL DE BARACK OBAMA JUIZ DE FORA 2011 2 João Paulo Almeida Siqueira de Oliveira Obama for America: o sentido de “mudança” na estratégia digital de Barack Obama Trabalho apresentado ao Programa de Pós-Graduação em Ciências Sociais na linha de pesquisa Cultura, Democracia e Instituições Orientador: Prof. Dr. Raul Francisco Magalhães JUIZ DE FORA 2011 3 4 FICHA APROVAÇÃO - EM ANEXO 5 AGRADECIMENTOS Não poderia deixar de agradecer ao professor Raul Magalhães, ao professor Rubem Barboza e ao secretário do PPGCSO, Francisco Filho, por toda a força e ajuda imprescindível depositadas na reta final desta dissertação. O trabalho também não aconteceria sem o amor sublime por Julieta de Paula e sem a beleza e a compreensão de Nina Zamagno. Fundamentais a paciência e aprendizado ao lado de amigos e amores como minha avó Cyléa, minha mãe, meus irmãos, primos, tios, alunos, colegas de profissão e aqueles que posso nomear: Adelgício de Paula, Aloísio Limp, Ana Marta Ladeira, Bruno Junqueira, Chadas Ustuntas, Daniel Almeida, Felipe Hutter, Francisco Ângelo Brinati, Flávia Vilella, Gustavo Burla, Ivan Cunha, José Geraldo Dominato, Leonardo Paiva, Lúcia Schmidt, Marco Zuchi, Márcio Corino, Maíra Delgado, Nara Pinheiro, Pablo Peixoto, Pedro Salim, Priscilla de Paula, Renato Salles, Rômulo Veiga, Taís Marcato e Vinícius Zaghetto, Além de tantos outros... mesmo os não-pronunciáveis! 6 DEDICATÓRIA Este trabalho é dedicado a dois personagens que marcaram minha vida e que, por questões maiores, não puderam acompanhar in loco o resultado final desta etapa: meu pai, Lúcio Siqueira de Oliveira e o mestre Gilberto Salgado. 7 RESUMO Este trabalho tem como premissa a investigação do efeito sociológico realizado pela campanha Obama for America durante a disputa pela indicação Democrata para a eleição presidencial americana de 2008, Serão descritas as regras do Sistema Eleitoral Americano, o marketing eleitoral no Estados Unidos e as transformações decorridas em relação ao cidadão na passagem do paradigma massificante ao que privilegia o indivíduo e a individuação da sociedade. Serão comparadas a utilização das ferramentas online por esta candidatura e a de sua rival, Hillary Clinton. A semiótica peirceana será aplicada na interpretação dos signos de mudança que compuseram as mensagens aos eleitores americanos em 2008. Palavras-Chaves: Eleições, Internet, Mudança, Obama 8 ABSTRACT This work is premised on the sociological effect of the researchcarried out by Obama for America campaign during the contest for the Democratic nomination for the 2008 U.S. presidential election,will describe the rules of the American electoral system, electoral marketing in the United States and the changes in elapsed citizen in relation to the transition of the massifying that privileges the individual and the individuation of society. Will compare the use of online tools for this application and its rival, Hillary Clinton. Peircean Semiotics will be applied in interpreting the signs of change that composed the message to American voters in 2008. Key-words: Election, Internet, Change, Obama 9 LISTA DE FIGURAS Figura 1 - Logomarca Obama for America ............................................. 160 Figura 2 - BarackObama.com – Anúncio do lançamento da campanha, ao vivo de Springfield, Illinois ............................................................................... 178 Figura 3 Site Barackobama.com pós julho de 2007.................................. 180 Figura 4 Obama Home Page .................................................................... 182 Figura 5 Canal de TV de Obama, uma das principais novidades dessa eleição: canais exclusivos para a linguagem televisiva, porém com acesso via Internet ...................................................................................................................... 184 Figura 6 Página pessoal do candidato no Twitter. Pela ferramenta, informação, comunicação, mobilização e contato "pessoal" com Obama........................ 186 Figura7 Página para registro na rede social My.BarackObama.com - MyBo ....................................................................................................................... 186 Figura 8 Perfil de usuário da rede social MyBo ........................................... 187 Figura 9 “A listing of points and action for Patrick Ruffini. 191 points, 92398th place”. Lista de pontos alcançados por participante da rede de Obama ..... 189 Figura 10 "Coalitons" - Estratégia de Obama procurou atingir nichos e segmentos diferentes com identidade visual próxima, porém específica. A forma como enviou as mensagens também repetiu essa fórmula............... 192 Figura 11 Redes sociais e números da campanha online de Obama mostram que esse investimento foi importante em sua conquista ............................. 194 10 Figura 12 Tabela apresentada por Gouveia em As Tecnologias nas Eleições Primárias de 2008 nos Estados Unidos ....................................................... 195 Figura 13 Cartazes feito por apoiadores em http://designersforobama.org . 197 Figura 14 Caixa lateral no site oficial de Obama. Cores e expressões para a ação............................................................................................................... 198 Figura 15 Facebook Obama – vídeos, lista para telefonemas e outras informações – o Facebook se tornou uma mídia social valorosa durante a campanha para as Primárias......................................................................... 202 Figura 16 percentual de jovens votantes nas Primárias – Aumento da participação em vários estados.................................................................... 204 Figura 17 “Vote Difference” contou com vários signos a favor de Obama, reativando o maniqueísmo americano. Ao lado, outros vídeos feito por apoiadores da campanha............................................................................. 209 Figura 18 assinatura do vídeo “Vote Different” se remete iconicamente à Apple “1984”............................................................................................................ 210 Figura 19 Assinatura comercial "1984" - Apple .......................................... 211 11 SUMÁRIO INTRODUÇÃO 15 1 - O SISTEMA ELEITORAL AMERICANO 33 As origens do colégio eleitoral americano O processo eleitoral americano na atualidade Os delegado e os super delegados A evolução história e a atualidade do sufrágio nos estados unidos O financiamento das campanhas eleitorais nos Estados Unidos Prós e contras do sistema eleitoral americano 2 – A ESCOLHA DO VOTO, PARTICIPAÇÃO E CARISMA NAS ELEIÇÕES 45 Os elementos eleitorais: cidadão, votante, candidato, partido e campanha O valor do voto As teorias sobre a escolha do voto O sistema de crença de massa O comportamento eleitoral e a alienação política A decisão do voto no Modelo de Michigan 3 – O MARKETING POLÍTICO MODERNO NOS ESTADOS UNIDOS 77 Conceituações para o marketing político O marketing político pós-1970 O marketing eleitoral ao jeito americano 4 – POLÍTICA E TECNOLOGIA NAS ELEIÇÕES 96 A tecnologia nas eleições americanas O ciberespaço político – a entrada da mídia digital na disputa eleitoral As campanhas na Internet 12 5 - A INDIVIDUALIZAÇÃO DA SOCIEDADE E A DEMOCRACIA DIGITAL 110 A nova cultura digital: comunicação, tecnologia e rede social Todo poder ao indivíduo: o novo paradigma dominante A Internet como campo democrático e absorvente da comunicação A democracia e a política informacional na Internet 6 – SEMIÓTICA PEIRCEANA APLICADA À CAMPANHA OBAMA FOR 139 AMERICA Metodologia de análise de conteúdos Os ícones – imagem, diagrama e metáfora A aplicação da análise dos signos Análise semiótica do signo investigado: Obama for America 1 – Campanha presidencial Barack Obama 2 – Identidade visual, conteúdos e mensagens da campanha 3 – A simbologia por trás da figura de Obama 7 – A COMUNICAÇÃO PELA INTERNET DE BARACK OBAMA NAS 162 PRIMÁRIAS AMERICANAS DE 2008 O contexto eleitoral As primárias Democrata As tecnologias na Campanha “Obama for America” BarackObama.com As Redes Sociais de Barack Obama A campanha “Obama for America” via e-mail A construção audiovisual independente CONCLUSÃO: UMA INTERPRETAÇÃO DA RELAÇÃO COM O ELEITOR E 213 DO SIGNO DA MUDANÇA 223 REFERÊNCIAS BIBLIOGRÁFICAS 13 14 “No futuro, cada um terá o seu blog” Autor desconhecido 15 INTRODUÇÃO As Eleições Americanas de 2008 representariam uma mudança histórica na racionalidade da conjuntura social e geopolítica empregada desde a queda do muro de Berlim? Negri e Hardt em O Império1, discutiram a formação de um império nos moldes romanos, com células centrais e distribuição de elementos através de conexões. Os Estados Unidos assumiram um papel de maestro global, levando a retórica econômica como fundamento para o bem-estar das estruturas, principalmente, financeiras e não necessariamente, dos indivíduos. O belicismo territorial e financeiro, os signos deferidos pelos produtos culturais e a economia agigantada por valores virtuais, proporcionaram um levante Yanke por várias áreas geográficas, tecnológicas e intelectuais no mundo inteiro. O império consolidado com o desaparecimento da União Soviética levou populações das mais diversas origens e comportamentos, a transformações estruturais e às vezes, radicais, no modo de vida habitual, até mesmo religiosos. O mercado livre, as sanções econômicas aos não-aliados e a política
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