RSS Cientifico geral The Importance of Social Media for Political Outsiders — Between Disintermediation and Media Hybridism

[RCAAP - RSS GERAL]

Breve resumo:

The research that supports this article sought to ascertain the importance of social media forthe three newest political parties to obtain parliamentary seats for the fi rst time in Portugal, a phenomenon that occurred as a result of the outcome of the 2019 legislative elections and afterwhich the country observes a political culture marked by greater parliamentary fragmentation.It was also intended to ascertain the possible presence of principles and practices alignedwith the theory and practice of public relations in these parties’ perspective on digital communication. To accomplish this undertaking, semi-structured interviews were conductedwith the communication advisors of the three parties in question — Chega, Iniciativa Liberaland Livre —, with the data collected subjected to qualitative content analysis. In addition, thepublications of the offi cial pages of these parties on the social network Facebook during theperiod of the electoral campaign preceding the 2019 legislative elections, from September22th to October 4th, were analyzed under a quantitative framework. The fi ndings of this studyshow that the political parties in question see digital platforms as a priority in communicatingwith the electorate, with the dual function of serving as a substitute for traditional mediacommunication or as a bridge to obtaining that same media coverage.​

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The research that supports this article sought to ascertain the importance of social media forthe three newest political parties to obtain parliamentary seats for the fi rst time in Portugal, a phenomenon that occurred as a result of the outcome of the 2019 legislative elections and afterwhich the country observes a political culture marked by greater parliamentary fragmentation.It was also intended to ascertain the possible presence of principles and practices alignedwith the theory and practice of public relations in these parties’ perspective on digital communication. To accomplish this undertaking, semi-structured interviews were conductedwith the communication advisors of the three parties in question — Chega, Iniciativa Liberaland Livre —, with the data collected subjected to qualitative content analysis. In addition, thepublications of the offi cial pages of these parties on the social network Facebook during theperiod of the electoral campaign preceding the 2019 legislative elections, from September22th to October 4th, were analyzed under a quantitative framework. The fi ndings of this studyshow that the political parties in question see digital platforms as a priority in communicatingwith the electorate, with the dual function of serving as a substitute for traditional mediacommunication or as a bridge to obtaining that same media coverage.

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