O storytelling na campanha presidencial portuguesa de 2016. Rebelo de Sousa vs. Sampaio da Nóvoa

Autores

DOI:

https://doi.org/10.1590/s0102-6992-202035030011

Palavras-chave:

Storytelling, narrativa, campanha política, Portugal, personagens, enredo

Resumo

O objetivo deste estudo foi o de analisar a narrativa da campanha política dos dois principais candidatos à presidência da república portuguesa nas eleições de 2016: Marcelo Rebelo de Sousa e Antonio Sampaio da Nóvoa. A metodologia foi a da análise do conteúdo dos Personagens e da Trama em seus respectivos discursos de apresentação de candidatura e nas notícias sobre suas campanhas no jornal diário o Público e no semário Expresso, entre 24 de novembro de 2015 e 23 de janeiro de 2016. Os resultados mostram que Rebelo de Sousa se caracterizou por uma maior porcentagem de alusões à figura do Herói e ao dia da votação, enquanto no Sampaio da Nóvoa se destaca uma maior porcentagem nas referências ao Vilão.

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Biografia do Autor

Jaime López Díez, Universidad Complutense de Madrid

Profesor Asociado do Departamento de Ciencias da Comunicação Aplicada de la Universidad Complutense de Madrid (UCM). Madrid, Espanha.

Jorge Verissimo, Instituto Politécnico de Lisboa

Doutor em Sociologia, na especialidade de Sociologia da Comunicação, pelo ISCTE-Instituto Universitário de Lisboa (2005). Professor Coordenador na Escola Superior de Comunicação Social (ESCS), do Instituto Politécnico de Lisboa (IPL), Diretor da licenciatura em Publicidade e Marketing. Lisboa, Portugal.

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Publicado

27-11-2020

Como Citar

López Díez, J., & Verissimo, J. (2020). O storytelling na campanha presidencial portuguesa de 2016. Rebelo de Sousa vs. Sampaio da Nóvoa . Sociedade E Estado, 35(03), 909–933. https://doi.org/10.1590/s0102-6992-202035030011

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