IMPULSIONAMENTO DE CONTEÚDO NAS ELEIÇÕES DE 2022: Estratégias no Facebook e Instagram dos candidatos ao Governo do Maranhão

Abstract

This dissertation analyzes the campaign strategies of two Maranhão government candidates in the 2022 elections, focusing on the use of content drive on Facebook and Instagram. The study analyzes frequency, segmentation, formats and topics of the two contents promoted by the three most voted candidates for the position of governor: Carlos Brandão (PSB), re-elected governor, Lahesio Bonfim (PSC) and Weverton Rocha (PDT). The research seeks to understand how candidates will use paid resources to influence the electorate and determine the priorities in the strategies applied in the two social networks. The adopted methodology is based on the content analysis proposed by Sampaio and Lycarrião (2021), with a mixed approach, using data from the Meta Announcements Library, which allows the extraction of data from two announcements made by the candidates during the election campaign, between the days 08/16 and 09/30/2022, ou seja, 45 days. A quantitative analysis examines the allocation of financial resources, the days of the week of greatest activity, the duration of the promotions, as well as the age and gender of the public reached by the paid posts. A qualitative analysis, in turn, categorizes the topics addressed in the promoted content, such as meta-campaign, image and proposals, in order to understand the priorities and approaches of each candidate in communication with the electorate. The results reveal different campaign strategies. Carlos Brandão led the number of impulses and investments, with a focus on strengthening his image and reputation, using mainly the video format and exploring topics such as provision of accounts and political support. Lahesio Bonfim allocates a larger plot of his orçamento para impulsamento, with a communication focused on specific niches and exploring topics such as image of adversário and health. Weverton Rocha sought to maximize the reach with low-cost investments, primarily using the video format and presenting a detailed government plan, with emphasis on the critical theme. The strategies applied on Facebook and Instagram play a relevant role in the electoral campaigns for the government of Maranhão in 2022, with different approaches, particularities and priorities of each candidacy, as they vary in terms of investment, frequency, formats and themes, expressively prevailing or use of videos.