Engajamento no TikTok dos candidatos às eleições Brasileiras de 2022 – Resultados Iniciais

• Maria Santana UFRPE
• Juliana Lima UFRPE
• Andreiwid Correa IFSP
• Kellyton Brito UFRPE

DOI: https://doi.org/10.5753/brasnam.2023.230641

Resumo

As redes sociais contemporâneas, como Facebook, Twitter e Instagram, têm sido fortemente utilizadas nas campanhas políticas. Nas eleições brasileiras de 2022 uma nova plataforma entrou neste cenário, o TikTok, fundado em 2016 mas que já era a quarta rede mais utilizada no país. Neste contexto, este artigo apresenta um estudo que analisou o uso e o engajamento conseguido nos perfis do TikTok dos dois principais candidatos à presidência do Brasil em 2022, Lula e Bolsonaro. Para isso, foi criada uma taxonomia de classificação dos posts e foram coletados, classificados e analisados todos os 569 vídeos postados pelos candidatos. Como principais resultados, ressalta-se algumas similaridades, como a retórica Ethos, focada no candidato e não na argumentação lógica. Também percebemos diferenças, como o uso de posts seguindo trends apenas por Lula, e o engajamento maior na rede de Bolsonaro quando os posts envolviam influenciadores, ao contrário de Lula que teve mais engajamento relacionado à sua própria imagem.

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