How Politicians Communicate in Social Media: A Cross-Platform Study
Resumo
With the advent of social media, politicians have access to a new way of communicating with their constituents. It made it possible for politicians without television time, considered essential for a campaign, to expose their ideas and reach a large part of the electorate. As it is a relatively recent phenomenon, researchers from different areas of knowledge have found fertile ground to carry out their research. However, most studies focus on analyzing politicians’ communication on only one social media. In this work, we performed a cross-platform analysis of the communication of Brazilian politicians on Facebook, Instagram, and Twitter. We quantified the posts of these politicians, how much they replicate content and the level of engagement on each of the three social networks. In addition, we grouped and characterized the profiles and communication strategies used by these politicians. As a result, we observed that the majority post on the three social networks, there is diversity in the strategic choice of the main media and there are many politicians who only replicate content on the three networks. However, some post a lot of messages and adapt the content for each network, which suggests management by communication professionals on social media. We also verified that there are several communication profiles, from comical to controversial, with the eclectic profile prevailing, which diversifies the style of the posts.
Palavras-chave:
Cross-platform, Social Media, Political, Communication
Referências
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Raquel Recuero, Felipe Bonow Soares, and Anatoliy Gruzd. 2020. Hyperpartisanship, Disinformation and Political Conversations on Twitter: The Brazilian Presidential Election of 2018. Ted Rogers School of Management, 3 Social Media Lab 1, 2 (2020), 569–578.
Julio CS Reis and Fabrício Benevenuto. 2021. Supervised Learning for Misinformation Detection in WhatsApp. In Proceedings of the Brazilian Symposium on Multimedia and the Web. 245–252. https://doi.org/10.1145/3470482.3479641
Richard Rogers et al. 2017. Digital methods for cross-platform analysis. The SAGE handbook of social media (2017), 91–110. https://doi.org/10.4135/9781473984066.n6
P.V. Savyan and S. Mary Saira Bhanu. 2017. Behaviour Profiling of Reactions in Facebook Posts for Anomaly Detection. In 2017 Ninth International Conference on Advanced Computing (ICoAC). 220–226. https://doi.org/10.1109/ICoAC.2017.8441402
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Ye Tian, Thiago Galery, Giulio Dulcinati, Emilia Molimpakis, and Chao Sun. 2017. Facebook sentiment: Reactions and Emojis. In Proceedings of the Fifth International Workshop on Natural Language Processing for Social Media. Association for Computational Linguistics, Valencia, Spain, 11–16. https://doi.org/10.18653/v1/W17-1102
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Moran Yarchi, Christian Baden, and Neta Kligler-Vilenchik. 2021. Political polarization on the digital sphere: A cross-platform, over-time analysis of interactional, positional, and affective polarization on social media. Political Communication 38, 1-2 (2021), 98–139. https://doi.org/10.1080/10584609.2020.1785067
Vithor Gomes Bertalan and Evandro Eduardo Seron Ruiz. 2019. Using topic modeling to find main discussion topics in brazilian political websites. In Proceedings of the 25th Brazillian Symposium on Multimedia and the Web. 245–248. https://doi.org/10.1145/3323503.3360644
Council on Foreign Relations. 2018. WhatsApp’s Influence in the Brazilian Election and How It Helped Jair Bolsonaro Win. [link].
Marcelo Pereira de Souza, Flávio Roberto Matias da Silva, Paulo Márcio Souza Freire, and Ronaldo Ribeiro Goldschmidt. 2020. A linguistic-based method that combines polarity, emotion and grammatical characteristics to detect fake news in portuguese. In Proceedings of the Brazilian Symposium on Multimedia and the Web. 217–224. https://doi.org/10.1145/3428658.3430975
Cole Freeman, Hamed Alhoori, and Murtuza Shahzad. 2020. Measuring the diversity of Facebook reactions to research. Proceedings of the ACM on Human-Computer Interaction 4, GROUP (2020), 1–17. https://doi.org/10.1145/3375192
Yevgeniy Golovchenko, Cody Buntain, Gregory Eady, Megan A Brown, and Joshua A Tucker. 2020. Cross-platform state propaganda: Russian trolls on Twitter and YouTube during the 2016 US presidential election. The International Journal of Press/Politics 25, 3 (2020), 357–389. https://doi.org/10.1177/1940161220912682
Manoel Júnior, Philipe Melo, Ana Paula Couto da Silva, Fabrício Benevenuto, and Jussara Almeida. 2021. Towards Understanding the Use of Telegram by Political Groups in Brazil. In Proceedings of the Brazilian Symposium on Multimedia and the Web. 237–244. https://doi.org/10.1145/3470482.3479640
David JC MacKay and David JC Mac Kay. 2003. Information theory, inference and learning algorithms. Cambridge university press. https://dl.acm.org/doi/book/10.5555/971143
Lucas Santos de Oliveira, Marcelo Santos Amaral, and Pedro OS Vaz-de Melo. 2021. Long-term Characterization of Political Communications on Social Media. In IEEE/WIC/ACM International Conference on Web Intelligence and Intelligent Agent Technology. 95–102. https://doi.org/10.1145/3486622.3493934
Lucas Santos De Oliveira, Pedro OS Vaz-de Melo, Marcelo S Amaral, and José Antônio G Pinho. 2020. Do politicians talk about politics? assessing online communication patterns of brazilian politicians. ACM Transactions on Social Computing 3, 4 (2020), 1–28. https://doi.org/10.1145/3412326
Natasha Bachini Pereira. 2011. Sob o piado do Twitter: o novo tom das campanhas eleitorais no Brasil com a difusão da internet. In Congresso Luso Afro Brasileiro de Ciências Sociais, Vol. 11. 1–23.
Raquel Recuero, Felipe Bonow Soares, and Anatoliy Gruzd. 2020. Hyperpartisanship, Disinformation and Political Conversations on Twitter: The Brazilian Presidential Election of 2018. Ted Rogers School of Management, 3 Social Media Lab 1, 2 (2020), 569–578.
Julio CS Reis and Fabrício Benevenuto. 2021. Supervised Learning for Misinformation Detection in WhatsApp. In Proceedings of the Brazilian Symposium on Multimedia and the Web. 245–252. https://doi.org/10.1145/3470482.3479641
Richard Rogers et al. 2017. Digital methods for cross-platform analysis. The SAGE handbook of social media (2017), 91–110. https://doi.org/10.4135/9781473984066.n6
P.V. Savyan and S. Mary Saira Bhanu. 2017. Behaviour Profiling of Reactions in Facebook Posts for Anomaly Detection. In 2017 Ninth International Conference on Advanced Computing (ICoAC). 220–226. https://doi.org/10.1109/ICoAC.2017.8441402
Cristian Amaral Silva and Daniel Mendes Barbosa. 2019. Analyzing the acceptance of the 2018 brazilian presidential election’main candidates based on YouTube comments. In Proceedings of the 25th Brazillian Symposium on Multimedia and the Web. 377–384. https://doi.org/10.1145/3323503.3360294
Victor do Nascimento Silva and Regina Helena Alves Silva. 2019. Are Algorithms Affecting the Democracy in Brazil?. In INTERNATIONAL SYMPOSIUM ON ETHICAL ALGORITHMS. https://doi.org/10.1590/1679-395120190023x
Ye Tian, Thiago Galery, Giulio Dulcinati, Emilia Molimpakis, and Chao Sun. 2017. Facebook sentiment: Reactions and Emojis. In Proceedings of the Fifth International Workshop on Natural Language Processing for Social Media. Association for Computational Linguistics, Valencia, Spain, 11–16. https://doi.org/10.18653/v1/W17-1102
Tom Wilson and Kate Starbird. 2020. Cross-platform disinformation campaigns: lessons learned and next steps. Harvard Kennedy School Misinformation Review 1, 1 (2020). https://doi.org/10.37016/mr-2020-002
Moran Yarchi, Christian Baden, and Neta Kligler-Vilenchik. 2021. Political polarization on the digital sphere: A cross-platform, over-time analysis of interactional, positional, and affective polarization on social media. Political Communication 38, 1-2 (2021), 98–139. https://doi.org/10.1080/10584609.2020.1785067
Publicado
07/11/2022
Como Citar
OLIVEIRA, Lucas Santos De; COSTA, Wesley; MELO, Pedro Olmo Stancioli Vaz De; BENEVENUTO, Fabrício.
How Politicians Communicate in Social Media: A Cross-Platform Study. In: BRAZILIAN SYMPOSIUM ON MULTIMEDIA AND THE WEB (WEBMEDIA), 28. , 2022, Curitiba.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2022
.
p. 79-87.