Uso tático das plataformas: estudo da atuação do gabinete do amor para a promoção da candidatura de Guilherme Boulos nas eleições de 2020

Abstract

The theme of this dissertation is the tactical use (CERTEAU, 1998) of social network platforms (VAN DIJCK; POELL; DE WAAL, 2018) to promote a political candidacy, relying on the collaborative and creative biopower of the multitude (HARDT; NEGRI, 2001). The theme is approached through a Case Study (BECKER, 1993) anchored in the evidential paradigm (BRAGA, 2008) and Digital Methods (ROGERS, 2016; 2019; OMENA, 2019). The empirical object is Gabinete do Amor, an initiative that arose in support of Guilherme Boulos and Luiza Erundina’s candidacy for mayor of São Paulo in 2020 municipal elections. The proposal has the following specific objectives: a) to situate Gabinete do Amor in media and political context of São Paulo in 2020; b) to map the platforms used in the campaign, observing the production and circulation of content; c) to present an overview of the insertion of Gabinete do Amor on Facebook; and d) to identify, based on the analysis of 11 publications, the main tactics and strategies used by the initiative on Facebook. By reaching them, it is expected to answer the guiding question of the research, which is: how did the tactical performance of Gabinete do Amor contribute to the promotion of Guilherme Boulos’s candidacy for mayor of São Paulo in the 2020 elections? The main results found were the reference to pop culture products, criticism and distinction of the opposition, redefinition of expressions and use of puns and contractions. By explaining them, it is expected to help members of social collectives, political marketing professionals and future Communication researchers to conduct their work in the area.