Campanha permanente nas redes sociais digitais: um estudo de caso da análise da fanpage do governador Flávio Dino, no Brasil/ Permanent campaign on digital social networks: a case study analysis of Flavio Dino’s fanpage, in Brasil

Abstract

Resumo Esta pesquisa faz uma analise da  fanpage do governador do Estado do Maranhao, Flavio Dino (PC do B), considerado como um dos politicos mais atuantes nas redes sociais no Brasil. O artigo parte do pressuposto de que, embora a campanha oficial tenha data para comecar e terminar, os agentes politicos – especialmente aqueles que ocupam algum tipo de cargo – podem usar a comunicacao digital para obter visibilidade publica fora do periodo eleitoral. Por isso, a finalidade deste estudo e verificar como o governador utiliza sua  fanpage ao longo do mandato. Para isso, sao observadas caracteristicas em torno do conteudo – apelo, estrategias e temas – e tambem os formatos de cada postagem. O corpus do trabalho e formado por 359 postagens, que corresponde ao total de publicacoes referentes aos meses de janeiro, fevereiro e marco do ano de 2018 e utiliza-se da analise de conteudo como metodologia da pesquisa. Dentre os resultados percebe-se o uso da ferramenta estrategica, especialmente como forma de prestar contas.  Ha menos informacao sobre o que se passa no governo, que indicaria transparencia. Ha, por outro lado, uma especie de agenda publica do governador conjuntamente a um discurso tematico e bastante pragmatico. Se por um lado ha caracteristicas de marketing politico e profissionalizacao, percebe-se elementos que dialogam com o conceito de comunicacao publica, o que mostra um papel importante da rede social na distribuicao de informacao de interesse publico, mesmo sendo um espaco do governante e nao das instituicoes, ja que pouco e abordado sobre questoes pessoais. Palavras-chave: campanha permanente, redes sociais, comunicacao politica. Abstract This research analyzes the fanpage of the governor of the State of Maranhao, Flavio Dino (PC do B), on Facebook, considered as one of the most active politicians in social networks in Brazil. The article assumes that although the official campaign has a special time, outside the election period, political actors - especially the elected - can use internet tools to gain public visibility. Therefore, the purpose of this study is to verify how the governor uses his fanpage throughout the term. The text brings a discussion based on the concept of permanent campaign as a way to link with the public and the importance of this space for public and governmental communication, especially because the positives characteristics of social networks and the type of information that can be shared with the citizens. The article discusses how communication between representatives and representatives can go beyond visibility, offering content about transparency, accountability, closeness to followers and discussion of topics of public interest. For the analysis are observed characteristics about the content - appeal, strategies and themes - as well as the formats of each post. The corpus of empirical research consists of 359 posts, which corresponds to the total of publications made during the months of January, February and March (2018). The methodology used is the content analysis. The data collection was performed by one of the authors of the article, from a codebook produced for this research, based on the literature. Among the results, we can see the use of the strategic tool, especially for accountability of de government. On the other hand, it has also been noted that there is less information about the inside actions of the government, which would indicate transparency. Another result shows the public agenda of the governor together with a thematic and pragmatic discourse, which indicates that there is a mixture between the visibility to the government and the presentation of thematic contents, about education, economy and infrastructure, for example. In addition, programmatic discourse is more frequent than emotional and political discourse. Thus, if on the one hand there are characteristics of political marketing and professionalization, to give visibility and show actions of the government, on the other we perceive elements that dialogue with the concept of public communication, as the focus on the thematization and the dialogue with the followers, which shows an important role of the social network in the distribution of information of public interest, even being a space of the governor and not of the institutions. Keywords: permanent campaign, social digital networks, political communication.