DIGITAL POLITICS: DIGITAL MEDIA AS A PLATFORM IN THE MUNICIPAL ELECTION OF BLUMENAU (SC)

Abstract

The electoral campaigns in Brazil underwent an electoral reform, determined by the TSE with Law 13.165, which affected the planning and the communicational approach of the political parties. This article proposes to analyze the flow of content and the communicational interactions triggered in the digital social network Facebook, during the 2016 elections in the city of Blumenau / SC. For the accomplishment of the proposed objective, the theories of Caseiro and Barbosa (2011) were used; De Vries, Gensler and Leeflang (2012). The approaches were based on the qualitative data collection through the quantitative base, realized in the fan pages of the candidates and in the observation of the digital environment as well as of the strategies. The results pointed out that the change in the traditional political landscape has driven the candidates to develop new communication processes in digital platforms.