NA CONTRAMÃO DO MARKETING POLÍTICO: AS ELEIÇÕES MUNICIPAIS DE TAUBATÉSP, EM 2004

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

This study investigates the political propaganda strategies used during Roberto Peixoto and Antônio Mário Ortiz programs, who ran for the local elections in Taubaté SP, on the year 2004. The main goal in this research is to understand how global models of political propaganda on TV interferes in the local process, during a period that hiring wellsucceeded publicity agencies for local elections campaigns became more common, even in small cities. The methodology used was historical, documental and bibliographical research, and also the content analysis of TV programs of both candidates and semistructured interviews with politicians and political marketing professionals. Among all contributions, it was possible to verify that the victory in the ballotbox was most due to the charisma of some political leaders, as well as some historical, cultural and sociological aspects of the location examined than the widely announced marketing magic of political propaganda strategies on TV.(AU)

ASSUNTO(S)

marketing político; taubaté; propaganda política; political propaganda; political marketing; local; local; taubaté; comunicacao charisma carisma

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