Estratégias de uma campanha permanente e a construção do discurso político do governador Renato Casagrande no Facebook

Abstract

This research seeks to understand how the political discourse of the governor of Espírito Santo, José Renato Casagrande (PSB) was constructed in digital social networks (RSD), in order to understand the uses, practices and discursive strategies of political communication in the context of an ecosystem network communication, marked by a wide profusion of voices provided by the instruments of interaction. Having discourse analysis (AD) and content analysis (CA) as theoretical-methodological foundations, data collection and analysis software were also used in order to account for the multiplicity of information present in RSD platforms. Posts from Renato Casagrande‘s official page (fanpage) on Facebook and the interactions of his followers formed the research corpus, comprising the election period from 08/16/2018 to 10/28/2018 and the first six months of the administration government between 01/01/2019 and 06/30/2019. The analyzes show the rational and emotional strategies composed by ethos, pathos and logos, used in the two periods and the logic of the permanent campaign, since Casagrande structures and propagates its political discourse with a view to continuity in power. Theoretical studies permeate the fields of discourse, political marketing, power and digital social networks.