O uso do marketing político e eleitoral na formação da imagem de um candidato à câmara de vereadores e a sua influência no resultado eleitoral

• Ano de defesa: 2009
• Autor(a) principal: Westphalen, José Henrique
• Orientador(a): Gomes, Neusa Demartini
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: COMUNICAÇÃO SOCIAL; MEIOS DE COMUNICAÇÃO; PROPAGANDA POLÍTICA; MARKETING POLÍTICO; COMUNICAÇÃO - PLANEJAMENTO; ELEIÇÕES; POLÍTICA
• Link de acesso: http://hdl.handle.net/10923/2073

The changes in society and the influence of media in political and representative processes have changed the relation between candidates and voters, requiring professionalism and knowledge from the media. The present study aims to analyze the applicability of political marketing techniques and electoral marketing techniques when planning the communication and the construction of the image of candidate José Henrique Westphalen to the Local Chamber of Cruz Alta in 2008, identifying these elements graphically and checking whether the result was influenced by the media or not. It can be concluded that the use of political marketing techniques and electoral marketing techniques were essential for the result of the election. This study has provided a new model of analysis for proportional campaigns, it is rich in scientific details, with relevant theoretical and a specific view for treating such matters within a real case, it was applied in a recent election and the measurement of the data was made through surveys and legal statistics.