O 'reencantamento' da política nas mídias sociais: performances de mobilização on-line em campanhas eleitorais na Paraíba.

Abstract

From a perspective that looks at the culture of the point of view of policy and its relations with the everyday, this doctoral thesis aims to investigate the interface between contemporary sociability and political-electoral engagement from the interactions established in the virtual environment the internet. The focus of analysis is to identify the relationships and influences between the new communicative practices and social interaction, established from social media, and the emergence of differentiated performances mobilization in electoral processes. Therefore, we choose as the object of study case of the majority state elections of 2010 and 2014 in Paraíba. What unites these cuts is the temporal analysis of mobilization performances involving two specific political figures: Ricardo Coutinho (PSB) and Cássio Cunha Lima (PSDB), which have a characteristic in common the adoption of social media as a communication tool and construction public image. The clipping was established in view of the period in which the electoral use of collaborative platforms like Facebook and Twitter has spread across the country and the characters who began this process in the context of Paraiba. We opted for an approach to anthropological bias, proposing an ethnography of the interaction between users of social media, in order to describe and understand the motivations and meanings that orbit around the electoral process and its insertion in the rhythm of everyday life. We adopt as analytical categories post-modernity and sociability notions (MAFFESOLI), symbolic power and social capital (BOURDIEU), finally, performance and representation (GOFFMAN), and perspectives regarding the network conversation dynamics (RECUERO). We found that social media amplify the expression of the electorate space and stimulate the mobilization of social groups before disconnected from politics, although reproduce the embodiment of power and the legitimacy of charismatic leaders and / or capital in virtual communities. The proliferation of electoral rumors and the emphasis on the use of humor and visual image for the construction of representations of the policy are among the main features of this interactive environment. The electoral use of social media reinforces the intensification of rivalries and "arm" militancy with narratives used in information warfare that characterized the dispute by voting.