O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

Na contramão do marketing político: as eleições municipais de Taubaté-SP, em 2004

Este estudo trata da investigação das estratégias de propaganda política utilizadas nos programas de TV de Roberto Peixoto e de Antônio Mário Mattos Ortiz, que concorreram às eleições para prefeito do município de Taubaté-SP, no ano de 2004. O objetivo central da pesquisa é entender a interferência dos modelos globais da propaganda política de TV no contexto local, em uma época em que se tornou comum a contratação de agências de publicidade de renome para a realização de campanhas eleitorais em cidades do interior. Utilizou-se, como metodologia, pesquisas histórica, documental e bibliográfica, além de análise de conteúdo dos programas de TV de ambos os candidatos e entrevistas semi-estruturadas com políticos e profissionais da área de marketing político. Dentre as principais contribuições, verificou-se que a vitória nas urnas no contexto local deve-se mais ao carisma de determinados líderes políticos, bem como aos aspectos históricos, culturais e sociológicos da localidade em questão do que à mágica anunciada pelo mercado publicitário quanto às estratégias globais da propaganda política na televisão.

Multimodal analysis of a sample of political posters in Ireland during and after the Celtic Tiger

The aim of this research paper is to analyse the key political posters made for the campaigns of Irish political party Fianna Fáil framed in the Celtic Tiger (1997-2008) and post-Celtic Tiger years (2009-2012). I will then focus on the four posters of the candidate in the elections that took place in 1997, 2002, 2007 and 2011 with the intention of observing first how the leader is represented, and later on pinpointing the similarities and possible differences between each. This is important in order to observe the main linguistic and visual strategies used to persuade the audience to vote that party and to highlight the power of the politician. Critical discourse analysis tools will be helpful to identify the main discursive strategies employed to persuade the Irish population to vote in a certain direction. Van Leeuwen’s (2008) social actor theory will facilitate the understanding of how participants are represented in the corpus under analysis. Finally, the main tools of Kress and van Leeuwen’s visual grammar (2006) will be applied for the analysis of the images. The study reveals that politicians are represented in a consistently positive way, with status and formal appearance so that people are persuaded to vote for the party they represent because they trust them as political leaders. The study, thus, points out that the poster is a powerful tool used in election campaigns to highlight the power of political parties.

Ordnung muss nicht sein. Developments on the German political scene. OSW Commentary No. 55, 2011-06-27

The results of parliamentary elections in seven German federal states, ongoing since early 2011, show the collapse of the existing order on the German political scene, both on a national level and on the level of the individual federal states. So far, the federal states have been governed by one of the catch-all parties1 – i.e. the Christian Democrats or Social Democrats – in coalitions with smaller partners – the FDP and the Greens, respectively2. This year’s elections have fully revealed the extent of social transformation in Germany and its impact on voting preferences and the hitherto stable party system in this country. The largest and most popular parties so far – the CDU and the SPD – are losing the voters’ confidence and support, whereas the parties associated with protest movements (such as the Greens) are gaining prominence. Moreover, the German political scene is undergoing increasing fragmentation, as new small, local groups are appearing who have no political aspirations at the federal level but who are attractive to voters acting as successful groups of common cause. The changes in the existing balance of power on the German political scene are being sped up by the specific features of the federal system. Elections to the parliaments of the federal states are held at regular intervals which increasingly affects policies on the national level. The key decisions that concern domestic and foreign affairs are made under the pressure of constant election campaigns.

Radical or not so radical? Tactical variation in core policy formation by the Front National

Starting from a number of general tenets about radical political parties, this article examines the Front National (FN) in relation to its core policy issue of immigration. To what extent has FN immigration policy been defined from the outset by its radicalism? Has that radicalism been constant or variable over time? And how far can a reciprocal influence be detected between the FN and the center Right in immigration policy formulation? Focusing on election campaigns, manifestos, and key moments in the FN's evolution, the article assesses how the party has tailored its radicalism to contextual factors and tactical considerations. It reveals an FN less bound to a fixed policy and more ready to seek accommodation (with circumstance, public opinion, or the center Right) than is generally acknowledged. Conversely, it also assesses how the FN's mobilization of strong support on the immigration issue has had radicalizing effects on the center Right. The article concludes by considering whether the change of leadership in January 2011 might confine the FN to the radical Right or see it adopt a more center-oriented course.

Crisis communication in politics: forgiveness as image restoration tool

Crisis communication is a widely treated field. There are lot of works and guides which provide helpful information in order to face crisis situations successfully (Alcat, 2005, Benoit, 1997) and articles about case studies (Nespereira, 2014, Blaney y Benoit 2001). Nonetheless, most of times, these guides are focused on business or corporations (Abeler, 2010) and there are not such information about crisis communications in politics (Gaspar e Ibeas, 2015). The field is smaller if we speak about forgiveness as restoration image tool in politics (Harris 2006). Despite all, we live in “forgiveness era” as Krauze said (1998) where people demand to politicians to apologize when they have mistakes (Harris et al. 2006:716). So, we will try to make an approach to forgiveness in politics as a image restoration tool and analyze its capabilities in order to face crisis management.

Dealing with Shifting Labor Employment Sands

Changes in regulations and tighter interpretations of existing regulations engaged participants in 14th annual Labor and Employment Roundtable, hosted by the Cornell Institute for Hospitality Labor and Employment Relations. They also reviewed changes in union organizing rules. Two Supreme Court decisions dealt with the challenging application of accommodating workers’ health and religious needs, while a new ruling by the National Labor Relations Board calls into question the supposedly arm’s length relationship of employee leasing firms and their clients, as well as franchisors and franchisees. The NLRB also has shortened the campaign time for union elections. In one Supreme Court case, Young v. United Parcel Services, Inc., the Court pointed to a simple principle when employers implement policies for those with illness or medical conditions. Policies must be consistent with regard to how on-job and off-job health issues are treated, and the company’s policy must not be driven by economic considerations. That is, the Court stated that an employer’s denial of a light-duty assignment for an employee could not be based on cost or convenience. The case relating to religious accommodation also involved an economic hinge. In an earlier case, the Court had held that religious accommodations are limited to that which would have no more than a de minimus cost on the employer. In this case, EEOC v. Abercrombie & Fitch Stores Inc., Abercrombie had declined to hire a woman wearing a headscarf on the assumption that she would need a religious accommodation. The Court frowned on the idea that an employer would take religious accommodations into account when deciding whether to hire a person. The franchising industry is attempting to make sense of the NLRB ruling regarding joint employment, in which the board ruled that franchisors that maintain some kind of control over their franchisees’ employees should be considered joint employers of those employees. This is a complicated matter, and the situation is still in flux. Finally, with regard to the telescoped union campaign ruling, these are supposed to benefit the unions. So far, however, there’s no indication that the change has affected the overall outcome of union election campaigns.

Europejskie kampanie wyborcze w Polsce (2003 – 2004). Analiza politologiczna i medioznawcza

Lata 2003–2004 to okres zamykający etap przygotowawczy do przystąpienia Polski do Unii Europejskiej, w szczególności w zakresie dostosowywania polskich rozwiązań prawnych i instytucjonalnych do standardów unijnych. Dwa wydarzenia z tego czasu: referendum akcesyjne i pierwsze w Polsce wybory do Parlamentu Europejskiego stanowiły przy tym swoiste podsumowanie wieloletniej debaty publicznej nad kierunkami polskiej polityki zagranicznej oraz miejscem i rolą naszego kraju w ukształtowanych na początku lat 90. nowych warunkach geopolitycznych.

Narratives of a race: how the media judged a presidential debate

The first debate in 2008 was a turning point in the presidential electioncampaign: a race that was close before the debate turned decisively inObama’s favor following it. This article explores how the media reachedtheir verdict that “Obama won.” We examine two aspects of this problem:how, in practice, the media reached this verdict and whether they madethe right decision from a normative standpoint. Based on content analysisof debate transcripts, we argue that the media interpreted the debate bysynthesizing three pre-debate narratives in roughly equal proportions.Crucially, two of these narratives favored Obama. We also find that the“Obama won” verdict was consistent with what we might expect had thedebate been judged by a public-spirited umpire.

May the best Tweeter win : The Twitter strategies of key campaign accounts in the 2012 US election

The 2008 US election has been heralded as the first presidential election of the social media era, but took place at a time when social media were still in a state of comparative infancy; so much so that the most important platform was not Facebook or Twitter, but the purpose-built campaign site my.barackobama.com, which became the central vehicle for the most successful electoral fundraising campaign in American history. By 2012, the social media landscape had changed: Facebook and, to a somewhat lesser extent, Twitter are now well-established as the leading social media platforms in the United States, and were used extensively by the campaign organisations of both candidates. As third-party spaces controlled by independent commercial entities, however, their use necessarily differs from that of home-grown, party-controlled sites: from the point of view of the platform itself, a @BarackObama or @MittRomney is technically no different from any other account, except for the very high follower count and an exceptional volume of @mentions. In spite of the significant social media experience which Democrat and Republican campaign strategists had already accumulated during the 2008 campaign, therefore, the translation of such experience to the use of Facebook and Twitter in their 2012 incarnations still required a substantial amount of new work, experimentation, and evaluation. This chapter examines the Twitter strategies of the leading accounts operated by both campaign headquarters: the ‘personal’ candidate accounts @BarackObama and @MittRomney as well as @JoeBiden and @PaulRyanVP, and the campaign accounts @Obama2012 and @TeamRomney. Drawing on datasets which capture all tweets from and at these accounts during the final months of the campaign (from early September 2012 to the immediate aftermath of the election night), we reconstruct the campaigns’ approaches to using Twitter for electioneering from the quantitative and qualitative patterns of their activities, and explore the resonance which these accounts have found with the wider Twitter userbase. A particular focus of our investigation in this context will be on the tweeting styles of these accounts: the mixture of original messages, @replies, and retweets, and the level and nature of engagement with everyday Twitter followers. We will examine whether the accounts chose to respond (by @replying) to the messages of support or criticism which were directed at them, whether they retweeted any such messages (and whether there was any preferential retweeting of influential or – alternatively – demonstratively ordinary users), and/or whether they were used mainly to broadcast and disseminate prepared campaign messages. Our analysis will highlight any significant differences between the accounts we examine, trace changes in style over the course of the final campaign months, and correlate such stylistic differences with the respective electoral positioning of the candidates. Further, we examine the use of these accounts during moments of heightened attention (such as the presidential and vice-presidential debates, or in the context of controversies such as that caused by the publication of the Romney “47%” video; additional case studies may emerge over the remainder of the campaign) to explore how they were used to present or defend key talking points, and exploit or avert damage from campaign gaffes. A complementary analysis of the messages directed at the campaign accounts (in the form of @replies or retweets) will also provide further evidence for the extent to which these talking points were picked up and disseminated by the wider Twitter population. Finally, we also explore the use of external materials (links to articles, images, videos, and other content on the campaign sites themselves, in the mainstream media, or on other platforms) by the campaign accounts, and the resonance which these materials had with the wider follower base of these accounts. This provides an indication of the integration of Twitter into the overall campaigning process, by highlighting how the platform was used as a means of encouraging the viral spread of campaign propaganda (such as advertising materials) or of directing user attention towards favourable media coverage. By building on comprehensive, large datasets of Twitter activity (as of early October, our combined datasets comprise some 3.8 million tweets) which we process and analyse using custom-designed social media analytics tools, and by using our initial quantitative analysis to guide further qualitative evaluation of Twitter activity around these campaign accounts, we are able to provide an in-depth picture of the use of Twitter in political campaigning during the 2012 US election which will provide detailed new insights social media use in contemporary elections. This analysis will then also be able to serve as a touchstone for the analysis of social media use in subsequent elections, in the USA as well as in other developed nations where Twitter and other social media platforms are utilised in electioneering.

Mortgage nation : the 2004 Australian election

A comprehensive study of the historic win by the Howard Coalition Government providing analyses of the campaigns, an insight from the key players at the centre of devising the campaigns and covers election results and their interpretation.

The campaigns

It is arguable that the 2007 election was decided on longer term issues, and longer term campaigning. This article focuses on the campaigning side. The campaigning commenced with the election of Labor's new leadership team of Kevin Rudd and Julia Gillard in December 2006. The Howard Coalition Government, after a minor cabinet reshuffle, pressed on with the promotion of its policies and programmes; but by May 2007 was forced to change tack, making concessions on the unpopular WorkChoices policy, and then introducing a controversial Aboriginal intervention programme. The election campaign was anti-climactic. The article includes a postscript on the election aftermath, comparing Kevin Rudd with Gough Whitlam in his rapid implementation of key campaign policies.

Julia 2010 : the caretaker election

This book provides a comprehensive coverage of one of Australia’s most historic elections, which produced a hung parliament and a carefully crafted minority government that remains a heartbeat away from collapse, as well as Australia’s first elected woman Prime Minister and the Australian Greens’ first lower house Member of Parliament.

The volume considers the key contextual and possibly determining factors, such as: the role of leadership and ideology in the campaign; the importance of state and regional factors (was there evidence of the two or three speed economy at work?); and the role of policy areas and issues, including the environment, immigration, religion, gender and industrial relations. Contributors utilise a wide range of sources and approaches to provide comprehensive insights into the campaign. This volume notably includes the perspectives of the major political groupings, the ALP, the Coalition and the Greens; and the data from the Australian Election Survey. Finally we conclude with a detailed analysis of those 17 days that it took to construct a minority party government.

Campaigning Against Europe? The Role of Euroskeptic Fringe and Mainstream Parties in the 2009 European Parliament Election

In this article, we analyze political parties' campaign communication during the 2009 European Parliamentary election in 11 countries (Austria, Bulgaria, Czech Republic, Germany, Hungary, The Netherlands, Poland, Portugal, Spain, Sweden, and the UK). We study which types of issues Euroskeptic fringe and Euroskeptic mainstream parties put on their campaign agendas and the kind and extent of EU opposition they voice. Further, we seek to understand whether Euroskeptic and non-Euroskeptic parties co-orient themselves toward each other within their national party systems with regard to their campaigns. To understand the role of Euroskeptic parties in the 2009 European Parliamentary elections, we draw on a systematic content analysis of parties' posters and televised campaign spots. Our results show that it is Euroskeptic parties at the edges of the political spectrum who discuss polity questions of EU integration and who most openly criticize the union. Principled opposition against the project of EU integration, however, can only be observed in the UK. Finally, we find indicators for co-orientation effects regarding the tone of EU mobilization: In national political environments where Euroskeptic parties strongly criticize the EU, pro-European parties at the same time publicly advance pro-EU positions.