Resumen

NUNES FONSECA, Flávia  y  ABREU VASCONCELOS, Laércia. Cultural practices in online political campaigns - an analysis of brazil's 2010 presidential campaign via twitter. Acta comport. [online]. 2013, vol.21, n.3, pp. 273-283. ISSN 0188-8145.

The evolution of technology, especially the advances brought by the Internet, should be considered to evaluate the interactions between individuals in society and its cultural practices. The present work focuses on media and politics. The objective was to analyze behavioral relationships identified in Brazil's 2010 presidential campaign via Twitter. For this purpose, messages posted by the candidates Dilma Rousseff, José Serra and Marina Silva on their profiles between June 1 and October 31 were collected. The results indicate that the messages could be categorized into several types of stimulus control operations and that the candidates used different strategies to communicate with their followers. The establishment of cultural practices with the use of internet resources in political campaigns is discussed.

Palabras clave : práticas culturais; mídia; Internet; campanha; política; cultural practices; media; Internet; political campaign.

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