Redes sociais como ferramenta de campanha em disputas subnacionais: Análise do twitter nas eleições para o governo do paraná em 2010

Abstract

This article discusses the use of social networks as an election campaign tool, having as object of analysis the content posted on Twitter by the two major Parana governor candidates - Beto Richa (PSDB) and Osmar Dias (PDT) - from July 1th to October 3th, 2010. Through some characteristics (number of postings, themes, speech, types, use of links, presence of opponents etc.), the aim was to identify how the candidates used this technology tool to contact voters. The quantitative content analysis method was used. It enabled comparing the data obtained from both candidates, which together totalized 3.165 postings, and made it possible to identify the candidates' different ways of using Twitter.