A atividade das juventudes partidárias no Instagram em período eleitoral: Inovação ou normalização?

Sara Monteiro Machado; Vasco Ribeiro; Raquel Meneses

doi:10.5209/tekn.80991

Sara Monteiro Machado Faculdade de Letras da Universidade do Porto https://orcid.org/0000-0001-8153-7747
Vasco Ribeiro Faculdade de Letras da Universidade do Porto https://orcid.org/0000-0001-8182-9395
Raquel Meneses Faculdade de Economia da Universidade do Porto https://orcid.org/0000-0001-5829-9402

Keywords: digital platforms, social media, young people, political communication

Agencies: Investigação financiada pela Fundação para a Ciência e Tecnologia, através da bolsa de doutoramento com a referência 2020.05202.BD.

Abstract

Social media have brought new and exciting possibilities for political communication, potentially bringing politicians and voters closer together. However, there is no consensus on whether digital platforms have revolutionized campaigning or if they represent an extension of offline patterns. This article seeks to contribute to this debate by exploring party youth wings and Instagram; a political structure and social network that is understudied in political communication. A content analysis was carried out on the social media activity of the youth wings of Portuguese political parties during two elections: the 2021 Local Elections and the 2022 Legislative Election. The analysis was based on a sample of six hundred and eighty-one publications. Contrary to expectation, the results revealed that youth wings mainly communicate within a logic of normalization and did not take advantage of the potential of digital platforms for political communication.

Downloads

Download data is not yet available.

Author Biographies

Sara Monteiro Machado, Faculdade de Letras da Universidade do Porto

Sara Monteiro Machado is a Ph.D. candidate in Information and Communication on Digital Platforms at the Faculty of Arts and Humanities of the University of Porto (FLUP) and holds a Master's Degree in Marketing from the School of Economics and Management of the University of Porto. She is a lecturer and researcher at FLUP, where she teaches in the field of Strategic Communication. Her current research focuses on the relationship between social media use and youth political participation.

Vasco Ribeiro, Faculdade de Letras da Universidade do Porto

Vasco Ribeiro holds a Doctoral Degree in Communication Sciences from the University of Minho and a Master's Degree in Political Journalism from the Faculty of Arts and Humanities of the University of Porto (FLUP). He is a lecturer at FLUP, teaching in the areas of Strategic Communication, Political Communication, and Press Relations. He is currently the director of the Bachelor and Master in Communication Sciences at FLUP and the director of the Public Communication and Political Representation course at Porto Business School.

Raquel Meneses, Faculdade de Economia da Universidade do Porto

Raquel Meneses holds a Doctoral Degree in Business Sciences and a Master's Degree in Economics from the University of Porto. She is a lecturer at the School of Economics and Management of the University of Porto and the director of the Master in Marketing. She teaches and researches in the areas of Strategy and Marketing, applying different methodologies, such as hypothesis testing, structural equation models, systematic combining, and fuzzy-set Qualitative Comparative Analysis.

View citations