Entre Polos: A estratégia de engajamento da campanha presidencial de Ciro Gomes no Instagram e os níveis de engajamento dos usuários

Abstract

This study analyzes the content production strategy and user engagement level in the Instagram posts of Ciro Gomes' profile during the 2022 presidential campaign. To support the discussion, it explores Political Communication, Electoral Communication, Political Propaganda, Electoral Marketing, and the use of social media/technologies in the context of electoral competition. Additionally, it addresses Content Production, Engagement Strategies, and their levels, based on Leighninger's adaptation by Corrêa (2021). The method used for categorization and analysis of the results is Bardin's content analysis (1977, apud OLIVEIRA, 2011), combined with Corrêa's concepts of engagement level and content production strategies (2021). The main findings of the research indicate that Ciro Gomes' team adopts a conventional level of content production strategy, characterized by a predominance of video usage in posts and a consistent posting rhythm during the campaign, averaging 67 videos per week. Moreover, among the selected posts for analysis, the ones that garnered higher engagement metrics, such as comments, likes, and views, were those containing Negative Propaganda - discrediting opponents in the electoral race - overshadowing the more propositional content. The observed engagement level of users in the posts ranged from shallow to conventional. It is concluded that the candidate's strategy aligned with his discourse of being an alternative to his opponents, and the content production strategy aimed to appeal to a general audience rather than a specific niche, aiming to attract more votes from voters. Another conclusion is that the type of content that engaged more was non-propositional to the debate, which could be concerning for the strengthening of the desired democracy.