Do cidadão ao cibercidadão: estudo das estratégias de comunicação no Facebook do Movimento Brasil Livre e da Mídia Ninja no impeachment de Dilma Rousseff

Abstract

The following dissertation studies the communication strategies of the virtual communities of the Movimento Brasil Livre (MBL) and the Mídia NINJA (MN) to mobilize citizens to participate in the process of impeachment of President Dilma Rousseff in 2016. The research has a descriptive-analytical, qualitative approach and investigates the MBL and MN postings on Facebook between April 11 and 17, 2016. The study follows the methodological framework of Depth Hermeneutics proposed by Thompson (2011), whose includes the stages: (1) Interpretation of Doxa; (2) Socio-historical analysis; (3) Formal Analysis; and (4) Interpretation/Re-interpretation. The first stage includes the theoretical chapters that discuss the paradigm shift in communication and social relations based on the evolution of technologies, focusing on the transformations of the Digital Age. In the second phase, we seek to reconstitute the historical-social context of Brazil between the years of 2013 and 2016 with the focus on the street protests and the political polarization. For the formal analysis of the messages, we used the Content Analysis tool (BARDIN, 1977) with the help of Iramuteq software for the lexical analysis and similarity of the textual corpus. The analytical categories were constructed and adapted from the meaning carriers (JASPER, 2016), the floating reading of the messages and the modes of operation of the ideology (THOMPSON, 2011). In the sequence, we perform the reinterpretation, combining the theoretical framework, the historical-social context, the investigation of the origin and the political tendency of MBL and MN and the analytical categories. In the result, we have identified that both virtual communities have developed similar communication strategies to construct their narratives about impeachment. However, the discourses were dissonant regarding the political position and the role attributed to the state and the market. Tensions between the political, economic, business, media, communication and legal social fields were preponderant for a negative social representation of the Dilma government, of the Partido dos Trabalhadores and for the polarization of opinions. At the end we propose reflections on cyberdemocracy, launching arguments that highlight advances, achievements and challenges that must be faced to build the future with freedom, equality and fraternity.