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Percorrer por autor "da Silva Jorge, Nuno"

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  • Political public relations and the architecture of legitimacy: the sacred and the profane in the political rally
    Publication . da Silva Jorge, Nuno
    In an era defined by the fragmentation of audiences and the ubiquity of digital communication, the traditional election rally faces an ontological crisis. Often dismissed as an obsolete relic or reduced to a choreographed "media window" for television consumption, the rally’s persistence in the modern campaign cycle presents a profound sociological paradox. This book challenges the prevailing narrative of the “death of the rally”. Drawing on a robust interdisciplinary framework that bridges Public Relations, Political Science, and Sociology, this research redefines the rally not as a promotional tool, but as a Sacred Ritual of Communion. By applying the lenses of Hannah Arendt’s theory of Action, Max Weber’s concept of Charismatic Authority, and Émile Durkheim’s dichotomy of the Sacred and the Profane, the author constructs a new theoretical model for Political Public Relations. The study posits that the rally functions as a Secular Liturgy, where the "Profane" struggle for votes is elevated into a "Sacred" celebration of identity. Through a synthesis of Epideictic and Deliberative argumentation, the leader links the party’s historical myths to a messianic future, transforming the gathered crowd into a unified political tribe. Based on extensive empirical research within the Portuguese political landscape – a context that serves as a microcosm for Western democracies – this book offers a critique of the "instrumental" view of Public Relations. The rally, when reclaimed from the logic of the spectacle, serves as the ultimate barometer of democratic vitality, essential for the construction of sustainable organisational legitimacy.
    2026-02-10Livro Acesso restrito Ver mais
  • The secular liturgy in the digital age: the hybridization of the political rally and public relations strategy
    Publication . da Silva Jorge, Nuno
    This study examines how political public relations strategists perceive and manage the structural tension between the embodied ritual of in-person militancy and the demands of media spectacle in a digitized campaign environment. Although frequently dismissed as obsolete in the era of digital mediatization, the electoral rally embodies a productive paradox: its physical rituality generates precisely the emotional content demanded by television and algorithmic platforms. Guided by the COREQ reporting criteria, a qualitative interpretivist study was conducted based on 19 in-depth semi-structured interviews with Portuguese political consultants and campaign directors, analysed through NVivo-assisted thematic analysis. Three analytical axes were identified: (1) the Paradox of Fabricated Authenticity, whereby media scenography instrumentalizes physical co-presence to generate platform-ready emotion; (2) the Catharsis of the Tribe, whereby the rally functions as a secular liturgy reinforcing militant identity and cohesion; and (3) the Leader as Media Sorcerer, operating a rhetorical duplicity that fuses epideictic communion with deliberative soundbite logic. The findings reveal a broad spectrum of professional perceptions, demonstrating that contemporary PR strategists do not uniformly abandon physical rituals. Instead, they act as “paradox managers”, constantly navigating the structural tension between traditionalist demands for organic militant communion and pragmatic requirements for fabricated digital spectacle.
    2026-04-30Artigo de investigação Acesso aberto Ver mais