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O papel das relações públicas na representação política
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A presente dissertação tem como objetivo compreender o papel das Relações Públicas na representação política, analisando de que forma a comunicação digital influencia as dinâmicas de legitimidade democrática e a relação entre representantes e representados. O estudo parte do reconhecimento dos desafios que as democracias contemporâneas enfrentam, nomeadamente o aumento da abstenção, a desconfiança face às instituições e o distanciamento entre cidadãos e atores políticos, e procura enquadrar estes fenómenos à luz das teorias da representação e da legitimidade.
A nível teórico, o trabalho desenvolve uma revisão de literatura sobre os conceitos de representação, legitimidade e democracia, articulando-os com o campo das Relações Públicas na Política. Posteriormente, analisa-se a forma como as plataformas digitais, em particular as redes sociais, se tornaram instrumentos centrais na comunicação política e na construção simbólica da legitimidade.
Metodologicamente, a investigação adota uma abordagem mista de natureza qualitativa e quantitativa, integrando entrevistas com representantes partidários, análise de conteúdo das publicações dos deputados nas redes sociais e análise crítica dos seus discursos parlamentares. Esta triangulação metodológica permitiu cruzar diferentes dimensões, perceções institucionais, práticas comunicacionais e estratégias discursivas, oferecendo uma visão integrada do papel das redes sociais na representação política.
Os resultados demonstram que a comunicação digital ampliou as possibilidades de visibilidade e interação entre representantes e representados, mas também introduziu novos desafios relacionados com a coerência discursiva, a transparência e a gestão da reputação política. Conclui-se que as Relações Públicas assumem um papel estratégico na mediação entre poder político e cidadania, contribuindo para reforçar a confiança e a legitimidade democrática através de práticas comunicacionais éticas e dialogais.
A relevância deste estudo decorre da escassez de investigação sobre a intersecção entre Relações Públicas e representação política no contexto português, constituindo um contributo teórico e empírico para compreender o impacto da comunicação digital na democracia contemporânea.
This research aims to understand the role of Public Relations in political representation, analysing how digital communication influences the dynamics of democratic legitimacy and the relationship between representatives and citizens. It begins by acknowledging the challenges faced by contemporary democracies, namely the increase in electoral abstention, growing distrust towards institutions, and the widening gap between citizens and political actors, and seeks to frame these phenomena through the lenses of representation and legitimacy theories. At a theoretical level, the study develops a comprehensive literature review on the concepts of representation, legitimacy, and democracy, articulating them with the field of Political Public Relations. It then examines how digital platforms, particularly social media, have become central instruments in political communication and in the symbolic construction of legitimacy. Methodologically, this research adopts a mixed-methods approach combining qualitative and quantitative analysis, integrating interviews with party representatives, content analysis of parliamentary members’ social media publications, and critical analysis of their parliamentary speeches. This methodological triangulation made it possible to connect different dimensions, institutional perceptions, communicative practices, and discursive strategies, providing an integrated view of the role of social media in political representation. The results show that digital communication has expanded opportunities for visibility and interaction between representatives and citizens, while also introducing new challenges related to discursive coherence, transparency, and political reputation management. The study concludes that Public Relations play a strategic role in mediating between political power and citizenship, helping to strengthen trust and democratic legitimacy through ethical and dialogical communication practices. The relevance of this research lies in the limited academic attention given to the intersection between Public Relations and political representation in the Portuguese context, thus offering both theoretical and empirical contributions to understanding the impact of digital communication on contemporary democracy.
This research aims to understand the role of Public Relations in political representation, analysing how digital communication influences the dynamics of democratic legitimacy and the relationship between representatives and citizens. It begins by acknowledging the challenges faced by contemporary democracies, namely the increase in electoral abstention, growing distrust towards institutions, and the widening gap between citizens and political actors, and seeks to frame these phenomena through the lenses of representation and legitimacy theories. At a theoretical level, the study develops a comprehensive literature review on the concepts of representation, legitimacy, and democracy, articulating them with the field of Political Public Relations. It then examines how digital platforms, particularly social media, have become central instruments in political communication and in the symbolic construction of legitimacy. Methodologically, this research adopts a mixed-methods approach combining qualitative and quantitative analysis, integrating interviews with party representatives, content analysis of parliamentary members’ social media publications, and critical analysis of their parliamentary speeches. This methodological triangulation made it possible to connect different dimensions, institutional perceptions, communicative practices, and discursive strategies, providing an integrated view of the role of social media in political representation. The results show that digital communication has expanded opportunities for visibility and interaction between representatives and citizens, while also introducing new challenges related to discursive coherence, transparency, and political reputation management. The study concludes that Public Relations play a strategic role in mediating between political power and citizenship, helping to strengthen trust and democratic legitimacy through ethical and dialogical communication practices. The relevance of this research lies in the limited academic attention given to the intersection between Public Relations and political representation in the Portuguese context, thus offering both theoretical and empirical contributions to understanding the impact of digital communication on contemporary democracy.
Descrição
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Palavras-chave
Relações públicas na política Representação política Comunicação digital Redes sociais Legitimidade democrática Democracia portuguesa