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O TikTok como estratégia de comunicação política: análise do engagement dos partidos portugueses Chega e Bloco de Esquerda
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Com o crescimento acelerado das redes sociais digitais, a comunicação política tem passado por transformações significativas, redefinindo a forma como partidos, líderes e cidadãos interagem no espaço público. Entre as várias plataformas, o TikTok destaca-se como um fenómeno global, conhecido pela rapidez, criatividade e capacidade de gerar conteúdos virais que captam a atenção de milhões de utilizadores, sobretudo os mais jovens. Neste contexto, os partidos políticos portugueses têm integrado a plataforma nas suas estratégias digitais, adaptando formatos e linguagens para conquistar novos públicos e potenciar o envolvimento dos eleitores. A presente dissertação analisa de que forma os partidos Chega e Bloco de Esquerda utilizam o TikTok como estratégia de comunicação política, explorando as suas narrativas, formatos e resultados. Para tal, recorreu-se a uma abordagem mista, combinando análise quantitativa e qualitativa dos 50 vídeos mais visualizados de cada partido, publicados em 2024, excluindo conteúdos eleitorais formais para privilegiar a comunicação orgânica. A técnica de análise de conteúdo permitiu identificar temas, estratégias e elementos visuais, enquanto a métrica Engagement Rate by Views (ERV) foi utilizada para avaliar o impacto dos conteúdos. Os resultados revelam estratégias distintas: o Chega aposta numa comunicação personalizada, emocional e performativa, obtendo níveis superiores de engagement, enquanto o Bloco de Esquerda adota uma abordagem mais institucional e informativa, coerente com a sua identidade, mas menos eficaz na mobilização digital. Este estudo contribui para a compreensão das práticas comunicacionais no TikTok e oferece insights relevantes para a adaptação de estratégias políticas ao ambiente digital contemporâneo.
With the accelerated growth of digital social networks, political communication has undergone significant transformations, redefining the way parties, leaders, and citizens interact within the public sphere. Among the various platforms, TikTok stands out as a global phenomenon, known for its speed, creativity, and ability to generate viral content that captures the attention of millions of users, particularly younger audiences. In this context, Portuguese political parties have increasingly integrated the platform into their digital strategies, adapting formats and languages to reach new publics and enhance voter engagement. This dissertation analyzes how the political parties Chega and Bloco de Esquerda use TikTok as a political communication strategy, exploring their narratives, formats, and results. To achieve this, a mixed-methods approach was adopted, combining quantitative and qualitative analyses of the 50 most viewed videos from each party, published in 2024, excluding formal electoral content to focus on organic communication. Content analysis was applied to identify themes, strategies, and visual elements, while the Engagement Rate by Views (ERV) was used to evaluate the impact and effectiveness of the publications. The results reveal distinct strategies: Chega invests in a personalized, emotional, and performative approach, achieving higher levels of engagement, whereas Bloco de Esquerda adopts a more institutional and informative style, consistent with its identity but less effective in digital mobilization. This study contributes to a deeper understanding of political communication practices on TikTok and provides valuable insights for adapting political strategies to the dynamics of the contemporary digital environment.
With the accelerated growth of digital social networks, political communication has undergone significant transformations, redefining the way parties, leaders, and citizens interact within the public sphere. Among the various platforms, TikTok stands out as a global phenomenon, known for its speed, creativity, and ability to generate viral content that captures the attention of millions of users, particularly younger audiences. In this context, Portuguese political parties have increasingly integrated the platform into their digital strategies, adapting formats and languages to reach new publics and enhance voter engagement. This dissertation analyzes how the political parties Chega and Bloco de Esquerda use TikTok as a political communication strategy, exploring their narratives, formats, and results. To achieve this, a mixed-methods approach was adopted, combining quantitative and qualitative analyses of the 50 most viewed videos from each party, published in 2024, excluding formal electoral content to focus on organic communication. Content analysis was applied to identify themes, strategies, and visual elements, while the Engagement Rate by Views (ERV) was used to evaluate the impact and effectiveness of the publications. The results reveal distinct strategies: Chega invests in a personalized, emotional, and performative approach, achieving higher levels of engagement, whereas Bloco de Esquerda adopts a more institutional and informative style, consistent with its identity but less effective in digital mobilization. This study contributes to a deeper understanding of political communication practices on TikTok and provides valuable insights for adapting political strategies to the dynamics of the contemporary digital environment.
Descrição
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
Comunicação política TikTok Engagement Redes sociais Partidos políticos.