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Negative campaign in the Brazilian presidential race: an analysis of the attacks posted on Facebook by the main candidates

机译：巴西总统竞选中的负面竞选活动：对主要候选人在Facebook上发布的攻击的分析

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摘要

In 2014, the polls indicated a fierce dispute between the two main candidates running for the Brazilian Presidency, Dilma Rousseff (Workers' Party, PT) and Aecio Neves (Brazilian Social-Democracy's Party, PSDB). During the campaign, their media attitude towards each other became quite aggressive at times, especially on social network sites. The use of digital media to attack opponents is a recent electoral communication strategy in Brazil, since this was only the second presidential race in which those tools could be officially employed by the candidates. In order to analyse this new context, this paper compares the negative campaigning promoted on Facebook by Dilma and Aecio in the pre-campaign and campaign periods. For the purpose of the investigation, we collected all the 3907 posts published on the two candidates' official fan pages between 6 April and 26 October, 2014. Through the techniques of Content Analysis and Discourse Analysis, we identified and categorised the attacks based on the frequency, author, target and type of resource used. The results indicate that the electoral period was more negative than the pre-campaign, and that the preferred targets and the type of resource used by Rousseff and Neves varied over time.
机译：2014年的民意测验显示，竞选巴西总统职位的两名主要候选人之间的激烈争执是：迪尔玛·罗塞夫（工人党，PT）和埃西奥·内维斯（巴西社会民主党，PSDB）。在竞选期间，他们之间的媒体态度有时变得非常激进，尤其是在社交网站上。使用数字媒体攻击对手是巴西最近的选举沟通策略，因为这只是候选人可以正式使用这些工具的第二次总统竞选。为了分析这种新情况，本文比较了Dilma和Aecio在竞选前和竞选期间在Facebook上宣传的负面竞选活动。出于调查目的，我们收集了2014年4月6日至10月26日在两位候选人的官方粉丝页面上发布的所有3907个帖子。通过内容分析和语篇分析技术，我们根据攻击的来源对攻击进行了识别和分类。频率，作者，目标和使用的资源类型。结果表明，选举期比竞选前更为不利，而且罗塞夫和内夫斯的首选目标和使用的资源类型随时间而变化。

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