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Do like ao voto: o papel das redes sociais na construção da credibilidade e envolvimento político
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As redes sociais na comunicação política portuguesa têm-se desenhado como um espaço de presença digital para os partidos e candidatos. Neste contexto, os influenciadores digitais, a credibilidade, o envolvimento político e a relação dos partidos e candidatos no cenário político tem-se mostrado como um assunto atual e de pertiência. Neste sentido, foi formulada a seguinte questão de investigação: Qual o papel das redes sociais na percepção da credibilidade política e do envolvimento dos eleitores portugueses face aos partidos e políticos protugueses? O objetivo principal consiste em estudar a presença digital dos atores políticos. Com base neste propósito, foram delineados os seguintes objetivos específicos: avaliar de que forma a presença dos partidos e candidatos políticos nas redes sociais influencia a perceção de credibilidade; analisar o impacto dos influenciadores digitais na promoção do envolvimento político; comparar o nível de confiança atribuído às redes sociais em relação aos media tradicionais na obtenção de informação política; e identificar as perceções dos eleitores sobre o papel das redes sociais na disseminação de desinformação e na formação da opinião política. Relativamente às hipóteses, considerou-se que o uso das redes sociais pelos partidos e candidatos políticos aumenta a perceção de credibilidade; que o uso de influenciadores digitais potencia o envolvimento dos eleitores; e que as redes sociais são percecionadas como fontes tão ou mais credíveis do que os media tradicionais para obter informação política.
O trabalho seguiu uma abordagem quantitativa, com os dados a serem recolhidos através de um inquérito por questionário e analisados com o software R. Recolharam-se 293 respostas válidas.
Conclui-se que as redes sociais constituem um espaço relevante de visibilidade e envolvimento político, embora não substituam a credibilidade dos media tradicionais. O estudo evidencia a necessidade de uma comunicação política digital mais ética e próxima, capaz de equilibrar autenticidade, rigor e confiança no ecossistema informativo contemporâneo.
Social media in Portuguese political communication has taken shape as a space of digital presence for parties and candidates. In this context, digital influencers, credibility, political engagement, and the relationship between parties and candidates in the political arena have emerged as a timely and pertinent topic. Accordingly, the following research question was formulated: What role do social media play in the perception of political credibility and in the engagement of Portuguese voters with Portuguese parties and politicians? The main objective is to study the digital presence of political actors. Based on this purpose, the following specific objectives were outlined: to assess how the presence of political parties and candidates on social media influences the perception of credibility; to analyze the impact of digital influencers on fostering political engagement; to compare the level of trust attributed to social media versus traditional media in obtaining political information; and to identify voters’ perceptions of the role of social media in the spread of disinformation and in the formation of political opinion. Regarding the hypotheses, it was considered that the use of social media by political parties and candidates increases the perception of credibility; that the use of digital influencers enhances voter engagement; and that social media are perceived as sources as credible as, or more credible than, traditional media for obtaining political information. The study followed a quantitative approach, with data collected through a questionnaire survey and analyzed using R software. A total of 293 valid responses were collected. It is concluded that social media constitute a relevant space for visibility and political engagement, although they do not replace the credibility of traditional media. The study highlights the need for a more ethical and approachable form of digital political communication, capable of balancing authenticity, rigor, and trust in today’s information ecosystem.
Social media in Portuguese political communication has taken shape as a space of digital presence for parties and candidates. In this context, digital influencers, credibility, political engagement, and the relationship between parties and candidates in the political arena have emerged as a timely and pertinent topic. Accordingly, the following research question was formulated: What role do social media play in the perception of political credibility and in the engagement of Portuguese voters with Portuguese parties and politicians? The main objective is to study the digital presence of political actors. Based on this purpose, the following specific objectives were outlined: to assess how the presence of political parties and candidates on social media influences the perception of credibility; to analyze the impact of digital influencers on fostering political engagement; to compare the level of trust attributed to social media versus traditional media in obtaining political information; and to identify voters’ perceptions of the role of social media in the spread of disinformation and in the formation of political opinion. Regarding the hypotheses, it was considered that the use of social media by political parties and candidates increases the perception of credibility; that the use of digital influencers enhances voter engagement; and that social media are perceived as sources as credible as, or more credible than, traditional media for obtaining political information. The study followed a quantitative approach, with data collected through a questionnaire survey and analyzed using R software. A total of 293 valid responses were collected. It is concluded that social media constitute a relevant space for visibility and political engagement, although they do not replace the credibility of traditional media. The study highlights the need for a more ethical and approachable form of digital political communication, capable of balancing authenticity, rigor, and trust in today’s information ecosystem.
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Credibilidade política Redes sociais Influenciadores digitais Comunicação política Political credibility Social media Digital influencers Political communication