Internet e imagem pública: o papel do weblog na estratégia de comunicação política de José Serra

Abstract

The paper examines the characteristics and peculiarities of communication strategies on the internet. More specifically, it appears that way the politician José Serra made use of site personnel in the period between elections. The text examines the new rules and behaviors that may be perceived as the use of digital tools has the potential to circumvent communication mediated by the parties and by the media and establish direct links with citizens. At first, we analyze the relationship between communication and policy, seeking to understand the forms of communication used by politics and political groups. Then we study the public image, a considerable part of contemporary political dispute, and specifically with the appropriation of the internet as a communication platform. Based on the idea of seeking public visibility and use of the internet, this paper analyzes posts, comments and structure of the José Serra’s website in order to understand how this communication strategy was built and has been able to achieve that objective. Nevertheless, we noticed a high degree of customization of speeches in an attempt to approach the Internet user who accesses the site and keep your image at stake in the sphere of public visibility.