UFRGS core study analyzed profiles of candidates for mayor and city council on the short video social network

Rosane de Oliveira Column | Henrique Ternus – 01/10/2024

Already consolidated during the electoral period, social media has been increasingly explored by candidates in their campaigns. Cuts from debates and interviews and short videos that engage voters are becoming more frequent, and a study by the Center for Research on Latin America at UFRGS (Nupesal), in partnership with the Democracia em Xeque Institute, looked at the TikTok profiles of candidates in Porto Alegre to understand how they try to gain voters' trust.

Since August, the group has been carrying out regional stages of the same research in several cities, in partnership with universities. The study looked at the TikTok profiles of all candidates for mayor and city councilor in the capital, as well as the pages of GZH, Governor Eduardo Leite and influencers in state politics. The third stage of the research was released this Tuesday (30), with an analysis of the content published between September 19 and 25. The coordination in Rio Grande do Sul is by professors Jennifer Azambuja de Morais and Alexsander Dugno Chiodi.

Leading the polls, Sebastião Melo (MDB) has a timid presence on TikTok, in contrast to his presence on Instagram. During the period under review, the mayor did not publish any videos on the Chinese platform, which, according to the study, has not harmed Melo's image with his electorate.

“The discreet strategy on social media contrasts with the engagement of other candidates, but appears to be effective for its target audience. This suggests that its campaign is focused on other communication channels or on an electorate less influenced by digital platforms, favoring more direct and traditional contact with voters,” says an excerpt from the document.

The analysis reinforces the mayor's campaign's internal assessment that the radio and television communication strategy is in the right tone and attracting voters.

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