Interesse público e construção de imagem: uma análise da comunicação pública realizada nas mídias digitais da Prefeitura de Pelotas/RS

Abstract

This study is subject to public communication in digital media to build political image. The issue of delimitation deals with public communication strategies used in digital social networks by the current administration (2012-2016) of the Pelotas City Hall (RS) and its influence on the construction of the public image of Mayor Eduardo Leite. The objective of the research is to analyze the formation of public image of the Mayor and Pelotas Prefecture, constituted by digital public communication present in this management. The specific objectives are to identify and analyze the actions and public communication strategies used by digital media in Prefecture Pelotas (RS) and the current mayor Eduardo Leite; classify such actions and strategies according to who manages them, if the executive or the Mayor's Management and; analyze the public image of the mayor from the content provided by digital media selected. The employed in this research methodology has quantitative character and quality, with critical and interpretive bias that made it possible to propose an array of comparative analysis, result of bibliographic research. The study is organized into three chapters, Public Communication: the practice the theoretical construction; Public and Institutional Image: Why and What?; and Methodology and Analysis. The research identified that public communications made by the Pelotas Prefecture, in the digital context, be set only in a categorization of public communication - political or government, but a combination of both. In addition, actions and strategies employed in the public communication lines have the political focus and image promotion of interest in order to provide visibility and boost recognition of the voting public, raising the degree of credibility of the political agent.