Possibilidades contra-hegemônicas da cidadania na construção do HGPE / The not hegemonic possibilities of the citizenship in building of the tv program




Based on qualitative researches done by political marketing group during the elective period aimed the legitimacy of political discourse on the free tv elective program, this work verifies the not hegemonic possibilities of civil society in building the agenda of that discourse and, as a result, empowering the democracy and the citizenship. The political rationality of the poor citizens was investigated by comparing it to the dominant classes. this study also investigated the subjects and perceptions raised in the qualitative researches and its match to the public interest to the political citizenship, besides its reflection in the tv program. The methodology was the same suggested by palacios (2007) in digital journalism. first, a literature review was done considering democracy and citizenship concepts. after that, the research object was delimited- the elective discourse on free tv elective program, followed by the citizen agenda hypothesis. then, analysis categories to do the empirical study seen in here as a case study was created by using qualitative researches done during municipal election in 2008 in Goiânia. It was done in two moments. in the first (pre-elective, 45 days before the propaganda ruled by elective justice court) the collected material was analyzed according to oliveiras interactive methodology (2007). in the second moment, the results were compared to the free tv elective program conducted by the winner candidate.The conclusion is that citizenship is not a factor of influence in the political discourse agenda. it is not due to other discourses such as the media , negative propaganda or interferences in political field, but because there is a consolidate idea among poor citizens against political discussions in primary communicative spaces, where micro or alternative public spheres could exist. there were not agreements or understandings among those citizens which could convince the politicians to include them in their discourses


horário gratuito de propaganda eleitoral. pesquisa qualitativa. cidadania. discurso político. agendamento cidadão comunicacao elective program, qualitative researches, citizenship, political discourse, agenda citizenship

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