El storytelling de la campaña presidencial portuguesa de 2016. Rebelo de Sousa vs. Sampaio da Nóvoa

  1. Díez, Jaime López 1
  2. Verissimo, Jorge 2
  1. 1 Universidad Complutense de Madrid, Spain
  2. 2 Instituto Politécnico de Lisboa, Portugal
Revista:
Sociedade e Estado

ISSN: 1980-5462,  0102-6992

Año de publicación: 2020

Volumen: 35

Número: 3

Páginas: 909-933

Tipo: Artículo

DOI: 10.1590/S0102-6992-202035030011 GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Sociedade e Estado

Resumen

El objetivo de este estudio ha sido analizar el storytelling de la campaña política de los dos principales candidatos a la presidencia de Portugal en las elecciones de 2016: Marcelo Rebelo de Sousa y António Sampaio da Nóvoa. La metodología empleada ha sido el análisis de contenido de los Personajes y la Trama en sus discursos de presentación de candidatura y en las noticias sobre sus campañas en los periódicos Expresso y Público. Los resultados muestran, en el análisis de prensa escrita, una relación entre el uso del personaje del villano y las encuestas de intención de voto, una mayor referencia en ambos candidatos a la situación de equilibrio final, así como que Rebelo de Sousa basó su narrativa en el héroe, mientras que en Sampaio da Nóvoa es significativa el recurso al villano.

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