A economia da atenção no jornalismo digital : um estudo das estratégias do candidato Pablo Marçal para direcionar a cobertura das eleições de São Paulo em 2024

Abstract

This paper investigates the relationship between the attention economy and journalism, using as a case study the coverage of Pablo Marçal's campaign in the 2024 municipal elections in São Paulo. The research begins by developing a state-of-the-art of scientific productions that articulate the fields and, through a bibliographic review, establishes categories of analysis capable of identifying similarities and distances between the logic proposed by the new economic model and journalism. The central methodology used is content analysis, which was useful to evaluate 50 posts from the G1 portal on Instagram, collected in the period of four months prior to the election date, which comprise the empirical material. The results demonstrate that Marçal made an effort to bring the attention economy closer to the journalistic field to operationalize his political-electoral strategies by mobilizing public attention. However, his actions are incapable of connecting the fields due to structural divergences in the conceptions of these two activities. Thus, it is concluded that this dynamic carried out in digital social media presents substantial risks to the social function of journalism.