Estratégias de comunicação política dos candidatos ao governo de Sergipe no 2º turno das eleições de 2022 no Instagram

Abstract

Political communication is one of the essential means to determine the success of an electoral campaign, it takes advantage of online media to create strategies on social networks, which are important elements for executing communication in the virtual environment. In this context, the present work aims to understand political marketing strategies, which are a set of deliberate and planned actions adopted to promote their political agendas, gain electoral support and influence public opinion, and how they were used on the candidates' Instagram. governor of the State of Sergipe in 2022, Fábio Mitidieri and Rogério Carvalho using the content analysis method. The results of the analyzes presented contribute to the academic debate about digital campaigns in electoral political communication, suggesting Rogério's lower engagement and negative repercussions, compared to his competitor.