Marketeirosdojair: a prática do astroturfing em contexto de campanha política

Abstract

It is proposed for the present work to discuss in what way the astroturfing practice shows in political communication produced around the political campaign to the candidacy of Jair Messias Bolsonaro (PSL). To fulfill that objective, an exploratory research was made through the bibliographical and documentary method. The work was constituted by two approaches. In the first, the political and electoral marketing field was explored, in its advertising compound, going back to fundamental issues of an online political campaign. In the second one, the astroturfing practice in the advertising's point of view is conceptualized and discussed, with focus on its digital interface. This practice in the context of political campaign was summarized in three topics. The use of an advertising structure to emulate the viralisation, the illegal financing by legal entities and the content characterization from target audience.