Comunicação pública e opinião pública: a análise da campanha da reforma da previdência de 2017

Abstract

The present work consists of a content analysis of the audiovisual pieces that composed the campaign of the Social Security reform of 2017, through the official government channel on Youtube. The main objective of the research was: To analyze the contents and speeches used in the audiovisual advertisements of the Social Security reform campaign, published in 2017. With specific objectives: To discuss the concepts of public communication and public opinion; Map the pieces of the Social Security reform campaign; Identify and understand what communication strategies were used in the Campaign, through videos broadcast on the Government Channel. As a way to develop the proposed problem: What is brought content in the audiovisual advertisements by the Federal Government to promote the Social Security reform. In order to carry out this research, the methodology of content analysis was used, followed by the three research phases proposed by Bardin (2009), which are the pre-analysis, material exploration and treatment of results, inference and interpretation, in the 25 videos that form the object of this study. A more in-depth analysis of the contents was obtained, and it was possible to understand how the Government used the campaign to inform the citizen about the Pension Reform Proposal. However, despite the great investments that were made for the promotion, the Campaign did not have the success and the fact of being understood by itself to deal with a subject of public interest, so many people already had a formed opinion on the subject, the which made it difficult to convince through advertisements.