Estratégias de Comunica o Política Online: uma análise do perfil de José Serra no twitter

This article examines some of the main changes that Brazilian elections have faced thanks to the new media. More specifically, it studies how the candidate José Serra (PSDB, Brazilian Social Democracy Party) used Twitter over the 2010 presidential race. The text analyzes the new behaviors perceived once the digital media play an important role in getting votes. Are there new methods to run political campaigns? Or indeed one sees the continuity in the ways to reach voters? The study investigates the messages (tweets) posted by José Serra (@ joseserra_) during the 15 days before the 2nd round of presidential elections (17 to October 31, 2010). The empirical sample is based on the 221 messages posted by the candidate in the chosen period of time. On the one hand, we can say that the use of Twitter becomes important (a) to promote the public image of Serra; (b) to build a network with thousands of users willing to support him; and (c) to stimulate informal styles of interaction. On the other hand, it becomes evident that electoral strategies, even on Twitter, remain constrained by traditional conceptions of political marketing.