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A utilização de recursos e ferramentas digitais associados à Internet por parte de campanhas eleitorais empreendidas por candidatos e partidos tem ganhado uma importância crescente nos últimos anos, produzindo casos emblemáticos como a eleição de Barack Obama nos Estados Unidos em 2008. O presente artigo tem o propósito de realizar um exercício de organizaçãoda literatura formada em torno das campanhas online, mostrando como as questões, problemas e discussões acerca do tema se modificaram ou se reconfiguraram ao longo dos anos. Ainda que poucos trabalhos tenham sido produzidos no Brasil até agora, o conjunto de questões levantadas para abordar o fenômeno das campanhas online em outros contextos culturais e políticos é essencial para a reflexão sobre os potenciais e obstáculos dessa comunicação política digital no contexto brasileiro. A metodologia consistiu no levantamento de bibliografia e em uma classificação desses trabalhos de acordo com o ano do corpus de análise. Nossos resultados indicam que, à medida da passagem dos anos, o discurso, as preocupações e as experiências empíricas relacionadas às campanhas online direcionaram seu foco para os potenciais de mobilização, engajamento e ativismo relacionados às características da web 2.0, reconfigurando os potenciais de provimento de informações não mediadas pelos media noticiosos e interatividade no plano dialógico característicos da fase dedicada aos web sites de campanha.
Abstract:
The growing importance of the uses of digital tools and devices related to the internet by candidates, parties and political campaign´s crews in almost twenty years of the online campaign´s existence produced emblematic cases like the election of Barack Obama in 2008. This paper organizes the major questions, discussions and contributions of the online campaign´s literature. The whole work here is designed to organize, in a chronological manner, the advances of the preoccupations related to the use of the internet by candidates and political parties. In the same way, we bring in to the light the dynamic of changes in the treatments of the questions and the potential of the new technologies in the electoral contests. Our results indicate that the literature changes the main focus of the preoccupations, discussions and de design of the empirical researches along the years, beginning with the interactivity potentials of the internet as well as the importance of the unmediated political information until reaching the actual phase of the online campaigns that emphasizes the engagement and mobilization potentials of the digital communications in line with the web 2.0 principles.
Keywords: internet; elections; online campaigns
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