Comparative analysis of the clipping of images posted on Facebook of presidential candidates in Brazil and Spain: a semiotic study

Authors

DOI:

https://doi.org/10.12795/Ambitos.2023.i60.10

Keywords:

social network, presidential campaign, discursive semiotics

Abstract

This article proposes a comparative study of the clipping of images from the Social Facebook network of presidential candidates in Brazil and Spain. In Brazil, in 2022, specifically candidates Luiz Inácio Lula da Silva (Workers’ Party) and Jair Bolsonaro (Liberal Party), and Spain, in 2018, Pedro Sánchez (PSOE) and Pablo Casado (Popular Party). We’ll try to see how each country creates the images of its candidates for their personal pages. The corpus of this study consists of the section of the main image of Facebook of presidential candidates created in Brazil and Spain. We have, in this article, two objectives, very clear and specific: (i) make a semiotic analysis of the content plane (narrative, discursive and fundamental levels) of the image clipping; and (ii) analyze the expression plan from the chromatic and topological categories, in order to verify how each candidate creates his image on the social network for election campaigns. As a theoretical framework we rely on discursive semiotics, mainly in the research of Greimas and Courtés (2008), Floch (1985, 1995a, 1995b), Oliveira (2004), Oliveira & Teixeira (2009), Barros (2002), Fiorin (1999; 2000; 2002) and Fontanille & Zilberberg (2001). The methodology used will be descriptive, as predicted by French semiotics, and the method employed is hypothetical-deductive. The expected results aim to demonstrate that the verbal and visual elements make the social network page of presidential candidates more meaningful to their voter/recipient (enunciator/recipient), who is influenced to choose and vote for a particular candidate.

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Author Biographies

Patricia Margarida Farias Coelho, Santo Amaro University

Patricia Margarida Farias Coelho has a degree in Philology (English/Portuguese) and is a specialist in Portuguese language teaching from the Faculty of Higher Education of Sciences and Letters of Braganca Paulista. She holds a Master's degree in Philology from Universidade Presbiteriana Mackenzie and a PhD in Communication and Semiotics from Universidade Católica de São Paulo. Post-doctorate in Intelligence Technologies and Digital Design at PUC-SP. She is Coordinator of the Interdisciplinary Master in Human Sciences at Universidade Santo Amaro. She was Coordinator of International Relations at Universidade Santo Amaro. Expert in Communication and Digital Media and Semiotics. Professor in the Master's and Doctorate in Education at the Methodist University of São Paulo - UMESP. She has experience in the area of Communication, Digital Media and Linguistics, with emphasis on Semiotics.

Esther Simancas González, University of Cadiz

Esther Simancas Gonzalez és, PhD in Audiovisual Communication and Advertising and professor in the Department of Marketing and Communication at the University of Cadiz, currently Vice-Dean of Students, Culture, Participation and Employability of the Faculty of Social Sciences and Communication. She is part of the research group SEJ-635: Feminism, communication and cooperation for social justice (FEMCOM).

ORCID: https://orcid.org/0000-0003-0747-8210

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Published

2023-04-15

How to Cite

Farias Coelho, P. M., & Simancas González, E. (2023). Comparative analysis of the clipping of images posted on Facebook of presidential candidates in Brazil and Spain: a semiotic study. Ámbitos. Revista Internacional De Comunicación, (60), 187–204. https://doi.org/10.12795/Ambitos.2023.i60.10

Issue

No. 60 (2023): Spring Edition

Section

ARTICLES

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Copyright (c) 2023 Patricia Farias Coelho, Esther Simancas González

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