Strategic communication of social movements on the internet: study on Facebook of the Landless Workers' Movement

• Grant number: 17/21427-3
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Effective date (Start): May 01, 2018
• Effective date (End): April 30, 2019
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal Investigator: Caroline Kraus Luvizotto
• Grantee: Mariana Alarcon Datrino
• Host Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil

Abstract

Today, digital media are part of the daily lives of many people and allow information to be more accessible, fast and mainly interactive, changing the concept of communication proposed by the old media. In this way, it is also a mobilization tool, being used by social movements that have seen in digital platforms an opportunity to guarantee greater reach and dissemination of their demands and their agenda. The purpose of this research is to reflect on the use of online social networks, especially Facebook, as a strategic communication tool of social movements. Specifically, it is expected to understand how the Landless Workers' Movement uses Facebook, and to identify whether there is strategic communication that optimizes work done outside cyberspace by analyzing content from shared and produced posts, reactions and comments from the public. Through this study, it is also intended to be able to make the tools and actions more effective and even propose possible transformations to guarantee an improvement that is meticulously aligned with the objectives of the MST through relationship strategies. (AU)