Identidade tocantinense em disputa nas redes sociais dos candidatos ao governo do estado do Tocantins em 2022

Abstract

Political discourse (PD) is frequently investigated in the academic context, reinforcing its importance in problematizing power relations that are established through language and discourse. However, we still have little research that focuses on regional DP, in an attempt to rescue local identity principles. In this regard, the objective of this dissertation is to analyze the discursive elements of Tocantins‘ identity mobilized by the candidates for the governorship of Tocantins during the 2022 electoral campaign on their respective Instagram pages. The theoretical framework is based on the interdisciplinary field of Discourse Analysis (DA) of the French tradition, which problematizes aspects related to the various meanings generated by the polysemic nature of language in relation to the temporal and spatial contexts in which it operates. In dialogue with DA studies, we also draw on some concepts from political communication (PC), such as the very notion of communication, as well as discussions on digital networks, which are widely used for interaction in contemporary society. The methodology is documentary in nature, with a qualitative approach, because the data were processed from a subjectivist perspective. We consider as the object of analysis the posts made by the main candidates for the governorship of Tocantins during the 2022 campaign on their respective Instagram profiles. The selected time frame is September of that year, as it preceded the voting month, and, therefore, it aggregated the largest flow of electoral posts. Using DA as a guiding tool, we selected 14 posts to undergo scientific analysis, which were organized into the following categories: i) aspects of Tocantins‘ popular culture; ii) aspects of the physical regionalism where the campaigns took place; and iii) cultural aspects of spaces of belonging. The results indicate an investment in Instagram as a strategy to boost candidates‘ popularity, considering social media as fertile ground for winning over new voters. Additionally, the research reveals that candidates frequently employ discursive strategies to create a closer connection with their electorate by drawing on elements of Tocantins‘ identity to persuade voters. Among such strategies, we highlight the use of emojis to convey warmth and friendliness, captions that criticize the opposing government, and visual resources aimed at humanizing the candidate, thereby increasing their popular appeal.