Análise das teorias do voto

Abstract

It is the final work of a specialization course in political marketing and public opinion in which the author develops, based on the literature disseminated in lectures and consulted in libraries, a discussion about the main theories on the electoral theme, the political dispute andthe decision of the vote in perspective of the elaboration of a campaign for the candidate Gilberto Batista, author of this text. It begins with the presentation of explanatory theories of voting and electoral behavior, in which four theories on political decision and voting are focused and enumerated. The author draws attention to the explanatory model of voting, obtained on the basis of methods of behavioral studies, as defined by the Michigan School, on electoral behavior and voting decision. According to this knowledge, the explanatory model and the methodology adopted by it, which are examined questions, when confirmed its hypotheses, is susceptible of generalizations for a larger contingent of the population. Tests of this theory have prompted their authors to claim their recognition by the scientific world as a scientific theory. Strategy for the conquest of the electorate, such as those adopted by political communication and the elaboration of possible scenarios, is presented as an initial priority for the candidate's positioning, and deduction of messages that call for a certain coherencebetween the candidate's image, perception of the electorate and its positioning. Through initial impressions of campaign leaders, the experience of the candidate and the consultants hired, it is possible to plan and manage the successive stages of a campaign that aims to be successful. The author of the text returns to the sources of the specialized literature in a re-reading of impressive details already experienced by marketers, resorting to ways to act professionally in electoral disputes. The well-structured scenarios, proposing something to be accomplished, such as feet on the ground, as well as enable assertive ways of leading to victory at the polls. These pre-established conditions are the result of research, since, although it is pointed out, luck in an electoral tie is something to be considered less, since election is related to a certain logic, and this is what the retrospective electoral analysis contributes (LAVAREDA, 2009;RIBEIRO MENDES, 2006).