Internet e eleies 2010 no Brasil: rupturas e continuidades nos padres mediticos das campanhas polticas online Internet and the 2010 elections in Brazil: disruptions and continuities on the mediatic standards of online political campaigns

Este trabalho tem o objetivo de identificar linhas gerais de transformaes em trs dimenses das campanhas online: (1) provimento de informao poltica, (2) oferta de mecanismos de participao e (3) promoo de transparncia. Tais transformaes, paradoxalmente, tm se revelado uma espcie de tendncia nos padres de administrao das campanhas mais recentes. Nesse sentido, uma vez que os candidatos, caso desejem legitimar suas posies polticas perante o eleitorado, veem-se forados a oferecer aos usurios informao poltica em abundncia, bem como mecanismos de interveno e de transparncia, defende-se a ideia de que as exigncias de aperfeioamento feitas democracia como um todo acabam sendo transferidas aos prprios concorrentes deputao. This paper aims to identify some of the contemporary transformations in Brazilian online campaigns by analyzing three factors: (1) the new possibilities of providing political information, (2) the availability of mechanisms for participation and (3) the use of tools directed to improve accountability in electoral contexts. Paradoxically, such transformations have proven to be a kind of trend that directs how consultants manage online campaigns. In this sense, once the candidates in case they wish to legitimize their political positions before their electorate watch themselves being forced to offer the users abundant political information, as well as mechanisms of intervention and accountability, we consider this scenario and stand by the idea that improvement demands aimed at democracy as a whole end up being transferred to deputation candidates themselves.