O uso da causa animal como estratégia discursiva no Instagram : um estudo de caso no contexto da enchente de 2024 em Venâncio Aires.

Abstract

This study aims to analyze, based on Discourse Analysis, the publications of councilwoman Alessandra Ludwig on Instagram during the critical period of the flood in Venâncio Aires (RS), between April 30 and May 30, 2024. The research seeks to understand how the animal cause was used as a discursive strategy for political engagement and social mobilization, highlighting the role of digital communication in the construction of the public image of the parliamentarian in this context. Through the qualitative analysis of the posts, the main themes related to the defense of animal rights, the discursive resources, such as emotional appeals, persuasive language and visual elements, as well as the mechanisms of interaction and public engagement, measured by likes, comments and shares, were identified. The results demonstrate that the councilwoman articulated the animal agenda in a strategic way to strengthen her political legitimacy, expanding her visibility and connection with the population during the emergency period. The research also highlights how the use of social media has become an essential tool for contemporary political communication, allowing for more direct and immediate dialogue between leaders and citizens, especially in situations that require rapid and effective social mobilization. In this way, the work contributes to the understanding of the influence of digital media on local politics, highlighting the potential of the animal cause as a vector of engagement and political capital in contexts of social vulnerability.