THE MANDATE IS ON: the social media of councilors from Minas Gerais

The article is part of studies on political communication and local legislatures. The objective is to identify and analyze the role that communication, particularly through social media, plays in councilors’ offices. Data collection was conducted in person in three cities in Minas Gerais — Barbacena, Belo Horizonte, and Juiz de Fora. In total, 70 councilors’ offices were interviewed through a semi-structured questionnaire administered by researchers. In 90% of the cases, there was at least one communication advisor with a background in the field or in related areas, reinforcing the thesis of the relevance of communication in this area. Regarding the use of social media by the advisors responsible for its management, there is an almost total adherence by the offices to this digital tool, using it to publicize mandate actions, receive citizen requests, and expand supporters, signaling a mandate that also exists in the virtual environment. The data also reveal a concern with building and maintaining the public image of the councilor, demonstrated by the use of social media profiles and the monitoring of digital media from other actors, also aiming to minimize the effects of potential fake news and similar initiatives, aligning with studies on permanent campaigning.

KEYWORDS
councilors; social media; communication advisors; permanent campaign