O Papel do Insight na Comunicação e Identificação Política
Martim Durão
1
1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal
To cite this text: Durão, M. (2025). O Papel do Insight na Comunicação e Identificação Política, Percursos & Ideias, 14, 70-81.
doi: 10.56123/pi2025n14007
Published Language: Portuguese.
Abstract
This study analyses the concept of insight as applied to political communication, highlighting its strategic role in creating emotional and symbolic bonds between the message and the audience. It explores the psychological mechanisms involving emotion, cognition, and social context, showing how insights activate affective predispositions and promote symbolic identification, authenticity, and political trust. The research addresses the integration of insight with communication theories, such as the Elaboration Likelihood Model, and emphasises the importance of narrative and aesthetic coherence for the construction of lasting relational affinity. It also discusses the role of positive and negative emotions, the influence of digital platforms in amplifying messages, and the ethical challenges associated with the use of emotional appeals. Finally, it highlights the need for qualitative and quantitative assessments to measure the real impact of insight-based strategies, stressing the importance of consistency between discourse and practice in order to maintain voter loyalty and trust over time.
Keywords
Political communication, Insight, Emotional identification, Relational affinity, Symbolic identification, Elaboration likelihood model, Digital platforms,
Political trust, Emotional appeals, Ethical challenges.
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