The Influence of the Media on a Leader's Image During the COVID-19 Pandemic: The Case of Admiral Gouveia e Melo
DOI:
https://doi.org/10.58050/comunicando.v13i1.372Keywords:
Admiral Gouveia e Melo, Media, Leadership, Pandemic, COVID-19Abstract
The media plays a pivotal role in disseminating information in contemporary society. In this regard, the undeniable influence of the media on a leader's image, particularly in times of crisis, is evident. This article aims to comprehensively analyze this influence, especially, through the analysis of the perceptions of the participants in this study, both military and civilian, of Admiral Gouveia e Melo's image, who spearheaded the task force responsible for the vaccination campaign in Portugal during the COVID-19 pandemic. Data collection involved a record of the number of searches and posts on social networks (Google Trends and BuzzSumo) and a questionnaire (n=456). The results indicate that Admiral’s perception as a leader was influenced by multiple factors, such as his military background and the communication strategies he utilized. Furthermore, the nature of the news coverage and the way the media portrayed Admiral Gouveia e Melo also positively influenced his image. Concurrently, despite the younger demographic's preference for the internet, television played a significant role in understanding Admiral Gouveia e Melo's role during the pandemic. Furthermore, numerous digital contents were published about the Admiral, generating significant interest from the general public and contributing to the construction of this personality's image.
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Copyright (c) 2024 Patrícia Bacalhau, Raquel Paulino, Sandra Almeida, Renato Pessoa dos Santos
This work is licensed under a Creative Commons Attribution 4.0 International License.
The authors retain the copyright, but grant Revista Comunicando the right of first publication. The work will be licensed under a Creative Commons License - Attribution 4.0 International.