It’s a match?

Analysis of the application “tinder do vote” as an electoral communication strategy

Abstract

The article analyzes the electoral match tool. Developed by the Folha de S. Paulo newspaper and by the Datafolha Institute, the tool promotes the meeting between voters and candidates, identifying affinity on various topics of public interest. But, is the application an element that can be added to electoral campaigns? Does it bring together a reasonable set of topics of public interest for the voting decision? To answer these and other questions, we analyze the context of the creation and strategic uses of the tool, that is, electoral campaigns in times of platformization (VAN DIJCK et al., 2018) and the performance of algorithms in the institution of new logics selection, hierarchy, recommendation and control of information flows (D'ANDRÉA, 2020). We observed that the tool, even without offering interactive and dialogical resources, is configured as an electoral communication strategy and collaborates with the process of democratization of public information.