“It is not the presidential 1986.” PS anthem for social networks is criticized

Socialists are betting on a new form of communication for social networks, but experts are not convinced of their effectiveness.

The PS is betting on a New strategy for social networks And appeal to the young vote, with the release of an anthem and an anime -style comics generated by artificial intelligence.

However, the initiatives have been the subject of criticism of political communication experts, who consider that PS publications are not reaching the target audience and showing a generational division.

The anthem, officially released on Sunday, May 5, but already in circulation between militants, has the chorus “The future is already, already, already”And follows a two -minute video.

The choice of a vocalized musical theme contrasts with previous PS campaigns, usually marked by instrumental themes.

The idea, according to those responsible for the campaign, is to create something more “dynamic and contextualized with the days that run,” says a socialist source to.

However, the reception was mixed. LUÍS PASSION MARTINSancient PS campaigns in Socrates’ days, mocked the video. “It is for scenes as soon as I am offended when they accuse me of being the brain of PS communication,” he joked.

Ivone Ferreira, professor at the New University of Lisbon, questions the effectiveness of the format, pointing out that long videos are hardly consumed on social networks and that the anthem It would be more effective on radio or television. “These are not the presidential 1986,” he says.

The socialists also enjoyed the viral fashion of the comic band generated by AI, inspired by the Studio Ghibli style. The party created a strip that portrays a Portugal immersed in chaos, with degraded infrastructures and hopeless citizens, until the protagonist finds hope in the proposals of the PS.

Experts point to the use of “dystopian storytelling”, most common in negative campaigns, despite the declared intention of conveying a positive message. THE use of illustrations generated by IA Instead of hiring artists also generated controversy, with accusations of lack of support for the national creative economy.

Ivone Ferreira considers that the parties that communicate better on social networks are the Arrives and the left block. “Mariana Mortágua has been able to articulate, in short formats, an appealing visual language with clear argument and strong digital presence. André Ventura bets on a permanent conflict logic, with constant presence and polarizing style, which has ensured strong visibility in networks,” he argues.

The PS campaign defends itself by stating that “The criticism is partAnd that the focus is on communicating with a young electorate on the platforms where the party had a weak presence, such as Instagram and Tiktok.