Fundação Armando Alvares Penteado
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International Office - FAAP

Political Behavior and Public Opinion in Public Relations - 36 hours - 2 American credits

Professor in Charge: Fernando Amed -


The purpose of this seminar is to provide interested parties with the most recent approaches to Political Behavior that have established themselves as references in the performance of the different audiences that work in Social Networks. These new markers of behavior deserve the attention of Public Relations professionals.


Present the behavioral markers of the new public opinion present on social networks. Recognize the new ways of doing politics that are stimulated by affection, anger and resentment. Have different ways of recognizing the performance of public relations professionals in this context.


Expository classes with the support of multimedia (presentations, videos, internet)

Week 1

  • Course Presentation;
  • How democracy works in times of Social Media: everyone has an opinion and wants to be heard.

Week 2

  • Behavior in social networks: between addictions and few virtues;
  • Return of papers sent in relation to the topic of the previous class.

Week 3

  • Of anger and resentment: the era of affective polarization;
  • Return of papers sent in relation to the topic of the previous class.

Week 4

  • Constant mobilization and the need to maintain polarization: public opinion in times of rage;
  • Return of papers sent in relation to the topic of the previous class.

Week 5

Final presentation and analytical results of the channel.

  1. ACHEN, Christopher H. and BARTELS, Larry. Democracy for Realists: why elections do not produce responsive government. Princeton University Press: Princeton & Oxford, 2017;
  2. ALTER, Adam. Irresistível: por que você é viciado em tecnologia e como lidar com ela. São Paulo: Objetiva, 2008;
  3. BRENNAN, Jason. Against Democracy. Princeton University Press: Princeton & Oxford, 2017;
  4. DALTON, Russell J. and KLINGEMANN, Hans-Dieter. The Oxford Handbook of Political Behavior. Oxford: Oxford University Press, 2009;
  5. EMPOLI, Giuliano Da. Os engenheiros do caos: como as Fake News, as teorias da conspiração e os algoritmos estão sendo utilizados para disseminar ódio, medo e influenciar eleições. São Paulo: Vestígio, 2019;
  6. HAIDT, Jonathan. The righteous mind: why good people are divided by politics and religion. New York: Vintage Books, 2012.
    INGLEHART, Ronald e WELZEL, Christian. Modernização, Mudança Cultural e Democracia: a sequência do desenvolvimento humano. São Paulo: Francis, 2009;
  7. McClendon, Gwyneth H. Envy in Politics. New Jersey: Princeton University Press, 2018;
  8. STEPHENS-DAVIDOWITZ, Seth. Todo mundo mente: o que a internet e os dados dizem sobre quem realmente somos. São Paulo: Alta Books Editora, 2018.

Fernando Amed

School of Economics and International Relations of
Fundação Armando Alvares Penteado - FAAP, SP, Brazil
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Fernando Amed

Prof. Dr. Fernando Amed, Historian at USP's FFLCH, titular professor at Faap and at the Visual Arts course at University Center Belas Artes of São Paulo, author of academic articles and books including Thomas Sowel: the moral obligation to be skeptical, (2015), The Letters of Capistrano de Abreu: sociability and literary life in the Belle Epoque of Rio (2006). Researcher at Labô, Laboratory of Politics, Behavior and Media at Puc-SP.