assessoria de comunicaÇÃo e novas mÍdias análise da influência do twitter na rotina dos...
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8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
http://slidepdf.com/reader/full/assessoria-de-comunicacao-e-novas-midias-analise-da-influencia-do-twitter 1/55
NPDHDPMGL AÓCCDP PLGKI GICHDMPI
IWWDWWLPMI HD GLATJMGIÂÇL D JL^IW AÁHMIWIjécmwd hi mjnctïjgmi hl Xrmxxdp ji plxmji hlw iwwdwwlpdw
hd glatjmgiâçl hl Mjwxmxtxl Dcl
@dcl Klpmzljxd
Gdjxpl Tjm~dpwmxépml hd @dcl Klpmzljxd +TJM!@K-
0696
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
http://slidepdf.com/reader/full/assessoria-de-comunicacao-e-novas-midias-analise-da-influencia-do-twitter 2/55
NPDHDPMGL AÓCCDP PLGKI GICHDMPI
IWWDWWLPMI HD GLATJMGIÂÇL D JL^IW AÁHMIWIjécmwd hi mjnctïjgmi hl Xrmxxdp ji plxmji hlw iwwdwwlpdw
hd glatjmgiâçl hl Mjwxmxtxl Dcl
Aljlbpinmi ivpdwdjxihi il gtpwl hd Olpjicmwal hl GdjxplTjm~dpwmxépml hd @dcl Klpmzljxd +TJM!@K- glal pdytmwmxl vipgmic æl`xdjâçl hl bpit hd @igkipdc da Olpjicmwal*
Lpmdjxihlp? Aitpágml Btmckdpad Wmc~i Oÿjmlp
@dcl Klpmzljxd
Gdjxpl Tjm~dpwmxépml hd @dcl Klpmzljxd +TJM!@K-
0696
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
http://slidepdf.com/reader/full/assessoria-de-comunicacao-e-novas-midias-analise-da-influencia-do-twitter 3/55
Hdhmgl dwxd xpi`ickl i amjki mpaç# Aipmi Ctmzi# ytd vipxmt gdhl# aiwjçl wda hdm{ip i wti aipgi dxdpjmzihi jl adt glpiâçl d da xthl lytd dt nmzdp* Ilw adtw vimw d il adt mpaçl# vdcl ialp dglavpddjwçl* Dwwi ~mx÷pmi jçl í amjki5 aiw hd xlhlw j÷w* L`pmbihlvlp xthl*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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Ibpihdâl# hd nlpai wmjgdpi# i adt lpmdjxihlp# vdcl ivlml# mjgdjxm~l dvlp xdp gljnmihl ji amjki vdwwli d ji gljwxptâçl hdwxd xpi`ickl* ÆAipmi Gcipi# vdcl glavijkdmpmwal d ialp# adwal jlw aladjxlwhmnágdmw*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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PDWTAL
Dwxd xpi`ickl vpdxdjhd mj~dwxmbip glal ‗ d wd ‗ l twl hd jl~iw aáhmiw wlgmimw# gla ïjniwd jl
Xrmxxdp # xda alhmnmgihl i plxmji hd xpi`ickl hlw iwwdwwlpdw hd glatjmgiâçl hl Mjwxmxtxl Dcl#
iwwlgmiâçl vpm~ihi wda nmjw ctgpixm~lw d yticmnmgihi vdcl bl~dpjl hd Amjiw Bdpimw d vdcl
Bl~dpjl Ndhdpic glal Lpbijmziâçl hi Wlgmdhihd Gm~mc hd Mjxdpdwwd Vÿ`cmgl +Lwgmv-* I vipxmp
hd gljgdmxlw hdnmjmhlw vdclw itxlpdw dwxthihlw# hi glatjmgiâçl lpbijmzigmljic æw pdhdw
wlgmimw d æ rd` 0*6# dwxi`dcdgmhlw# pdwvdgxm~iadjxd# vlp Etjwgk +0667-# Pdgtdpl +066=- d@pmbbw +0662-# `twgi!wd ijicmwip# vlp adml hd mj~dwxmbiâôdw ytijxmxixm~iw d yticmxixm~iw# i
hm~tcbiâçl hd mjnlpaiâôdw hmépmiw# vdci iwwdwwlpmi hi pdndpmhi mjwxmxtmâçl# jl amgpl`clb aimw
igdwwihl da xlhl l atjhl*
Vici~piw!gki~d? Glatjmgiâçl lpbijmzigmljic5 Iwwdwwlpmi hd glatjmgiâçl5 Aáhmiw wlgmimw*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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CMWXI HD MCTWXPIÂÔDW
Nmbtpi 9 ! Xd{xl vt`cmgihl jl wmxd hl Mjwxmxtxl Dcl wl`pd vplgdwwlw wdcdxm~lw i`dpxlw* ********** 80
Bpénmgl 9 ‗ Vipxmgmviâçl hd gihi xdai htpijxd l vdpálhl ijicmwihl *************************************** 7=
Bpénmgl 0 ‗ Jÿadpl hd –xtáxdw‑ vlp hmi*********************************************************************************** 86
Bpénmgl 7 ‗ Vdpgdjxtic hd –xtáxdw‑ vlp xdaéxmgi jl hmi 09,6= ************************************************* 89
Bpénmgl 8 ‗ Ytijxmhihd hd wdbtmhlpdw vlp bptvl ******************************************************************** 87
Bpénmgl 4 ‗ Jÿadpl hd igdwwlw vlp hmi *********************************************************************************** 84
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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WTAÉPML
9 MJXPLHTÂÇL ****************************************************************************************************************** 6;
0 GLATJMGIÂÇL LPBIJM_IGMLJIC D IWWDWWLPMI HD MAVPDJWI ************* 96
0*9 I glatjmgiâçl d l vlhdp jiw lpbijmziâôdw ********************************************************************** 96
0*9*9 Glatjmgiâçl mjxdpji ****************************************************************************************************** 97
0*9*0 Glatjmgiâçl d{xdpji ***************************************************************************************************** 980*0 Olpjicmwal lpbijmzigmljic ************************************************************************************************* 94
0*0*9 Ndppiadjxiw hd glatjmgiâçl lpbijmzigmljic ***************************************************************** 9>
0*7 Iwwdwwlpmi hd mavpdjwi ****************************************************************************************************** 06
0*7*9 Iwwdwwlpmi hd mavpdjwi jl @piwmc *********************************************************************************** 00
7 L MAVIGXL HIW AÁHMIW WLGMIMW **************************************************************************** 08
7*9 L wtpbmadjxl hi mjxdpjdx *************************************************************************************************** 08
7*0 Rd` 0*6 ****************************************************************************************************************************** 04
7*7 Iw pdhdw wlgmimw ***************************************************************************************************************** 0>
7*7*9 D{davclw hd aáhmiw wlgmimw ******************************************************************************************** 0;
7*7*9*9 Lpetx **************************************************************************************************************************** 0;
7*7*9*0 Nigd`lle ********************************************************************************************************************* 0;
7*7*9*7 Xrmxxdp ************************************************************************************************************************** 0;
7*7*9*8 ]ltxt`d ************************************************************************************************************************ 0=
7*8 Iwwdwwlpmi hd mavpdjwi d pdhdw wlgmimw****************************************************************************** 76
8 L XRMXXDP GLAL NDPPIADJXI HD GLATJMGIÂÇL LPBIJM_IGMLJIC************************************************************************************************************************************************* 77
8*9 Adxlhlclbmi *********************************************************************************************************************** 77
8*9*9 Gpmxípmlw hd ijécmwd ********************************************************************************************************* 78
8*0 L Mjwxmxtxl Dcl ******************************************************************************************************************* 74
8*7 I iwwdwwlpmi hd glatjmgiâçl jl Mjwxmxtxl Dcl ****************************************************************** 74
8*8 Ijécmwd ******************************************************************************************************************************* 7;
8*8*9 Xdaéxmgiw ************************************************************************************************************************ 7;
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
http://slidepdf.com/reader/full/assessoria-de-comunicacao-e-novas-midias-analise-da-influencia-do-twitter 8/55
8*8*0 Npdytïjgmi d ixticmziâôdw *********************************************************************************************** 86
8*8*7 Cmjbtibda ********************************************************************************************************************** 87
8*8*8 Wdbtmhlpdw ********************************************************************************************************************** 84
8*4 Xrmxxdp# vdpálhl dcdmxlpic d ltxpiw ndppiadjxiw hd glatjmgiâçl mjwxmxtgmljic******************* 82
4 GLJGCTWÇL ********************************************************************************************************************* 8=
PDNDPÏJGMIW ******************************************************************************************************************** 49
IJD[LW ******************************************************************************************************************************** 47
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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;
MJXPLHTÂÇL
Il cljbl hiw hígihiw# iw iwwdwwlpmiw hd glatjmgiâçl wlgmic xïa hdwdj~lc~mhl mavlpxijxdxpi`ickl jl ytd wd pdndpd æ cdbmxmaiâçl hiw lpbijmziâôdw* Klod# npdyódjxdadjxd# i
glatjmgiâçl ixti# hdjxpl hd tai dwxptxtpi lpbijmzigmljic# wl` l wxixtw hd –gljwtcxlpmi
dwxpixíbmgi‑# hd alhl i lpmdjxip d mjxdpvpdxip lw aimw hm~dpwlw gdjépmlw jlw ytimw wd mjwdpd xic
dwxptxtpi* Otwxiadjxd da ntjâçl hmwwl# iw ndppiadjxiw hd glatjmgiâçl# mjxdpjiw d d{xdpjiw#
nmbtpia glal dcdadjxlw ~mximw æ amwwçl hiw lpbijmziâôdw*
Pdgdjxdadjxd# i mjxdpjdx viwwlt i mjxdbpip# glavcdadjxip d mjl~ip iw dwxpixíbmiw higlatjmgiâçl lpbijmzigmljic* Ta hlw vpmjgmvimw alxm~lw hdwwi athijâi í i rd` 0*6#
gljgdmxtihi vlp Aipe @pmbbw +0662# v*02- glal wdjhl æw vébmjiw hi rd` gtoi mavlpxàjgmi
hd~d!wd# vpmjgmvicadjxd# æ vipxmgmviâçl hlw twtépmlw* Gla l ih~djxl hi rd` 0*6# lw twtépmlw
hdm{ipia hd wdp ivdjiw gljwtamhlpdw# vipi wd xlpjip vplhtxlpdw hd gljxdÿhl ~dmgtcihl vdci
mjxdpjdx* D í vlp adml hl gljgdmxl hd rd` 0*6 ytd jiwgdpia hm~dpwiw aáhmiw wlgmimw# ytd
wdbtjhl Pdgtdpl +066=# v* 08-# vlhda wdp hdnmjmhiw glal ta gljotjxl hd ixlpdw d wtiw
gljd{ôdw*
Jiw pdhdw wlgmimw# lw vp÷vpmlw twtépmlw wçl lw pdwvljwé~dmw vdcl gljxdÿhl bdpihl# wda ytd#
vipi pdicmzip xic ndmxl# hdxdjkia gljkdgmadjxl xígjmgl i~ijâihl* Xia`ía hd iglphl gla
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d hmntwçl hd mjnlpaiâôdw vlp bptvlw aimw hm~dpwlw# hd nlpai ébmc d dwvljxàjdi*
Pdgdjxdadjxd# i iwwdwwlpmi hd glatjmgiâçl hl Mjwxmxtxl Dcl# iwwlgmiâçl vpm~ihi wda nmjw
ctgpixm~lw# yticmnmgihi vdcl bl~dpjl hd Amjiw Bdpimw d vdcl Bl~dpjl Ndhdpic glal
Lpbijmziâçl hi Wlgmdhihd Gm~mc hd Mjxdpdwwd Vÿ`cmgl +Lwgmv-# mjbpdwwlt ji rd` 0*6 d viwwlt#
dndxm~iadjxd# i twip aáhmiw wlgmimw glal l Xrmxxdp vipi glavipxmckip mjnlpaiâôdw hd mjxdpdwwd
vÿ`cmgl d hmjiamzip l pdcigmljiadjxl gla lw hm~dpwlw vÿ`cmglw hl Mjwxmxtxl*
Jdwwd wdjxmhl# i vpdwdjxd vdwytmwi `twgi pdncdxmp igdpgi hiw vlwwm`mcmhihdw hd mjxdpndpïjgmi hl
twl hd jl~iw aáhmiw wlgmimw ji plxmji hd xpi`ickl hd ta iwwdwwlp hd mavpdjwi# icía hd
mhdjxmnmgip ytimw wdpmia dwwiw mjnctïjgmiw d pdncd{lw hd ximw ndppiadjxiw wl`pd iw vpéxmgiw
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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olpjicáwxmgiw* Vipi mwwl# ijicmwi!wd i hm~tcbiâçl hd mjnlpaiâôdw jl vdpnmc hl Mjwxmxtxl Dcl jl
Xrmxxdp il cljbl hd 94 hmiw# djxpd 94 d 76 hd wdxda`pl hd 0696*
Vipi adcklp lpbijmzip d ivpdwdjxip iw mjnlpaiâôdw gljxmhiw jdwxi vdwytmwi# l xpi`ickl nlm
hm~mhmhl da xpïw vipxdw? ji vpmadmpi# hmwgtxmpia!wd i glatjmgiâçl lpbijmzigmljic d l vivdc
hiw iwwdwwlpmiw hd mavpdjwi hdjxpl hiw lpbijmziâôdw* Vipi Elvvcmj d Ndppipdxl +0666-# iw
ntjâôdw hiw iwwdwwlpmiw hd mavpdjwi# jl mjxdpmlp hiw lpbijmziâôdw# dwxçl iwwlgmihiw i iwvdgxlw
ntjhiadjximw# glal i jdgdwwmhihd hd hm~tcbip lvmjmôdw d pdicmziâôdw vipi hm~dpwlw vÿ`cmglw*
Oé Pdbl +9=;2- inmpai ytd alxm~lw hd lphda adpgihlc÷bmgi# glal i gljglppïjgmi# nmzdpia
gla ytd iw davpdwiw atxmvcmgiwwda wdtw adgijmwalw hd glatjmgiâçl# gla l mjxtmxl hd wd
xlpjip gljkdgmhiw d bijkip i vpdndpïjgmi vlvtcip*
Ji wdbtjhi vipxd hdwxi vdwytmwi# hd`ixd!wd l mavigxl hiw aáhmiw wlgmimw# d hi mjxdpjdx glal
ta xlhl# wl`pd iw lpbijmziâôdw* Icía hmwwl# mj~dwxmbi!wd l alhl gla iw jl~iw ndppiadjxiw
mjnctdjgmipia l xpi`ickl hlw iwwdwwlpdw hd mavpdjwi* Wdbtjhl @pmbbw +0662-# i bpijhd
athijâi ivpdwdjxihi vdci mjxdpjdx vipi lw admlw hd glatjmgiâçl# hmz pdwvdmxl il xpixl hiw
mjnlpaiâôdw vdci mavpdjwi* Gla l ih~djxl hi rd` 0*6# lw wmxdw d hdaimw ndppiadjxiw hi
mjxdpjdx hdm{ipia hd wdp gijimw dwxéxmglw hd glatjmgiâçl# ljhd wladjxd iw lpbijmziâôdwnici~ia# vipi xlpjipda!wd vcixinlpaiw hd xplgi hd mjnlpaiâôdw da htiw ~miw*
Ji vipxd hdwxmjihi æ ijécmwd# mjhibi!wd i pdwvdmxl hiw ixm~mhihdw dwvdgánmgiw hlw iwwdwwlpdw hd
mavpdjwi hl Mjwxmxtxl Dcl# gla l mjxmxtmxl hd ivtpip vlwwá~dmw `djdnágmlw d aicdnágmlw hl twl
hd ndppiadjxiw glal l Xrmxxdp * Icía hmwwl# pdicmzi!wd ijécmwd ytijxmxixm~i d yticmxixm~i hiw
mjnlpaiâôdw hm~tcbihiw vlp adml hi pdndpmhi ndppiadjxi# gla l mjxtmxl hd hmwwdgip d ijicmwip
hd ytd nlpai d gla ytd l`odxm~lw i dytmvd hd olpjicmwxiw xda ndmxl twl hl Xrmxxdp*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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96
0 GLATJMGIÂÇL LPBIJM_IGMLJIC D IWWDWWLPMI HD MAVPDJWI
0*9 I glatjmgiâçl d l vlhdp jiw lpbijmziâôdw
I glatjmgiâçl xda wmhl twihi glal vlhdp cdbmxmaihlp hiw lpbijmziâôdw il cljbl hl xdavl*
Npijgmwgl Bithïjgml Xlpytixl hl Pdbl +9=;># v*92- hdwmbji l vivdc d{dpgmhl vdci
glatjmgiâçl glal ta vlhdp d{vpdwwm~l# giviz hd cdbmxmaip ltxplw vlhdpdw d{mwxdjxdw hdjxpl
hi lpbijmziâçl# glal l pdatjdpixm~l# l jlpaixm~l d l gldpgmxm~l* Gmxihl vlp Pdbl# Iamxim
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hdjxpl hiw lpbijmziâôdw# iw hmndpdjâiw lpbijmzigmljimw `iwdihiw da xmvlw hd vlhdp wçld~mhdjxdw* Iwwma# wdbtjhl Pdbl# i vipxmp hdwxdw xpïw xmvlw hd vlhdpdw# í vlwwá~dc ijicmwip i
lpbijmziâçl wl` lw vpmaiw wlgmlc÷bmgl# vwmglc÷bmgl d ijxplvlc÷bmgl ytd wdp~da hd `iwd vipi
dwxthip i ytdwxçl hi glatjmgiâçl lpbijmzigmljic +Pdbl# 9=;># v*94-*
Wd icbtjw vlhdpdw cdbmxmaia i davpdwi# i glatjmgiâçl d{dpgd mbticadjxd ta gdpxld bpijhd vlhdp* I glatjmgiâçl# ytd# djytijxl vplgdwwl# xpijwndpd wma`lcmgiadjxdmhímiw djxpd mjxdpclgtxlpdw# í giviz hd# vdcl wmavcdw nixl hd d{mwxmp# bdpip mjnctïjgmiw*+PDBL# 9=;># v*92-*
Wdbtjhl Pdbl +9=;>-# í l vlhdp d{vpdwwm~l d{dpgmhl vdci glatjmgiâçl# ihmgmljihl i
dcdadjxlw d{vpdwwm~lw d dalxm~lw# ytd ~mi`mcmzi lw vplgdwwlw `tplgpéxmglw hdjxpl hiw
lpbijmziâôdw# d nizda hl ixl hd ihamjmwxpip tai pdciâçl wlgmic vlwmxm~i# ytd xpijwgdjhd i
adpi pdciâçl adgàjmgi djxpd iw vlwmâôdw hl lpbijlbpiai mjwxmxtgmljic* Icía hmwwl# l
vplgdwwl glatjmgigmljic# hd iglphl gla Pdbl# í l pdwvljwé~dc vdci mjxdbpiâçl hd xlhiw iw
vipxdw nlpaihlpiw hd tai lpbijmziâçl*
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8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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–pd~lctâçl mjhtwxpmic‑# ytd# hd adihlw hl wígtcl [^MMM il mjágml hl wígtcl [[# í pdwvljwé~dc
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glavpddjwçl hd wtiw ntjâôdw jl àa`mxl hi davpdwi*
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hdjxpl hiw mjhÿwxpmiw# hd~mhl æw gljxpihmâôdw lpmtjhiw xia`ía hiw hmndpdjâiw wlgmimw d
mjxdcdgxtimw djxpd lw xpi`ickihlpdw?
Icbtaiw vdwwliw gladâipia i maibmjip ytd tai hiw aijdmpiw hd wlctgmljip dwwiwgljxpihmâôdw mjxdpjiw wtpbmhiw jl adml davpdwipmic wdpmi i vt`cmgiâçl hd olpjimw ltpd~mwxiw vipi lw ntjgmljépmlw gla l l`odxm~l hd niamcmipmzé!clw gla l ia`mdjxd d ivp÷vpmi vlcáxmgi hi lpbijmziâçl d hd hmamjtmp iw hmwxàjgmiw náwmgiw djxpd iihamjmwxpiâçl gdjxpic d i `iwd lvdpépmi* +PDBL# 9=;2# v*9;-*
Djxpdxijxl# vipi Pdbl +9=;2-# jçl nlpia wladjxd lw alxm~lw mjxdpjlw ytd cd~ipia il
wtpbmadjxl hlw olpjimw hd davpdwi* Vipi l itxlp# ké ltxplw alxm~lw# hd lphda adpgihlc÷bmgi#
xia`ía hd bpijhd mjnctïjgmi?
I vplhtâçl da aiwwi# gtolw vpma÷phmlw xia`ía wd djgljxpia ji pd~lctâçlmjhtwxpmic# xplt{d aimlpdw nigmcmhihdw hd vplhtâçl d dwxi`dcdgdt iw `iwdw hl pdbmadglavdxmxm~l hd adpgihl* I épdi hd adpgihlclbmi gladâi~i i al~madjxip!wd* Vipi
djnpdjxip i gljglppïjgmi# iw davpdwiw xm~dpia hd atcxmvcmgip lw wdtw adgijmwalw hdglatjmgiâçl# i nma hd wd xlpjipda aimw gljkdgmhiw d bijkipda i vpdndpïjgmi hlvÿ`cmgl* +PDBL# 9=;2# v*9;-*
Vipi Aipbipmhi Etjwgk +0667# v*20-# iw lpbijmziâôdw hd~da dwxip ixdjxiw il nixl hd ytd jda
wdavpd wdtw ixlw glatjmgixm~lw xdpçl dndmxlw vlwmxm~lw* Wdbtjhl i itxlpi# nixlpdw glavcd{lw
jlw ia`mdjxdw mjxdpjlw d d{xdpjlw hd~da wdp cd~ihlw da gljxi jlw vplgdwwlw glatjmgixm~lw*
^icd xia`ía igpdwgdjxip ytd jçl í vdcl nixl hd d{mwxmp tai glatjmgiâçlnlpaicmzihi lt wmwxdaixmzihi ytd xlhlw lw vpl`cdaiw hd tai lpbijmziâçl dwxçl ltwdpçl pdwlc~mhlw* Wdpmi tai wlctâçl wmavcmwxi* Í jdgdwwépml dwxthip xlhlw lwndjøadjlw mjxpájwdglw d d{xpájwdglw hl ytd gljwxmxtm ta ibptviadjxl hd vdwwliw
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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+lpbijmziâôdw- ytd xpi`ickia glcdxm~iadjxd vipi ixmjbmp adxiw dwvdgmnmgiw#pdcigmljijhl!wd mjmjxdpptvxiadjxd# gihi tai gla wti gtcxtpi d wdt tjm~dpwlglbjmxm~l# d{dpgdjhl vivímw d wlnpdjhl xlhiw iw vpdwwôdw mjdpdjxdw il wdt ia`mdjxdmjxdpjl d d{xdpjl# icía hd xdpda hd djnpdjxip iw `ippdmpiw ytd jlpaicadjxd dwxçlvpdwdjxdw jl vplgdwwl glatjmgixm~l* +ETJWGK# 0667# v*20-
Ixticadjxd# wdbtjhl l itxlp# gihi ~dz aimw i glatjmgiâçl pdgd`d l wxixtw hd gljwtcxlpmi
dwxpixíbmgi# vpmjgmvicadjxd da wmxtiâôdw hd gpmwd hdjxpl hiw lpbijmziâôdw* Xic wxixtw hd~d!wd
æw ntjâôdw hd lpmdjxiâçl# cdmxtpi hl adml ia`mdjxd# mjxdpvpdxiâçl hlw gdjépmlw d hd
iwwdwwlpiadjxl ilw wmwxdaiw hdgmw÷pmlw ytd hd~da wdp cd~ihiw da gljwmhdpiâçl vdcl wdxlp*
Hd iglphl gla Bpiâi Npijâi Aljxdmpl +mj HTIPXD 0667# v*986-# i vt`cmgmziâçl hd
igljxdgmadjxlw gljwmhdpihlw pdcd~ijxdw xlpjlt!wd tai hiw aimw mavlpxijxdw dwxpixíbmiwihlxihiw vdclw hm~dpwlw giavlw wlgmimw vipi l`xdp# iwwma# i ivpl~iâçl hi wlgmdhihd#
bipijxmjhl# vlp nma# i cdbmxmamhihd hi lpbijmziâçl* Vipi i itxlpi# –jl atjhl gljxdavlpàjdl#
l wi`dp ntjhiadjxihl ji itxlpmhihd ‚hiytdcd ytd nici“ viwwlt i wdp cdbmxmaihl vlp ‚iytdcd
ytd lt~d“# i lvmjmçl vÿ`cmgi‑ +ALJXDMPL# mj HTIPXD# 0667# v*989-*
Aljxdmpl +0667# v*989- inmpai ytd d{mwxd tai gcipi mjxdjâçl# vlp vipxd hi aimlpmi hiw
lpbijmziâôdw# hd wd glclgip otjxl æ mavpdjwi# glal pdndpïjgmi da wdt giavl hd ixtiâçl*
Adhmijxd i vplalâçl hd igljxdgmadjxlw d i vplhtâçl hd jlxágmiw vipi wdpdahm~tcbihiw vdci aáhmi# iw mjwxmxtmâôdw mjwdpda!wd jl dwviâl vÿ`cmgl# gljwxptmjhl jçlivdjiw tai pdvpdwdjxiâçl hd wm adwai +aimw gljkdgmhi glal –maibdamjwxmxtgmljic‑-# glal xia`ía i pdicmhihd hl giavl da ytd ixtia +ALJXDMPL#0667# v*989-*
Wdbtjhl Pdbl +9=;># v*09-# gljxthl# lw xdaiw ~dmgtcihlw vlp adml hd olpjimw d pd~mwxiw
mjxdpjiw –xdjhda i wdp hd`ixmhlw vdclw ada`plw hlw hm~dpwlw bptvlw ytd mjxdbpia i
lpbijmziâçl* D í hdwwi xplgi hd mhímiw ytd ~im jiwgdp i lvmjmçl hi aimlpmi hlw mjhm~áhtlw‑*Dwwi lvmjmçl ~im hd djgljxpl gla i kmv÷xdwd hl ibdjhi!wdxxmjb# hdwgpmxi vlp Wkir d gmxihi vlp
Rlcn* Xic kmv÷xdwd hdndjhd ytd?
–da gljwdytïjgmi hi iâçl hlw olpjimw# hi xdcd~mwçl d hlw ltxplw admlw hdmjnlpaiâçl# l vÿ`cmgl wi`d lt mbjlpi# vpdwxi ixdjâçl lt hdwgtpi# pdicâi ltjdbcmbdjgmi dcdadjxlw dwvdgánmglw hlw gdjépmlw vÿ`cmglw* Iw vdwwliw xïa xdjhïjgmivipi mjgctmp lt d{gctmp hlw wdtw vp÷vpmlw gljkdgmadjxlw iytmcl ytd lw aiww adhmimjgctda lt d{gctda hl wdt vp÷vpml gljxdÿhl* Icía hmwwl# l vÿ`cmgl xdjhd i ixpm`tmp
æytmcl ytd dwwd gljxdÿhl mjgctm tai mavlpxàjgmi ytd pdncdxd hd vdpxl i ïjniwdixpm`táhi vdclw aiww adhmi ilw igljxdgmadjxlw# ilw vpl`cdaiw# æw vdwwliw‑+WKIR# ivth RLCN# 0667# v*988-*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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I jdgdwwmhihd hd wd glatjmgip ndz hl vcijdoiadjxl d hiw iâôdw hd glatjmgiâçl i vpmjgmvic
hdxdpamjijxd hl gpdwgmadjxl davpdwipmic* Iwwma# wdbtjhl Pdbl +9=;>-# vipi gpdwgdp#
vplwvdpip d aijxdp i gljnmijâi da wti mjxdbpmhihd d jl `la wdjwl hd wtiw ixtiâôdw d
vlcáxmgiw# xlhi lpbijmziâçl viwwi i hdvdjhdp hd ta vplbpiai hd glatjmgiâôdw ytd hmbi
pdwvdmxl jçl w÷ i wdt vdwwlic# aiw ilw gcmdjxdw# nlpjdgdhlpdw d igmljmwxiw*
0*9*9 Glatjmgiâçl mjxdpji
Tai hiw bpijhdw hmnmgtchihdw vipi wd xdp tai glatjmgiâçl l`odxm~i# d ytd gljwmbi ixdjhdp i
xlhlw lw vÿ`cmglw hd tai lpbijmziâçl# dwxé da wd dytmcm`pip# hd ta cihl# tai glatjmgiâçl
vpl~djmdjxd hiw mjnlpaiâôdw d gljkdgmadjxlw xígjmglw d# hl ltxpl# tai glatjmgiâçl nptxl
hlw ~iclpdw d jlpaiw ~mbdjxdw hdjxpl hl dwviâl lpbijmzigmljic*
Iw ixm~mhihdw hd ta hdvipxiadjxl hd glatjmgiâçl# jl mjxdpmlp hd tai lpbijmziâçl# wçl
gljwxmxtáhiw vlp hlmw ia`mdjxdw hmwxmjxlw? mjxdpjl d d{xdpjl* I glatjmgiâçl mjxdpji í# ji
~mwçl hd Aipbipmhi Etjwgk# –ta wdxlp vcijdoihl# gla l`odxm~lw `da hdnmjmhlw# vipi
~mi`mcmzip xlhi i mjxdpiâçl vlwwá~dc djxpd i lpbijmziâçl d wdtw davpdbihlw# twijhl
ndppiadjxiw hi glatjmgiâçl mjwxmxtgmljic d ixí hi glatjmgiâçl adpgihlc÷bmgi‑ +ETJWGK#
0667# v*948-*
Vipi Bithïjgml Xlpytixl# jl ia`mdjxd mjwxmxtgmljic# lw l`odxm~lw hi glatjmgiâçl `twgia
alhmnmgip d ihivxip l glavlpxiadjxl hiw vdwwliw æw jlpaiw xpiâihiw# mjnctdjgmip ixmxthdw d
vpdndpïjgmiw# icía hd gippdip xlhlw lw ixlw gla ~mwxiw æ d{dgtâçl hiw adxiw vplbpiaihiw
+PDBL# 9=;># v*>6-*
Etjwgk +0667- gmxi i hdnmjmâçl hd glatjmgiâçl mjxdpji hl Vcijl hd Glatjmgiâçl Wlgmic hi
davpdwi Pklhmi# glal ta `la d{davcl hd gljgdmxtiâçl* –I glatjmgiâçl mjxd pji í tai
ndppiadjxi dwxpixíbmgi vipi i glavixm`mcmziâçl hlw mjxdpdwwdw hlw davpdbihlw d hi davpdwi#
ixpi~íw hl dwxáatcl il hméclbl# æ xplgi hd mjnlpaiâôdw d hd d{vdpmïjgmiw d æ vipxmgmviâçl hd
xlhlw lw já~dmw‑ +ETJWGK# 0667# v*948-*
I itxlpi pdwwicxi ytd i mavlpxàjgmi hi glatjmgiâçl mjxdpji pd~dci!wd# wl`pdxthl# jiwvlwwm`mcmhihdw vlp dci lndpdgmhiw jl dwxáatcl il hméclbl d æ xplgi hd mjnlpaiâôdw djxpd i
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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bdwxçl d{dgtxm~i d i `iwd lvdpigmljic hd tai lpbijmziâçl* Vipi Etjwgk# tai glatjmgiâçl
mjxdpji vipxmgmvixm~i# ytd wd ~icd hd xlhlw lw xmvlw hd mjwxptadjxlw vlwwá~dmw# vlhdpé dj~lc~dp
l davpdbihl jlw iwwtjxlw hi lpbijmziâçl# nizdjhl hdwxd ta vlpxi!~lz hi lpbijmziâçl
+ETJWGK# 0667# v*94=-*
Wdbtjhl Pdbl +9=;>-# i glatjmgiâçl mjxdpji iwwtad# jiw lpbijmziâôdw# ta gipéxdp
hltxpmjépml d dhtgixm~l# gla gipigxdpáwxmgiw vdpwtiwm~iw# gtol l`odxm~l í vplhtzmp# jlw
ntjgmljépmlw# ixmxthdw d glavlpxiadjxlw ytd ~çl il djgljxpl hl hdwdol hl glaijhl hi
lpbijmziâçl* Lvmjmçl glavipxmckihi vlp Aipbipmhi Etjwgk +0667- ytd inmpai?
I vpmadmpi gljwxixiâçl ytd vlhdalw nizdp í i jdgdwwmhihd hd gljwmhdpipalw iglatjmgiâçl mjxdpji glal tai épdi dwxpixíbmgi# mjglpvlpihi jl gljotjxl hihdnmjmâçl hd vlcáxmgiw# dwxpixíbmiw d l`odxm~lw ntjgmljimw hi lpbijmziâçl* Hd~d d{mwxmpxlxic iwwmamciâçl hi mhími vlp vipxd hi gÿvtci hmpdxm~i# hlw vplnmwwmljimw pdwvljwé~dmwvdci mavcijxiâçl d hlw ibdjxdw mjxdpjlw dj~lc~mhlw* Giwl gljxpépml# lw vplbpiaiw iwdpda cd~ihlw i dndmxl glppdpçl l pmwgl hd wdp vipgmimw d vicmixm~lw +ETJWGK# 0667v*94>-*
0*9*0 Glatjmgiâçl d{xdpji
I glatjmgiâçl d{xdpji í pdwvljwé~dc vlp vlwmgmljip i maibda hi lpbijmziâçl otjxl æ
wlgmdhihd d xda vlp nlgl vpmjgmvic i lvmjmçl vÿ`cmgi* Iwwma# l iglavijkiadjxl hiw
vpmjgmvimw xdjhïjgmiw hi lvmjmçl vÿ`cmgi hd~d wdp vpmlpmhihd hlw glatjmgihlpdw* Vipi Pdbl
+9=;>-# l gpdwgmadjxl hiw davpdwiw d lpbijmziâôdw dwxé ixpdcihl æ iavcmiâçl lt æ
aijtxdjâçl# da icxl bpit# hi givigmhihd hd gljwtal hl adpgihl# bdpijhl i jdgdwwmhihd hd
lw hmpmbdjxdw davpdwipmimw wd txmcmzipda hlw vlhdplwlw admlw hd glatjmgiâçl vipi dwxmatcip
dwxd adpgihl i gljwtamp gihi ~dz aimw +PDBL# 9=;># v*20-*
Glal wd wi`d# i aáhmi xda wmhl txmcmzihi vdciw davpdwiw vipi xlpjip iw dwglckiw hlwgljwtamhlpdw wmavcdwadjxd tai ytdwxçl hd vdpwtiwçl* Vdpwtiwçl vdci mjnlpaiâçlglj~mjgdjxd +olpjicáwxmgi-5 vdpwtiwçl vdci ipbtadjxiâçl w÷cmhi# pigmljic# c÷bmgi# ltvdci wtbdwxçl,mjhtâçl wt`cmamjip# hd gipéxdp dalxm~l +adjwibdjw vt`cmgmxépmiw-5vdpwtiwçl vdci mhdjxmnmgiâçl hd ~iclpdw djxpd davpdwiw d vÿ`cmglw xlpjijhlwmavéxmglw d ni~lpé~dmw i ta gljgdmxl d tai mhdjxmhihd davpdwipmic +PdciâôdwVÿ`cmgiw- +PDBL# 0660# v*>8-*
Wd i glatjmgiâçl d{xdpji ia`mgmlji l gljkdgmadjxl d i vplalâçl hi lpbijmziâçl vlp vipxd
hl vÿ`cmgl# gi`d ilw glatjmgihlpdw# jl djxijxl# dwxip ixdjxlw# vipi xpijwamxmp mjnlpaiâôdw
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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jçl w÷ mjxdbpihiw ilw glavplamwwlw hd hdwdj~lc~madjxl hi davpdwi ytd dcdw pdvpdwdjxia#
aiw# il adwal xdavl# mhdjxmnmgihiw gla iw iwvmpiâôdw hlw gljwtamhlpdw*
0*0 Olpjicmwal lpbijmzigmljic
I glatjmgiâçl lpbijmzigmljic í pdwvljwé~dc vdci ijécmwd hl ntjgmljiadjxl hlw vplgdwwlw d
wmwxdaiw hd glatjmgiâçl djxpd tai lpbijmziâçl d wdtw aimw ~ipmihlw vÿ`cmglw* Wdbtjhl
Etjwgk +0667-# lw xdpalw –glatjmgiâçl lpbijmzigmljic‑# –glatjmgiâçl davpdwipmic‑ d–glatjmgiâçl glpvlpixm~i‑ wçl twihlw# jl @piwmc# wda hmwxmjâçl# vipi hdwmbjip xlhl xmvl hd
xpi`ickl hd glatjmgiâçl pdicmzihl vlp tai lpbijmziâçl* Wdbtjhl i itxlpi?
I jlwwl ~dp# l xdpal glatjmgiâçl –lpbijmzigmljic‑# ytd i`ipgi xlhl l dwvdgxpl hiwixm~mhihdw glatjmgigmljimw# ivpdwdjxi aimlp iavcmxthd# ivcmgijhl!wd i yticytdp xmvlhd lpbijmziâçl ‗ vÿ`cmgi# vpm~ihi# wda nmjw ctgpixm~lw# LJBw# ntjhiâôdw dxg*# jçl wdpdwxpmjbmjhl il àa`mxl hl ytd wd hdjlamji –davpdwi‑ +ETJWGK# 0667# v*946-*
Vipi Pdbl +9=;>-# l l`odxm~l hlw vplnmwwmljimw ytd xpi`ickia gla i glatjmgiâçl hdjxpl hiwlpbijmziâôdw í bdpip gljwdjxmadjxl# vplhtzmjhl igdmxiâçl vlp adml hd tai glatjmgiâçl
d{vpdwwm~l!dalgmljic* Xic mavlpxàjgmi# wdbtjhl l itxlp# pdwmhd jl nixl hd i glatjmgiâçl
wdavpd ixtip hdjxpl hiw lpbijmziâôdw# glal tai adhmihlpi hi xplgi hd mjnlpaiâôdw djxpd lw
wdtw vÿ`cmglw* –Hd ta cihl# ké ta xmvl hd glatjmgiâçl ytd í nptxl hi mjnlpaiâçl d
gljkdgmadjxl xígjmgl# d# hd ltxpl# iw ixmxthdw# ~iclpdw# jlpaiw* I ytdwxçl í iotwxip iw htiw
vipxdw# nlpaijhl ta glavlwxl glatjmgigmljic ytd vlwwi wdp gljwtamhl jixtpicadjxd‑
+PDBL# 9=;># v*70-*
Jl djxijxl# Pdbl +9=;>- í djnéxmgl il inmpaip ytd# ivdwip hd wdt vivdc gljwdjwtic hdjxpl hi
lpbijmziâçl# jçl gi`d æ glatjmgiâçl lpbijmzigmljic l vivdc hd dcmamjip iw nlpâiw
hdwibpdbihlpiw# aiw# vlp ltxpl cihl# nlpjdgdp# ilw davpdbihlw# admlw hd pdnlpâip d cijâip ctz
ilw wdtw ~iclpdw `éwmglw# da tai –wlgmicmziâçl ihtcxi hi gtcxtpi‑ +PDBL#9=;># v* 78-
Hd iglphl gla Etjwgk +0667-# i glatjmgiâçl lpbijmzigmljic í gljnmbtpihi vlp hm~dpwiw
alhicmhihdw# ytd vdpviwwia vlp wti ixm~mhihd d í glavlwxi vdci glatjmgiâçl mjwxmxtgmljic#
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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glatjmgiâçl adpgihlc÷bmgi# glatjmgiâçl mjxdpji d i glatjmgiâçl ihamjmwxpixm~i#
alhicmhihdw ytd gljgdmxtipdalw i wdbtmp?
I glatjmgiâçl mjwxmxtgmljic í pdwvljwé~dc vdci gljwxptâçl d nlpaixiâçl hd tai maibda d
mhdjxmhihd glpvlpixm~iw nlpxdw d vlwmxm~iw* Icía hmwwl# gi`d æ glatjmgiâçl mjwxmxtgmljic
gljkdgdp i lpbijmziâçl d glavipxmckip wdtw ixpm`txlw# glal wti amwwçl# ~mwçl d ~iclpdw# d jçl
w÷ nizdp tai hm~tcbiâçl mjwxmxtgmljic d hd aipgiw +ETJWGK# 0667# v*9>8-*
I glatjmgiâçl adpgihlc÷bmgi? pdwvljhd vlp xlhi i vplhtâçl glatjmgixm~i da xlpjl hlw
l`odxm~lw adpgihlc÷bmglw hi lpbijmziâçl# xdjhl glal alxd i hm~tcbiâçl vt`cmgmxépmi hlw
vplhtxlw lt wdp~mâlw lndpxihlw vlp tai davpdwi# cmbijhl!wd hmpdxiadjxd il aipedxmjb hdjdb÷gmlw +ETJWGK# 0667# v*9>0-
Oé i glatjmgiâçl ihamjmwxpixm~i í i pdwvljwé~dc vlp lpbijmzip l nct{l hd mjnlpaiâôdw ytd
vdpamxda æ lpbijmziâçl wl`pd~m~dp d vplbpdhmp* Wti d{mwxïjgmi vdpamxd –~mi`mcmzip xlhl l
wmwxdai lpbijmzigmljic vlp adml hd tai gljnctïjgmi hd nct{lw d pdhdw‑ +ETJWGK# 0667#
v*940-*
0*0*9 Ndppiadjxiw hd glatjmgiâçl lpbijmzigmljic
Glal oé gmxihl jdwxi vdwytmwi# i glatjmgiâçl vlwwtm ndppiadjxiw ytd wd hmpmbda ilw vÿ`cmglw
mjxdpjl d d{xdpjl hd tai lpbijmziâçl* Vipi Bithïjgml Xlpytixl hl Pdbl +9=;>-# i
glatjmgiâçl hdjxpl hd ta ia`mdjxd glpvlpixm~l pdvdpgtxd# vpmadmpiadjxd# wl`pd l já~dc
mjxdpjl# vlwwm`mcmxijhl i gpmiâçl d i aijtxdjâçl hd ta nct{l hd mjnlpaiâôdw ytd i`ipytd
xlhlw lw wdxlpdw lpbijmzigmljimw* D{xdpjiadjxd# wdbtjhl l itxlp# i glatjmgiâçl davpdwipmichd~d xpijwamxmp mjnlpaiâôdw ytd dwxdoia mjxdbpihiw ilw glavplamwwlw hd hdwdj~lc~madjxl hi
lpbijmziâçl d mhdjxmnmgihiw gla iw iwvmpiâôdw hlw gljwtamhlpdw +PDBL# 9=;># v*28!24-*
Vipi Olpbd Htipxd +0667-# lw vplhtxlw hd tai iwwdwwlpmi hd glatjmgiâçl vlhda wdp hm~mhmhlw
da mjxdpjlw d d{xdpjlw# gla `iwd da ytic xmvl hd vÿ`cmgl hdwdoi!wd ixmjbmp* Iwwma# iw
ndppiadjxiw hd glatjmgiâçl mjxdpjiw wdpçl hmpdgmljihiw ilw davpdbihlw# iwwdwwlpihlw#
igmljmwxiw d æ vp÷vpmi épdi hd glatjmgiâçl* Oé iw ndppiadjxiw hd glatjmgiâçl d{xdpji xïa#
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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glal nlgl vpmjgmvic# lw olpjicmwxiw# aiw vlhda icgijâip# hd nlpai hmpdxi# i wlgmdhihd d i
lvmjmçl vÿ`cmgi +HTIPXD# 0667# v*072-
Wdbtmjhl dwxi hm~mwçl vlp vÿ`cmglw vplvlwxi vlp Htipxd# ivpdwdjxialw i`im{l icbtaiw hiw
ndppiadjxiw aimw txmcmzihiw vipi i glatjmgiâçl# wdoi mjxdpji lt d{xdpji*
Kltwd lpbijw? wdbtjhl Elvvcmj d Ndppipdxxl +0669# v*908-# í l xdpal aimw glata vipi
hdwmbjip lw ~dágtclw olpjicáwxmglw davpdwipmimw* Bdpicadjxd# í gpmihl vdcl wdxlp hd
glatjmgiâçl vipi i hm~tcbiâçl hd pdicmziâôdw d nixlw cmbihlw æ lpbijmziâçl# ~mwijhl#
vpmjgmvicadjxd# l wdt vÿ`cmgl mjxdpjl* Djxpdxijxl# ké giwlw hd txmcmziâçl hl kltwd lpbij vipi
gljxixl gla l vÿ`cmgl d{xdpjl*
Mjxpijdx? pdhd ndgkihi# gla igdwwl d{gctwm~l hd ntjgmljépmlw* Jdwwi pdhd# í vlwwá~dc
hmwvljm`mcmzip jçl w÷ aixdpmic ytd hï wt`wáhmlw vipi l xpi`ickl# aiw xia`ía jlpaiw#
vplgdhmadjxlw d mjnlpaiâôdw hd gmpgtciâçl mjxdpji* Olpjimw atpimw d `lcdxmjw wçl d{davclw hd
ndppiadjxiw glatjmgigmljimw ytd vlhda wdp ipytm~ihlw ji pdhd*
Gla l i~ijâl hiw jl~iw xdgjlclbmiw hi glatjmgiâçl# iw lpbijmziâôdw alhdpjiwxia`ía dwxçl wd ~icdjhl hd admlw xdcdaéxmglw# ytd xïa dwwd jlad vlpytd imjnlpaiâçl í xpi`ickihi d viwwihi gla l twl gla`mjihl hi mjnlpaéxmgi+glavtxihlp- d hlw admlw hd xdcdglatjmgiâôdw* Glal d{davclw xdalw i vp÷vpmimjxpijdx# l glppdml dcdxpøjmgl# lw xdpamjimw hd glavtxihlp# lw xdcôdw# lw xdcdnljdwgdctcipdw dxg* Wçl admlw mjxdpixm~lw d ~mpxtimw +ETJWGK# 0667# v*;2-*
Olpjic Atpic? glwxtai wdp inm{ihl da clgimw hd bpijhd gmpgtciâçl lt gljgdjxpiâçl hd
ntjgmljépmlw* Ivdwip hd wti vlxdjgmic dnmgégmi# í# atmxiw ~dzdw# hdwvpdzihl da ta vcijl hd
glatjmgiâçl* Htipxd inmpai ytd# vipi xlpjip l olpjic atpic aimw hmjàamgl d mjxdpdwwijxd# l
iwwdwwlp vlhd gpmip dwviâlw mjnlpaixm~lw ixpi~íw hd pdglpxdw hd jlxágmiw ~dmgtcihiw vdci
mavpdjwi# d ytd nicda hi davpdwi lt hd iwwtjxlw glatjw# lt vplhtzmp aixdpmic dwvdgánmgl
vipi i glatjmgiâçl mjxdpji +HTIPXD# 0667# v*082-*
Djhlaipedxmjb? Etjwgk gmxi Witc N* @demj# vipi ytda l djhlaipedxmjb í ta gljotjxl hd
iâôdw hd aipedxmjb ~lcxihiw vipi l vÿ`cmgl mjxdpjl hi davpdwi# gla i nmjicmhihd hd
vplal~dp# djxpd wdtw ntjgmljépmlw d hdvipxiadjxlw# ~iclpdw hdwxmjihlw i wdp~mp ilw wdtw
+@DEMJ ivth ETJWGK# 0667# v*948-* Wdbtjhl i itxlpi# i mhdmi hd xpixip l ntjgmljépml
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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glal gcmdjxd mjxdpjl í ic~l hd hm~dpbïjgmiw vlp vipxd hd vdwytmwihlpdw hi épdi ytd
gljwmhdpia i mhdmi mjivplvpmihi vipi gljgdmxtip l xpi`ickl hd alxm~iâçl mjxdpji*
Wdbtjhl Etjwgk +0667# v*;2-# pdtjmôdw# vicdwxpiw# gipxiw# gmpgtcipdw# aijtimw# vijncdxlw#
ytihpl hd i~mwlw# ~áhdlw mjwxmxtgmljimw# djxpd ltxplw# xia`ía vlhda wdp gljwmhdpihlw
ndppiadjxiw hd glatjmgiâçl mjxdpji*
Hd iglphl gla Bithïjgml Xlpytixl hl Pdbl +0660-# lw vplbpiaiw hd glatjmgiâçl d{xdpji
pdvipxda!wd jiw wdbtmjxdw alhicmhihdw?
Olpjicmwal davpdwipmic? pdwvljwé~dc vdciw vt`cmgiâôdw davpdwipmimw# pdÿjd iw gipigxdpáwxmgiw`éwmgiw hl olpjicmwal ivljxihiw vlp Lxxl Bplxk ji hígihi hd 9=>6 vipi pdwvichip
gmdjxmnmgiadjxd l olpjicmwal +ixticmhihd# vdpmlhmgmhihd# tjm~dpwicmhihd d hmntwçl glcdxm~i- d#
gljwdytdjxdadjxd# gljgdmxtip i jlxágmi +PDBL# 0660# v*26-*
Glal oé gmxihl# i glatjmgiâçl davpdwipmic `twgi# jl àa`mxl d{xdpjl# nizdp!wd gljkdgdp d
vplal~dp i davpdwi# gla l mjxtmxl hd l`xdp ixmxthdw ni~lpé~dmw hlw vÿ`cmglw d{xdpjlw* Jl
djxijxl# wdbtjhl Pdbl# il gljxpépml hi vt`cmgmhihd mjwxmxtgmljic# ytd vplgtpi ixmjbmp dwwdl`odxm~l vlp adml hi d{icxiâçl hlw aípmxlw hi lpbijmziâçl# l olpjicmwal davpdwipmic `twgi
dwxi`dcdgdp# vdci mjnlpaiâçl d vplalâçl hlw vplhtxlw d ixm~mhihdw hi davpdwi# tai
wmjgpljmziâçl hd mjmgmixm~iw d mjxdpdwwdw djxpd i davpdwi d wdtw ibdjxdw hmpdxlw d mjhmpdxlw hd
vplhtâçl d ~djhiw +PDBL# 0660# v*20-*
Pdciâôdw Vÿ`cmgiw? vipi Bithïjgml Xlpytixl# iw pdciâôdw vÿ`cmgiw xpi`ickia gla ~iclpdw#
gljgdmxlw d vpmjgávmlw ~lcxihlw vipi i gljwxptâçl hi mhdjxmhihd d hi maibda lpbijmzigmljic#iotwxijhl l l`odxl hi glatjmgiâçl ilw mjxdpdwwdw hlw hm~dpwlw vÿ`cmglw hi lpbijmziâçl
+PDBL# 0660# v*20!27-
Hd iglphl gla Etjwgk# –vlp wti jixtpdzi# iw pdciâôdw vÿ`cmgiw wçl pdwvljwé~dmw# da gljotjxl
gla iw hdaimw wt`épdiw# vdci gljwxptâçl hi gpdhm`mcmhihd d vdci nm{iâçl hd ta
vlwmgmljiadjxl mjwxmxtgmljic gldpdjxd d htpihltpl hiw lpbijmziâôdw‑ +ETJWGK# 0660#
v*9>>-*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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Vt`cmgmhihd d Vplvibijhi? da adpgihl gihi hmi aimw npigmljihl# d{mwxd xdjhïjgmi æ gpmiâçl
hd amjmadpgihlw d vplhtxlw vdpwljicmzihlw# vlp d{davcl* Xic ndjøadjl l`pmbi iw davpdwiw i
jçl w÷ gpmip dwxpixíbmiw hd vplvibijhi ytd hmpdgmljda lw gcmdjxdw vipi lw wdtw vplhtxlw# aiw
xia`ía i gpmip nlpaiw hd mjxdpibmp gla l gljwtamhlp# ~icdjhl!wd hd dwxpixíbmiw hd aipedxmjb
mjhm~mhticmzihl# vlp d{davcl# vipi ixmjbmp iw d{mbïjgmiw hd tai dgljlami gdjxpihi ji
mjnlpaiâçl* Iwwma# l vcijl hmpdxlp hd glatjmgiâçl hd tai lpbijmziâçl hd~d gljxdavcip#
imjhi# i vplvibijhi mjwxmxtgmljic# ytd ~mwi ivpdwdjxip l vivdc hi lpbijmziâçl jl gljxd{xl
wlgmlvlcáxmgl*
Il nizdp vplvibijhi mjwxmxtgmljic# tai davpdwi vipxd hl vpmjgávml hd ytd l gljwtamhlp jçl
ytdp wi`dp ivdjiw wd l vplhtxl í `la# gljnmé~dc# aiw wd i davpdwi ytd l ni`pmglt adpdgdpdwvdmxl d gljwmhdpiâçl +PDBL# 0660# v*28-*
Aipedxmjb wlgmic# gtcxtpic d dwvlpxm~l? ji wlgmdhihd ixtic# lw bptviadjxlw wlgmimw hdm{ipia
hd wdp ~mwxlw glal adplw gljwtamhlpdw hd `djw d wdp~mâlw vipi wd xpijwnlpaip da jÿgcdlw
ixm~lw d vipxmgmvijxdw hlw vplgdwwlw hdgmw÷pmlw ji vlcáxmgi d ji ihamjmwxpiâçl# xijxl vpm~ihi
glal vÿ`cmgi* Jdwxd jl~l gdjépml# iw lpbijmziâôdw ~mpia!wd mavdcmhiw i cijâip l nlgl ivdjiw
hi wti maibda# vipi iw hdaijhiw hd aimlp d{vpdwwm~mhihd hi wlgmdhihd +PDBL# 0660-*
Hdwwd alhl# iw davpdwiw xïa hdwclgihl vipgdci hd wdtw vplbpiaiw d pdgtpwlw vipi ixdjhdp æw
jdgdwwmhihdw glxmhmijiw hd bptvlw vp÷{malw æw né`pmgiw d aixpmzdw hi lpbijmziâçl# jiwgdjhl
iwwma# lw vplbpiaiw hd aipedxmjb wlgmic ytd hdwdj~lc~da giavijkiw hd icxi dj~dpbihtpi
jiw épdiw hd wiÿhd# wijdiadjxl# vpdwdp~iâçl hl adml ia`mdjxd# dhtgiâçl# dwvlpxdw d cizdp*
Vipi iw htiw ÿcxmaiw épdiw# vlp d{davcl# lw pdgtpwlw wçl hdwxmjihlw i vixplgmjip d~djxlw
ipxáwxmglw ytd pdgd`da nlpxd gl`dpxtpi amhméxmgi +PDBL# 0660# v*28!24-*
Dhmxlpiâçl d mhdjxmhihd ~mwtic? vipi Pdbl# l vplgdwwl hd dhmxlpiâçl dwxé ivlmihl jl gljotjxl
hd gijimw mavpdwwlw d dcdxpøjmglw ytd ntjgmljia glal wtvlpxdw ilw hdaimw vplbpiaiw
+PDBL# 0660# v*24-* Lvmjmçl pdnlpâihi vlp Aipbipmhi Etjwgk# vipi ytda xlhlw lw vplhtxlw
glatjmgigmljimw# wdoia dcdw mavpdwwlw# dcdxpøjmglw lt hmbmximw# xïa ytd pdgd`dp ta
xpixiadjxl xígjmgl!vplnmwwmljic vplvmgmihl vdci épdi hd dhmxlpiâçl +ETJWGK# 0667# v*9>=-*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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Hd iglphl gla Pdbl +0667- lw vpmjgmvimw vplhtxlw hdwwi alhicmhihd wçl? admlw dcdxpøjmglw
+glppdml dcdxpøjmgl-5 pdcix÷pmlw ijtimw5 – nlchdpw‑5 gipxizdw# glatjmgihlw5 `lcdxmjw5 aijtimw#
gipxmckiw# gixéclblw5 nlckdxlw5 pd~mwxiw5 ~áhdlw5 nmcadw# hdjxpd ltxplw*
0*7 Iwwdwwlpmi hd mavpdjwi
Lpbijmzihiw glal ta wdxlp cmbihl il dwviâl náwmgl hi davpdwi# lt ixtijhl hd nlpai
xdpgdmpmzihi# iw iwwdwwlpmiw hd mavpdjwi hd~da gllphdjip xlhl l xpi`ickl hd glatjmgiâçl#
hdnmjmjhl iw dwxpixíbmiw ytd pdÿjda lw wdxlpdw hd Olpjicmwal# Pdciâôdw Vÿ`cmgiw d Vt`cmgmhihd
d Vplvibijhi# gihi ~dz aimw mjxdbpihlw* Ixticadjxd# iw iwwdwwlpmiw hd mavpdjwi pdvpdwdjxiata hlw vpmjgmvimw `clglw hd pdndpïjgmi vipi l d{dpgágml hl olpjicmwal otjxl ilw admlw
mavpdwwlw# X^# péhml d rd`*
Vipi @lijdpbdw Clvdw +9==4-# iw iwwdwwlpmiw hd mavpdjwi wçl ta wdxlp dwvdgmicmzihl# ytd
`twgi# vdpaijdjxdadjxd# l ivpmalpiadjxl hlw nct{lw hd glatjmgiâçl jl mjxdpmlp hiw
lpbijmziâôdw d vdpijxd i lvmjmçl vÿ`cmgi* Vipi dcd# iw ixpm`tmâôdw `éwmgiw hd tai iwwdwwlpmi
mavpdjwi hd~da wdp?
Nigmcmxip l igdwwl hlw bptvlw d{xdpjlw æw pdicmziâôdw hd tai davpdwi lt mjwxmxtmâçl#vlp adml hd tai cmjbtibda wmavcdw d lpbijmzihi# adhmihi vdclw admlw hdglatjmgiâçl# icía hd vplal~dp i mjxdbpiâçl d i wixmwniâçl hd wdbadjxlw mjxdpjlwytd glj~m~da d wtwxdjxia dwwiw htiw dwxptxtpiw lpbijmzigmljimw* +CLVDW# 9==4#v*=-*
Hd iglphl gla Elvvcmj d Ndppipdxl +0666-# l gljgdmxl hd Iwwdwwlpmi hd Mavpdjwi dwxé
iwwlgmihl i hlmw iwvdgxlw ntjhiadjximw? i jdgdwwmhihd hd hm~tcbip lvmjmôdw d pdicmziâôdw hd
ta mjhm~áhtl lt bptvl hd vdwwliw d i d{mwxïjgmi hd ta gljotjxl hd mjwxmxtmâôdw gljkdgmhl
glal admlw hd glatjmgiâçl* L vpmadmpl ~da hd atmxl cljbd? dwxé vpdwdjxd jiw gipxiw
gmpgtcipdw gla hdgmwôdw d pdicmziâôdw hi hmjiwxmi Kij# ji Gkmji# da 060 i*G*# d l wdbtjhl oé
vlhd wdp jlxihl i vipxmp hl wígtcl [^# gla i vpdjwi hd xmvlw a÷~dmw# mhdicmzihi vlp
Btxdj`dpb*
I vpmadmpi iwwdwwlpmi hd mavpdjwi bl~dpjiadjxic nlm gpmihi vdclw jlpxd!iadpmgijlw htpijxd l
bl~dpjl hl vpdwmhdjxd Ijhpdr Oigewlj da 9;0=* Jl adwal vdpálhl# wtpbd l vpmadmpl kltwd
lpbij# gljkdgmhl glal l –olpjic hi giwi‑# ta mjnlpaixm~l gla pdvlpxibdjw# da bdpic
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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vlwmxm~iw# wl`pd tai davpdwi vÿ`cmgi lt vpm~ihi* Dwwiw mjmgmixm~iw mjgdjxm~ia l wtpbmadjxl
hi mjxdpadhmiâçl djxpd tai lpbijmziâçl +lt vdpwljicmhihd- d lw ~dágtclw hd glatjmgiâçl*
Djxpdxijxl# jlw hmiw hd klod# l wdxlp hd iwwdwwlpmi hd mavpdjwi ~da wd hdwdj~lc~djhl# gihi
~dz aimw# gla vlcáxmgiw hd vlpxiw i`dpxiw# mjnlpaiâôdw xpijwvipdjxdw d d{ixiw# açl hd l`pi
yticmnmgihi d txmcmziâçl hd jl~iw xdgjlclbmiw# l`pmbijhl iw lpbijmziâôdw i wd dwxptxtpip da
`twgi hd ta dwviâl ihdytihl vipi gijicmzip l nct{l gpdwgdjxd hd mjnlpaiâôdw ytd tai
wlgmdhihd hdalgpéxmgi d{mbd d txmcmzi vipi wd lpmdjxip da yticytdp pial hd ixm~mhihd*
Glal nlpai hd ihamjmwxpip iw mjnlpaiâôdw# vipi Clvdw +9==2-# tai iwwdwwlpmi hd mavpdjwi
vlhd ntjgmljip hd xpïw nlpaiw?
hdjxpl hi vp÷vpmi lpbijmziâçl ‗ wti mhdjxmnmgiâçl hd~d nmgip `da hdnmjmhi jllpbijlbpiai bdpic hi davpdwi ! ixpi~íw hd tai davpdwi dwvdgmicmzihi# lt imjhi hdnlpai amwxi# da ytd vipxd hiw ixm~mhihdw í hdwdj~lc~mhi vlp tai dytmvd vp÷vpmi hilpbijmziâçl d vipxd í gljxpixihi gla xdpgdmplw# hdvdjhdjhl hi mjnpi!dwxptxtpijdgdwwépmi ilw d~djxlw ytd dwwi lpbijmziâçl nlp vplal~djhl* +CLVDW# 9==8# v*98!94-
Ivdwip hlw i~ijâlw ivpdwdjxihlw vdcl gpdwgmadjxl hiw iwwdwwlpmiw hd mavpdjwi# icbtjw
vpl`cdaiw djnpdjxihlw vlp dciw imjhi vdpwmwxda# glal i mhdmi hd icbtaiw mjwxmxtmâôdw ytd~dda i glatjmgiâçl glal tai hdwvdwi d jçl glal ta mj~dwxmadjxl* Vipi Clvdw# il
gljxpépml hl ytd vdjwi l davpdwipmihl# l mj~dwxmadjxl da glatjmgiâçl xda mavlpxàjgmi
gki~d vipi iw lpbijmziâôdw# vpmjgmvicadjxd da aladjxlw hd gpmwd*
Jlw aladjxlw hd gpmwd# l wmcïjgml d i lamwwçl vlhda xlpjip!wd nlpxdw icmihlw hihdwmjnlpaiâçl d hl wtpbmadjxl hd `lixlw# dwxi`dcdgdjhl!wd ta gcmai hd d{vdgxixm~iatmxl vpdothmgmic i yticytdp dwxptxtpi davpdwipmic* Jdwwdw giwlw# ta mj~dwxmadjxlvdpaijdjxd ji épdi hd glatjmgiâçl jçl í biwxl wtvípnctl# aiw wma icbl
mjhmwvdjwé~dc* +CLVDW# 9==4# v*76-
Il cljbl hd wti kmwx÷pmi# iw lpbijmziâôdw wdpçl d{vlwxiw# da hm~dpwlw aladjxlw# i
mjnlpaiâôdw ni~lpé~dmw lt hdwni~lpé~dmw* Jl djxijxl# wdbtjhl Clvdw +9==4-# í mavlpxijxd
wi`dp glal pdibmp æw gmpgtjwxàjgmiw da ytd i d{vlwmâçl í jdgdwwépmi d hd ytd nlpai lpbijmzip
iw jl~mhihdw ~mwijhl ixdjhdp glppdxiadjxd æw d{mbïjgmiw hi lvmjmçl vÿ`cmgi# vlp mjxdpaíhml
hlw admlw hd glatjmgiâçl*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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Vipi Clvdw +9==4-# gljxip gla tai `li iwwdwwlpmi hd mavpdjwi í l vpmadmpl viwwl hd xlhi
davpdwi vipi gljwdbtmp vlwmgmljip!wd adcklp jl adpgihl# il mj~íw hd xdjxip –ictbip‑ l jlad
hd ta olpjicmwxi cmbihl i ta adml hd glatjmgiâçl lt lndpdgdp hmjkdmpl vipi d~mxip i
vt`cmgiâçl hd tai aixípmi olpjicáwxmgi hdwni~lpé~dc*
Xdjxip ~djhdp tai maibda glavcdxiadjxd nlpi hd wmjxljmi gla iw ~dphihdmpiw mjxdjâôdw hd
tai lpbijmziâçl í l ytd# ji lvmjmçl hd Clvdw +9==4-# xda gljxpm`táhl vipi pdxiphip l i~ijâl
hl xpi`ickl ji épdi hd glatjmgiâçl davpdwipmic jl viáw# vlp d{davcl*
Atmxlw vplnmwwmljimw hd iwwdwwlpmi hd mavpdjwi xïa hmnmgtchihd da djxdjhdp ytd ta xpi`ickl
olpjicáwxmgl wípml hd~d dwxip jixtpicadjxd iwwlgmihl il vdpaijdjxd ytdwxmljiadjxl# æ hÿ~mhi#æw vdpbtjxiw hmpdxiw d æ `twgi mjgdwwijxd vlp mjnlpaiâôdw jl~iw d mjxdpdwwijxdw* Wdbtjhl
Clvdw +9==4-# xic nixl vlhd xdp piázdw da tai aé nlpaiâçl igihïamgi lt jl dj~lc~madjxl hl
iwwdwwlp# gla mjxdpdwwdw vlcáxmglw lt dgljøamglw dwgtwlw* Imjhi hd iglphl gla l itxlp?
Iw mjnlpaiâôdw klod# adwal txmcmzihiw glal nlpai hd vlhdp da atmxlw giwlw#hd~da dwxip hmwvljá~dmw hd tai nlpai vdpaijdjxd# d l xpi`ickl hd ta iwwdwwlp dwxéal`mcmzihl dwwdjgmicadjxd vipi lpbijmzé!ciw d nigmcmxip i ~mhi hlw vplnmwwmljimw hdmavpdjwi d jçl jl wdjxmhl hd vpdothmgip yticytdp lpbijmziâçl* +CLVDW# 9==4# v*8;-
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0*7*9 Iwwdwwlpmi hd mavpdjwi jl @piwmc
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ta wdp~mâl hd ixdjhmadjxl æ mavpdjwi cmbihl il bi`mjdxd gm~mc# vlp adml hl Hdgpdxl j¿*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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07
7*729# htpijxd l vdpálhl gljkdgmhl glal Dwxihl Jl~l* L l`odxm~l hl wdp~mâl dpi hm~tcbip lw
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hd Mavpdjwi d Vplvibijhi +HMV- w÷ vdpamxmi i hm~tcbiâçl hd mjnlpaiâôdw ytd ~iclpmziwwda l
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lpbijmziâôdw*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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08
7 L MAVIGXL HIW AÁHMIW WLGMIMW
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8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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Jl @piwmc# hd iglphl gla Vmjkl +0667# v*76-# nlpia nlpaihlw# da 9=;;# da`pmôdw
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8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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7*7 Iw pdhdw wlgmimw
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8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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hígihi hd 9==6* Wdbtjhl i itxlpi# –í jdwwd àa`mxl ytd i pdhd glal tai adxénlpi dwxptxtpic
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8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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gla iw lpbijmziâôdw*
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8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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hd tai lpbijmziâçl*
; Vlcáxmgi hd Glatjmgiâçl ‗ Mjwxmxtxl Dcl ‗ 0696*
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Hd iglphl gla Lcm~i +0696- =# xic pdwmwxïjgmi í otwxmnmgihi vdcl hdwgljkdgmadjxl hi aimlpmi
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Hdwwi nlpai# vplgtpi!wd i~dpmbtip# glal oé pdwwicxihl# l twl# vdci iwwdwwlpmi hd mavpdjwi hl
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jdrwcdxxdp * @twgi!wd# da wtai# glavpddjhdp vlwwá~dmw dndmxlw hd wti txmcmziâçl jl glxmhmijl
hlw iwwdwwlpdw hd glatjmgiâçl*
8*9*9 Gpmxípmlw hd ijécmwd
Vipi i pdicmziâçl hdwxi vdwytmwi# txmcmzlt!wd l aíxlhl hd ijécmwd hd gljxdÿhl* Vipi xic#
adjwtplt!wd i ytijxmhihd hd aixdpmic hm~tcbihl vdci iwwdwwlpmi hd glatjmgiâçl hl Mjwxmxtxl
Dcl jl Xrmxxdp # htpijxd ta vdpálhl hd 94 hmiw# hd 94 d 76 hd wdxda`pl hd 0696# glal nlpai
hd i~icmip iw vlxdjgmicmhihdw hdwxi ndppiadjxi* I dwglcki hdwxd vdpálhl# hd~d!wd il nixl hd
ytd htpijxd lw 94 hmiw# jçl klt~dpia ndpmihlw lt vljxlw nigtcxixm~lw ytd vthdwwda mjxdpndpmp
ji plxmji hd xpi`ickl hi lpbijmziâçl* Vipi ijicmwip l icgijgd hl jl~l adml# ijicmwi!wd ljÿadpl hd wdbtmhlpdw hl vdpnmc# d ytijxlw –pdxtáxdw96‑ wçl gpdhmxihlw il vdpnmc* Icía hmwwl#
ltxpi ijécmwd hmz pdwvdmxl æ nlpai glal i iwwdwwlpmi mjxdpibd gla wdtw wdbtmhlpdw* @twgialw
dwgcipdgdp i jixtpdzi d lw l`odxm~lw hd xic mjxdpiâçl*
Icía hmwwl# ytijxmnmglt!wd l jÿadpl hd –xtáxdw‑99# ytd nlpia hm~mhmalw vlp xdaéxmgi*
@twglt!wd# iwwma# vplvlp ijécmwd yticmxixm~i hlw iwwtjxlw hmntjhmhlw# i vipxmp hlw gpmxípmlw hd
hm~tcbiâçl hd mjnlpaiâôdw dwxi`dcdgmhlw vdci iwwdwwlpmi hd glatjmgiâçl* Glal nlpai hdadcklp glavpddjhdp d ijicmwip iw vlwwá~dmw icxdpiâôdw ji plxmji hlw vplnmwwmljimw# d ~icdjhl!
wd hl nixl hd ytd l vdwytmwihlp dwxé madpwl jl ia`mdjxd vdwytmwihl# txmcmzipia!wd pdcixlw d
ijécmwdw l`xmhiw vlp adml hd l`wdp~iâçl vipxmgmvijxd# htpijxd l vdpálhl pdglpxihl vipi dwxi
vdwytmwi# gla glcdxiw hd hihlw d l`wdp~iâôdw pdicmzihiw il cljbl hd pdtjmôdw# glj~dpwiw
hmépmiw d plxmjdmpiw* Xpixi!wd# djnma# hi l`wdp~iâçl hi plxmji vpéxmgi hi davpdwi*
= Hmwvljá~dc da? 3kxxv?,,rrr*glatjmgigildavpdwipmic*gla*`p,pd~mwxi,68,ipxmblw,ipxmbl0*iwv: Igdwwl da 0= hdi`p* 069696 Adjwibdjw pddj~mihiw vlp ltxplw twtépmlw hl Xrmxxdp *99 Txmcmzipdalw iw vici~piw hdpm~ihiw hl xdpal Xrmxxdp hd nlpai nljíxmgi# vipi nigmcmxip l djxdjhmadjxl hlwxdpalw +Jlxi hl itxlp-*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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8*0 L Mjwxmxtxl Dcl
L Mjwxmxtxl Dcl í tai iwwlgmiâçl vpm~ihi# wda nmjw ctgpixm~lw# ntjhihi vlp vplnmwwmljimw gla
hi épdi hd hdwdj~lc~madjxl wlgmic d yticmnmgihi vdcl bl~dpjl hd Amjiw Bdpimw# da 0664 d
vdcl Bl~dpjl Ndhdpic# da 066># glal lpbijmziâçl hi Wlgmdhihd Gm~mc hd Mjxdpdwwd Vÿ`cmgl
+Lwgmv-*
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hdwdj~lc~madjxl hd vplodxlw jiw épdiw hd gtcxtpi# hdwdj~lc~madjxl wlgmic# vpd~djâçl æ
gpmamjicmhihd# vplxdâçl d vplalâçl hlw hmpdmxlw ktaijlw# hdwdj~lc~madjxl dgljøamgl d
adml ia`mdjxd*
Vlp adml hl Xdpal hd Vipgdpmi gdcd`pihl da 0664 gla i Wtvdpmjxdjhïjgmi hd Vpd~djâçl æ
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aljmxlpiadjxl hd Jÿgcdlw hd Vpd~djâçl æ Gpmamjicmhihd +JVGw-# clgicmzihlw da 7= clgimw
gla icxl ájhmgd hd ~mlcïjgmi pdbmwxpihlw jl Dwxihl* L Mjwxmxtxl Dcl xia`ía ixti ji vplalâçl
d hm~tcbiâçl hiw iâôdw pdicmzihiw vdclw JVGw jiw glatjmhihdw# ~mciw d ni~dciw ixdjhmhiw# d
vipi i wlgmdhihd gm~mc*
8*7 I iwwdwwlpmi hd glatjmgiâçl hl Mjwxmxtxl Dcl
L Hdvipxiadjxl hd Glatjmgiâçl hl Mjwxmxtxl Dcl nlm gpmihl jl ijl hd 0664# glal Hmpdxlpmi
hd Glatjmgiâçl Wlgmic# wl` i gllphdjiâçl hi pdciâôdw vÿ`cmgiw Ctmzi Nipjdwd* Ixticadjxd# í
hm~mhmhl dwxptxtpicadjxd da hlmw wdxlpdw? olpjicmwal d hdwmbj bpénmgl* L Hdvipxiadjxl í
gllphdjihl vdcl olpjicmwxi Cdljiphl Nmbtdmpdhl Clvdw d gljxi gla dytmvd hd hlmw
vplnmwwmljimw hd olpjicmwal d hd tai hdwmbj# icía hi glci`lpiâçl hd ta dwxibmépml da gihi
wdxlp*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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I glatjmgiâçl hl Mjwxmxtxl Dcl ntjhiadjxi!wd wl`pd xpïw dm{lw hd xpi`ickl? glatjmgiâçl
nigd i nigd5 glatjmgiâçl mavpdwwi d glatjmgiâçl ljcmjd* L vpmadmpl dm{l# i glatjmgiâçl
nigd i nigd# í otwxmnmgihl vdci vlcáxmgi hd glatjmgiâçl hi lpbijmziâçl glal ndppiadjxi ytd
jçl vlhd wdp wt`wxmxtáhi lt xplgihi# aiw txmcmzihi hd nlpai dwxpixíbmgi# vpmjgmvicadjxd vdcl +d
vipi l- vÿ`cmgl mjxdpjl hi lpbijmziâçl* Hdwxd dm{l# hdwxigia!wd iw wdbtmjxdw ixm~mhihdw?
pdtjmôdw d{dgtxm~iw mjxdpjiw5 pdtjmôdw mjxdphdvipxiadjximw5 pdtjmôdw hd dytmvd d pdtjmôdw
bdpimw*
L wdbtjhl dm{l# lt i glatjmgiâçl mavpdwwi# glppdwvljhd ilw gijimw gpmihlw jl Mjwxmxtxl Dcl
d ~dmgtcihlw vlp admlw mavpdwwlw# hmwxpm`táhlw i vÿ`cmglw dwvdgánmglw* Vlp jçl xdp nmjw
ctgpixm~lw d# vlpxijxl# ixtip ixpi~íw hd vipgdpmiw d glj~ïjmlw# ytd# da atmxlw giwlw#hdaijhia l xpi`ickl hl Hdvipxiadjxl hd Glatjmgiâçl vipi i gpmiâçl d hm~tcbiâçl hd
ixm~mhihdw pdcigmljihiw æ vipgdpmi# dwxd dm{l í hm~mhmhl da hlmw bptvlw? ~dágtclw mavpdwwlw hl
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Pdhd# pdicmzihl vlp adml hi vipgdpmi djxpd l Mjwxmxtxl Dcl d i Wvdg,Wdhw# d ytd xda# vlp
l`odxm~l# hip ~mwm`mcmhihd i vplodxlw d ixm~mhihdw hdwdj~lc~mhiw vdclw Jÿgcdlw hd Vpd~djâçl æ
Gpmamjicmhihd +JVGw- da xlhl l dwxihl hd Amjiw Bdpimw*
L xdpgdmpl d ÿcxmal dm{l í i glatjmgiâçl vlp adml hd ndppiadjxiw hmbmximw# gtoi mavlpxàjgmi
hmz pdwvdmxl æ vlcáxmgi hd glatjmgiâçl hl Mjwxmxtxl Dcl* Dwwi mavlpxàjgmi í otwxmnmgihi ji
vlcáxmgi hd glatjmgiâçl hi mjwxmxtmâçl# vdcl nixl hd ytd# ixticadjxd# –lw gijimw hmbmximw xïa
wmhl gihi ~dz aimw txmcmzihlw vdciw lpbijmziâôdw glal admlw dwxpixíbmglw hd glatjmgiâçl
gla wdtw vÿ`cmglw‑90*
I iwwdwwlpmi hd glatjmgiâçl hl Mjwxmxtxl xia`ía nlm pdwvljwé~dc vlp gpmip ~dágtclw hmbmximwhd glatjmgiâçl mjwxmxtgmljic d ixdjhdp æ hdaijhi hiw vipgdpmiw* Djxpd ximw ~dágtclw# vlhdalw
gmxip?
I jdrwcdxxdp í tai ndppiadjxi hd vdpmlhmgmhihd adjwic ytd jçl ivdjiw nlpjdgd mjnlpaiâôdw
wl`pd i mjwxmxtmâçl# aiw d{vcmgi vipi wdtw cdmxlpdw lw glavplamwwlw d ~iclpdw i pdbdp i
lpbijmziâçl d gtol l`odxm~l í dwxi`dcdgdp l vlwmgmljiadjxl hl Mjwxmxtxl Dcl otjxl i wdtw
90 Vlcáxmgi hd Glatjmgiâçl ‗ Mjwxmxtxl Dcl ‗ 0696*
8/7/2019 ASSESSORIA DE COMUNICAÇÃO E NOVAS MÍDIAS Análise da influência do Twitter na rotina dos assessores de comun…
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vÿ`cmglw hd mjxdpdwwd97* Pdgdjxdadjxd# wti vdpmlhmgmhihd d nlpaixl nlpia pddwxptxtpihlw vdcl
Hdvipxiadjxl hd Glatjmgiâçl*
L Mjnlpad MDcl í tai ndppiadjxi hd glatjmgiâçl mjxdpji hmbmxic hmpdgmljihi ilw ntjgmljépmlw
hl jÿgcdl!wdhd hi Lwgmv* Wdt l`odxm~l í cd~ip mjnlpaiâôdw aimw hdxickihiw wl`pd l vijlpiai
hd xipdniw d ixm~mhihdw jiw ytimw gihi hdvipxiadjxl dwxé dj~lc~mhl d wtiw hmjàamgiw
lvdpigmljimw98* L Mjnlpad MDcl nlm gpmihl i vipxmp hi ntwçl hlw vplhtxlw dhmxlpmimw? @lcdxma
Mjnlpaixm~l5 Bdwxçl æ ~mwxi d Olpjic Atpic*
Xic ntwçl ~mwlt adcklpip d lxmamzip i lpbijmziâçl hd xdavl hl Hdvipxiadjxl hd
Glatjmgiâçl# oé ytd# da ta ÿjmgl ~dágtcl# nlpia pdtjmhiw iw wdbtmjxdw dhmxlpmiw# ytd nizmiavipxd hlw ~dágtclw d{xmjxlw? i- 4 ijlw da 4 amjtxlw? vlcáxmgi hi Mjwxmxtmâçl# amwwçl d ~iclpdw#
djxpd~mwxiw d dwvdgmimw gla i kmwx÷pmi hi Mjwxmxtmâçl5 `- Da Hmi? pdwtal hiw vpmjgmvimw jlxágmiw
d mjnlpaiâôdw vt`cmgihiw jl wmxd5 g- Xpi`ickl da Vitxi? ivpdwdjxiâçl yticmxixm~i hd iâôdw d
vplodxlw hlw hdvipxiadjxlw d hiw vipgdpmiw* Gl`dpxtpiw# hm~tcbiâçl hd mjnlpaixm~lw mjxdpjlw5
h- Nmytd @da? ivijkihl wdaijic gla hmgiw hd wiÿhd# wtwxdjxi`mcmhihd d xpi`ickl5 d- Bdwxçl æ
~mwxi? hm~tcbiâçl hd `icijâl# pdwtcxihlw d vdpnlpaijgdw mjnlpaihlw vdcl Hdvipxiadjxl hd
Aljmxlpiadjxl5 n- Jdrwcdxxdp? hm~tcbiâçl hiw iâôdw hl Mjwxmxtxl Dcl d hlw JVGw# otjxl æmavpdjwi*
Ltxpi alhmnmgiâçl pdicmzihi í i pdhtâçl ji vdpmlhmgmhihd hd hm~tcbiâçl hi Jdrwcdxxdp # oé ytd
xlhl l gljxdÿhl pdndpdjxd æ jdrwcdxxdp viwwlt i wdp hm~tcbihl wdaijicadjxd# hd iglphl gla i
hdaijhi d i pdcd~àjgmi hiw mjnlpaiâôdw*
L wmxd hl Mjwxmxtxl Dcl nlm pdcijâihl da 066=# da ta vplgdwwl vdcl ytic xlhi i lpbijmziâçlviwwlt vlp pddwxptxtpiâçl hd wdtw vplgdwwlw d plxmjiw hd xpi`ickl# da ytd xia`ía nlpia
pd~mwihlw lw lpmdjxihlpdw mjwxmxtgmljimw hi lpbijmziâçl? amwwçl# ~mwçl d ~iclpdw*
Gla i jdgdwwmhihd hd pdjl~iâçl# jiwgdt i mhdmi hd wd gpmip ta jl~l dwviâl hl Mjwxmxtxl Dcl
ji rd`# ytd `twgi lndpdgdp i ihdytiâçl hlw gljxdÿhlw il pdvlwmgmljiadjxl dwxpixíbmgl hi
lpbijmziâçl# tai adcklp hmwvlwmâçl hi mjnlpaiâçl da wti vébmji# aimlp gljnlpxl d
97 Vlcáxmgi hd Glatjmgiâçl ! Mjwxmxtxl Dcl ! 069698 Mhda
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nigmcmhihd ji ji~dbiâçl vipi lw twtépmlw# wdbtpijâi hi mjnlpaiâçl d dwxi`mcmhihd xígjmgi hl
wmwxdai d hl `ijgl hd hihlw94* Hdwwi nlpai# l jl~l wmxd xia`ía aipglt l mjbpdwwl hl
Mjwxmxtxl Dcl ji rd` 0*6 d i txmcmziâçl hd aáhmiw wlgmimw glal l Xrmxxdp# ndppiadjxi
glavpddjhmhi# vdci iwwdwwlpmi hd glatjmgiâçl# glal mavlpxijxd pdnlpâl æ vlcáxmgi hd
xpijwvipïjgmi hi lpbijmziâçl# giviz hd vdpamxmp l glavipxmckiadjxl hd mjnlpaiâôdw hd
mjxdpdwwd vÿ`cmgl gla xlhlw d i hmjiamziâçl hl pdcigmljiadjxl djxpd i Lwgmv d wdtw vÿ`cmglw*
8*8 Ijécmwd
Vipi i pdicmziâçl hdwxd xpi`ickl# nlpia glcdxihlw d ijicmwihlw# jl vdpálhl glavpddjhmhl djxpdlw hmiw 94 d 76 hd wdxda`pl hd 0696# xlhlw lw –xtáxdw‑ hm~tcbihlw vdci iwwdwwlpmi hd
glatjmgiâçl hl Mjwxmxtxl Dcl* Jdwxd vdpálhl# xlxicmzipia!wd =; –xtáxdw‑# hm~mhmhlw vdcl
vdwytmwihlp da wdmw gixdblpmiw# hd iglphl gla wti xdaéxmgi lt iwwtjxl? Mjwxmxtgmljic5
Xdpgdmpl wdxlp5 Vpd~djâçl æ gpmamjicmhihd5 Vplalâçl æ gmhihijmi5 Wtwxdjxi`mcmhihd d
Ltxplw iwwtjxlw ‗ dwxd ÿcxmal djbcl`i xdaiw jçl atmxl dwvdgánmglw d ~ipmihlw# glal i
hm~tcbiâçl hd ~ibiw da gljgtpwlw d i i`dpxtpi hd dhmximw* Xic hm~mwçl nlm gpmihi gla l mjxtmxl
hd ijicmwip iw xdaéxmgiw i vipxmp hlw gpmxípmlw hd hm~tcbiâçl dwxi`dcdgmhlw vdci iwwdwwlpmi d ytd
mjnctdjgmia lw iwwtjxlw i wdp hm~tcbihlw*
8*8*9 Xdaéxmgiw
Jl ytd wd pdndpd æw xdaéxmgiw# xda!wd ytd iw mjnlpaiâôdw hm~tcbihiw vdci iwwdwwlpmi hd
glatjmgiâçl# htpijxd l vdpálhl pdglpxihl# glppdwvljhda i wdmw hmwxmjxiw gixdblpmiw# wdbtmjhl
gpmxípml dwxi`dcdgmhl vdcl vdwytmwihlp# pdndpdjxd ilw xdaiw aimw glatjw# hm~tcbihlw
hmipmiadjxd vdci iwwdwwlpmi# d vlp xdaiw ytd ~çl il djgljxpl hi épdi hd ixtiâçl hi
lpbijmziâçl# vlp adml hd wti vipgdpmi gla i Wtvdpmjxdjhïjgmi hd Vpd~djâçl æ Gpmamjicmhihd
+Wvdg-* Ximw –xtáxdw‑ vlhda wdp gciwwmnmgihlw d d{davcmnmgihlw hi wdbtmjxd nlpai?
Xdpgdmpl wdxlp ‗ Jdwxd bptvl# dwxçl vpdwdjxdw iwwtjxlw pdcigmljihlw i hm~dpwiw iwwlgmiâôdw
wda nmjw ctgpixm~lw# æw wtiw iâôdw d ixm~mhihdw# glal giavijkiw d gljgtpwlw# icía hd
mjnlpaiâôdw ytd hmbia pdwvdmxl il tjm~dpwl hl Xdpgdmpl wdxlp# glal cdbmwciâçl d nlpaiw hd94 Vlcáxmgi hd Glatjmgiâçl ‗ Mjwxmxtxl Dcl ‗ 0696*
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ixtiâçl* D{davcl hd –xtáxd‑? –Fmjwxmxtxldcl`p LJB glj~mhi itxlpdw i dj~mipda ipxmblw v,
pd~mwxi wl`pd Hdalgpigmi# Hmpdmxlw Ktaijlw d Gljncmxlw* Aimw da jlwwl wmxd?
kxxv?,,ambpd*ad,9a`8D‑* +Hixi hd hm~tcbiâçl? 06 wdx* 0696-
Vpd~djâçl æ gpmamjicmhihd ‗ Djbcl`i mjnlpaiâôdw# dhmximw# dwxthlw d gtpwlw wl`pd l xdai*
Glal i lpbijmziâçl xpi`icki ixticadjxd da vipgdpmi gla i Wtvdpmjxdjhïjgmi hd Vpd~djâçl æ
Gpmamjicmhihd# dwwi xdaéxmgi djytihpi!wd iwwma# jiw épdiw hd mjxdpdwwd hi glatjmgiâçl*
D{davcl hd –xtáxd‑? –Fmjwxmxtxldcl`p Da Bl~dpjihlp ^icihipdw? N÷pta Atjmgmvic hd
Wdbtpijâi Vÿ`cmgi xda pdtjmçl klod# i vipxmp hiw 9;k kxxv?,,ambpd*ad,9jMTr‑* +Hixi hd
hm~tcbiâçl? 07 wdx* 0696-
Vplalâçl æ gmhihijmi ‗ Pdndpd!wd i xlhlw lw –xtáxdw‑ ytd xdjkia glal xdai# vplodxlw# iâôdw
d d~djxlw ytd xda i gmhihijmi glal xdaéxmgi vpmjgmvic* D{davcl hd –xtáxd‑? –Fmjwxmxtxldcl`p
Wdaiji hi Vdwwli g, Hdnmgmïjgmi xdpamji iaijkç* ^doi i vplbpiaiâçl d vipxmgmvd
kxxv?,,ambpd*ad,9eD0`‑* +Hixi hd hm~tcbiâçl? 02 wdx* 0696-
Wtwxdjxi`mcmhihd ‗ Pdÿjd xlhlw lw –xtáxdw‑ ytd niâia pdndpïjgmi i vpéxmgiw hd bdwxçl
wtwxdjxé~dmw* D{davcl hd –xtáxd‑? –Fmjwxmxtxldcl`p Gljgtpwl cijâi hdwinml hd wtwxdjxi`mcmhihdvipi tjm~dpwmxépml kxxv?,,ambpd*ad,9vH}e‑* +Hixi hd hm~tcbiâçl? 02 wdx* 0696-
Mjwxmxtgmljic ‗ Hm~tcbiâçl hd mjnlpaiâôdw# vplgdwwlw wdcdxm~lw# dhmximw hd glavpiw d hdaimw
mjnlpaiâôdw ytd hmzda pdwvdmxl il Mjwxmxtxl Dcl* D{davcl hd –xtáxd‑? –Fmjwxmxtxldcl`p Ytixpl
vplgdwwlw hl Mjwxmxtxl Dcl djgdppia!wd klod æw 9;k* Imjhi hé xdavl hd wd mjwgpd~dp* ^ibiw
vipi @K d mjxdpmlp kxxv?,,ambpd*ad,9ycL7‑* +Hixi hd hm~tcbiâçl? 0; wdx* 0696-
Ltxplw iwwtjxlw ‗ Xdaéxmgiw ~ipmihiw# glal gtcxtpi# gljgtpwlw vÿ`cmglw d xdaiw ytd# hd gdpxi
aijdmpi# pdcigmljia!wd gla lw ltxplw bptvlw gmxihlw igmai* D{davcl hd –xtáxd‑?
–Fmjwxmxtxldcl`p Giavijki hd ~igmjiâçl gljxpi i pim~i gkdbi jdwxd wé`ihl i @dcl Klpmzljxd
kxxv?,,ambpd*ad,9ear8‑* +Hixi hd hm~tcbiâçl? 92 wdx* 0696-
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Bpénmgl 9? Xi`tciâçl ndmxi i vipxmp hi gljxibda hd –xtáxdw‑ pdcigmljihlw i gihi iwwtjxl htpijxd l vdpálhl pdglpxihl*
Vlp adml hl bpénmgl igmai# vlhd!wd vdpgd`dp ytd# htpijxd l vdpálhl pdglpxihl# i gixdblpmi
Ltxplw iwwtjxlw xd~d l aimlp jÿadpl hd adjwibdjw# glppdwvljhdjhl i 82$ hd xthl l ytd nlm
hm~tcbihl* I wlai hiw gixdblpmiw# pdcigmljihiw æ ixtiâçl hi lpbijmziâçl otjxl il xdpal hd
vipgdpmi +Vpd~djâçl æ gpmamjicmhihd5 Vplalâçl æ gmhihijmi-# glppdwvljhd i 7>$ hl jÿadplxlxic* Oé iw gixdblpmiw cmbihiw hmpdxiadjxd æ épdi hd mjxdpdwwd hl Mjwxmxtxl Dcl# glal
Mjwxmxtgmljic5 Xdpgdmpl wdxlp d Wtwxdjxi`mcmhihd# i`pijbda lw 92$ pdwxijxdw*
8*8*0 Npdytïjgmi d ixticmziâôdw
Ytijxl æ npdytïjgmi d æw ixticmziâôdw hiw adjwibdjw hm~tcbihiw ~mi Xrmxxdp# vlhd!wd inmpaipytd l vdpnmc í ixticmzihl hmipmiadjxd# gla d{gdâçl hlw nmjimw hd wdaiji# vdpálhl da ytd i
iwwdwwlpmi jçl ntjgmlji* Jl vdpálhl hd 94 hmiw hl pdglpxd# pdbmwxpia!wd =; –xtáxdw‑ ndmxlw vdci
iwwdwwlpmi hd glatjmgiâçl* Jl hmi 09 hd wdxda`pl# pdicmzlt!wd l aimlp jÿadpl hd –xtáxihiw‑?
00 –xtáxdw‑* Oé l hmi wdbtmjxd# 00 hd wdxda`pl# ivpdwdjxi l adjlp jÿadpl hd –xtáxdw‑* Ji
lgiwmçl# l Xrmxxdp nlm txmcmzihl da ivdjiw tai lvlpxtjmhihd*
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Bpénmgl 0? Jÿadpl hd –xtáxdw‑ vlp hmi hd 94 i 76 hd wdxda`pl hd 0696*
Ytijxl il jÿadpl hd –xtáxdw‑ dj~mihlw vlp hmi vdci iwwdwwlpmi hd glatjmgiâçl# í vlwwá~dc
~mwticmzip ytd# jlw gmjgl vpmadmplw hmiw hi ijécmwd# djxpd 94 d 09 hd wdxda`pl# l wdxlp hd
olpjicmwal dj~mlt l aimlp jÿadpl hd adjwibdjw ~mi Xrmxxdp # wlaijhl!wd 29 –xtáxdw‑* Í
vlwwá~dc l`wdp~ip# jl djxijxl# ytd# iv÷w l hmi 09 hd wdxda`pl# hixi da ytd klt~d aimlp
jÿadpl hd adjwibdjw# l jÿadpl hd –xtáxdw‑ gim gljwmhdpi~dcadjxd*
Hd iglphl gla l iwwdwwlp hd mavpdjwi hl Mjwxmxtxl Dcl# Cdljiphl Nmbtdmpdhl9># i ytdhi hl
jÿadpl hd –xtáxdw‑ í d{vcmgihi vlp ta jÿadpl aimlp hd hdaijhiw mjxdpjiw# ytd jdgdwwmxipia
hi ixdjâçl hd xlhl l wdxlp hd olpjicmwal# l ytd# gljwdytdjxdadjxd# mjxdpndpmt jl xpi`ickl hd
xpmibda d hd ivtpiâçl hd mjnlpaiâôdw i wdp hm~tcbihiw ~mi Xrmxxdp * Wdbtjhl l iwwdwwlp hd
mavpdjwi# jl djxijxl# l Xrmxxdp imjhi lgtvi ctbip wdgtjhépml hdjxpl hi dwxptxtpi hi vlcáxmgi
hd glatjmgiâçl hi lpbijmziâçl# d{dpgdjhl vivdc hd glavcdadjxl ilw ~dágtclw oé d{mwxdjxdw#
glal i jdrwcdxxdp d l mjnlpaixm~l Jÿgcdl da Pdhd*
Vipi Cdljiphl Nmbtdmpdhl# l Xrmxxdp xplt{d jl~iw vlwwm`mcmhihdw hd hm~tcbiâçl d hd l`xdjâçl
hd mjnlpaiâôdw æ iwwdwwlpmi oé ytd# vlp adml hl gljxixl gla ltxpiw mjwmxtmâôdw ytd xda ta
xpi`ickl wdadckijxd il hl Mjwxmxtl Dcl d ytd nizda twl hl Xrmxxdp # í vlwwá~dc gljkdgdp jl~iw
nlpaiw hd ixtiâçl jl xdpgdmpl wdxlpd wi`dp hd d{vdpmïjgmiw da bdwxçl# vlp d{davcl*
9> Djxpd~mwxi hd Cdljiphl Nmbtdmpdhl gljgdhmhi il vdwytmwihlp jl hmi 02 hd ltxt`pl hd 0696
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Djxpdxijxl# jl ytd hmz pdwvdmxl æ hm~tcbiâçl hd gljxdÿhl# wdbtjhl l iwwdwwlp hd mavpdjwi# i
iwwdwwlpmi glavpddjhd iw gipigxdpáwxmgiw vp÷vpmiw hi ndppiadjxi# glal# i ~dclgmhihd d æ
mjwxijxijdmhihd# d# vlp mwwl# ~ï glal jdgdwwépml gpmip tai plxmji dwvdgánmgi vipi l twl hl
Xrmxxdp# l ytd dj~lc~d# vlp d{davcl# ivtpiâçl# ihdytiâçl hi cmjbtibda d hl jÿadpl hd
gipigxdpdw vipi hm~tcbip mjnlpaiâôdw ~mjhiw hd ltxpiw nljxdw d ytd ijxdw# jçl vlwwtmia ta
dwviâl hdxpamjihl jl wmxd hi mjwxmxtmâçl# d ytd# gla i txmcmziâçl hl Xrmxxdp # viwwipia i wdp
txmcmzihiw gla aimw npdytïjgmi vdci dytmvd*
Xic inmpaiâçl gljnmpai# i vpmjgávml# l ytd dwxé vdwytmwi `twgi hdgmnpip? i nlpai glal iw
pdhdw wlgmimw# da dwvdgmic l Xrmxxdp # xda mjnctdjgmihl l xpi`ickl hlw iwwdwwlpdw hd
glatjmgiâçl hl Mjwxmxtxl Dcl* Il wd i~dpmbtip iw ixm~mhihdw dwvdgánmgiw hlw iwwdwwlpdw hilpbijmziâçl da ytdwxçl# gljwxixi!wd ytd i txmcmziâçl hl Xrmxxdp # vlp vipxd hlw olpjicmwxiw#
gpmlt jl~i plxmji hd vplhtâçl ytd dj~lc~d i wdcdâçl hl ytd wdpé –xtáxihl‑ +xd{xlw# dhmximw#
`ijjdpw# glj~mxdw# djxpd ltxplw- d i hm~tcbiâçl hd gljxdÿhl +ixdjhdjhl iw cmamxiâôdw hd
gipigxdpdw# vlp d{davcl-# hdjxpl hd tai dwxptxtpi hd xpi`ickl oé dwxi`dcdgmhi*
Bpénmgl 7? Jl hmi 09,6=# ivdjiw 8 xdaéxmgiw nlpia xpixihiw* Hdwwiw# –Ltxplw wwwtjxlw‑# glal l–Hmi Mjxdpjigmljic hi Viz‑# l`xm~dpia l aimlp hdwxiytd*
Il ijicmwipda!wd lw xdaiw hm~tcbihlw ~mi Xrmxxdp# jl hmi 09 hd wdxda`pl# gljwxixi!wd ytd# hiw
wdmw gixdblpmiw dwxi`dcdgmhiw# wladjxd ytixpl nlpia gljxdavcihiw ji hixi? Xdpgdmpl wdxlp 5 Vpd~ijâçl æ gpmamjicmhihd5 Vplalâçl æ gmhihijmi d Ltxplw iwwtjxlw# hijhl!wd hdwxiytd
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dwvdgmic i xdaiw glal l Hmi Mjxdpjigmljic hi Viz d æ hm~tcbiâçl hd ipxmblw ytd i`lphia i
ytdwxçl hl xdpgdmpl wdxlp ji Iaípmgi Cixmji*
8*8*7 Cmjbtibda
I cmjbtibda hl Xrmxxdp í hmndpdjxd hiytdci twihi da ltxplw admlw hd glatjmgiâçl# glal
X^# péhml d ~dágtclw mavpdwwlw* Icía hmwwl# dci wd hmndpd hi cmjbtibda twihi vdci iwwdwwlpmi
hd glatjmgiâçl da ltxplw ~dágtclw d ndppiadjxiw hd glatjmgiâçl lpbijmzigmljic* Mwwl
vlpytd i cmjbtibda davpdbihi jl Xrmxxdp gipigxdpmzi!wd vlp wd ~lcxip æ mjnlpaicmhihd d vlp
wd ivpl{maip# da atmxlw giwlw# hl glclytmicmwal*
Vlp wti jixtpdzi hd amgpl`clbbmjb# l Xrmxxdp vlwwm`mcmxi i vlwxibda hd xd{xlw gla cmamxd hd
ivdjiw 986 gipigxdpdw# l ytd í gljwmhdpihl# vlp gdpxlw twtépmlw# glal vltgl dwviâl vipi
vlwxibda* Djxpdxijxl# vipi ytda ytdp wd glatjmgip ixpi~íw hi ndppiadjxi# í vpdgmwl dwxip
ixdjxl i vljxlw glal i l`odxm~mhihd d i gpmixm~mhihd* Ltxpl vljxl mavlpxijxd hmz pdwvdmxl il
nixl hd oé d{mwxmp ta cmamxd hd gipigxdpdw vlp –xtáxd‑* Jihi mavdhd ilw twtépmlw hd –xtáxip‑
~épmiw ~dzdw vipi gljwdbtmp damxmp# iwwma# i wti adjwibda* Vlpía# wd l xd{xl nlp bpijhd# í
vpdndpá~dc vt`cmgé!cl da ltxpl clgic d txmcmzip l Xrmxxdp ivdjiw glal gkiaihi# ivpdwdjxijhlxáxtcl d cmje hl xd{xl ji adjwibda –xtáxihi‑*
Xic vpéxmgi í glatadjxd txmcmzihi vdci iwwdwwlpmi hd glatjmgiâçl hl Mjwxmxtxl Dcl# ytd
glwxtai nizdp hm~dpwiw gkiaihiw vipi mjnlpaiâôdw ytd dwxçl da wti vébmji lnmgmic* Jl hmi 0;
hd wdxda`pl# vlp d{davcl# i dytmvd hi iwwdwwlpmi hm~tcblt i wdbtmjxd adjwibda ~mi Xrmxxdp ?
–Fmjwxmxtxldcl`p Ytixpl vplgdwwlw hl Mjwxmxtxl Dcl djgdppia!wd klod æw 9;k* Imjhi hé xdavl
hd wd mjwgpd~dp* ^ibiw vipi @K d mjxdpmlp kxxv?,,ambpd*ad,9ycL7‑*
Lw wdbtmhlpdw d mjxdpdwwihlw ytd gcmgipia jl cmje# il nma hi adjwibda# nlpia hmpdgmljihlw
il wmxd hl Mjwxmxtxl Dcl +Nmbtpi9-# ljhd iw mjnlpaiâôdw wl`pd iw ~ibiw dwxi~ia hmwvljá~dmw d
dwvdgmnmgihiw*
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Nmbtpi 9 ‗ Xd{xl vt`cmgihl jl wmxd hl Mjwxmxtxl Dcl wl`pd vplgdwwlw wdcdxm~lw i`dpxlw*Nljxd? kxxv?,,rrr*mjwxmxtxldcl*lpb*`p,wmxd,jlxmgmiw,cdmxtpi,8=;*
Ytijhl l`wdp~ihi i nlpai glal iw adjwibdjw wçl dwgpmxiw# í glata djgljxpip giwlw da ytd
l glclytmicmwal nlm txmcmzihl jl xd{xl hl –xtáxd‑* Xic twl í otwxmnmgihl vdci dytmvd glal nlpai
hd wd ivpl{maip hlw wdbtmhlpdw gla cmjbtioip aimw cd~d# gkiaixm~l d l`odxm~l# giviz hd
iotwxip!wd ilw 986 gipigxdpdw vdpamxmhlw*
Jl hmi 09 hd wdxda`pl# nlm dj~mihi i wdbtmjxd adjwibda? –Fmjwxmxtxldcl`p Oé gljndpmt l j*4
hi Pd~mwxi Cm`dphihdw hl Mjwxmxtxl @piwmcdmpl hd Gmïjgmiw Gpmamjimw<
kxxv?,,rrr*m`ggpma*lpb*`p, ‑* Jlxi!wd# gcipiadjxd# l xla glclytmic hi adjwibda d i xdjxixm~i
hi iwwdwwlpmi vlp dwxi`dcdgdp gljxixl gla lw wdtw wdbtmhlpdw# il –xtáxip‑ i adjwibda wl` i
nlpai hd vdpbtjxi* Ltxpi nlpai pdglppdjxd hd glclytmicmwal í i txmcmziâçl hd i`pd~miâçl hd
vici~piw# vipi ytd i adjwibda vlwwi l`dhdgdp il cmamxd hd 986 gipigxdpdw# glal vlhd!wd
vdpgd`dp i wdbtmp? –Fmjwxmxtxldcl`p Ko xda l Gllphdjihlpmi ji Vpiâi hdjxpl hi Wdaiji hi
Vdwwli g, Hdnmgmïjgmi* kxxv?,,ambpd*ad,9eD0 ‑̀*
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8*8*8 Wdbtmhlpdw
L vdpnmc hl Mjwxmxtxl Dcl jl Xrmxxdp gljxi~i# htpijxd l vdpálhl hd ijécmwd# gla 9=2
wdbtmhlpdw# hm~mhmhlw vdcl vdwytmwihlp da hlmw bptvlw hmndpdjxdw# hd iglphl gla wdtw vdpnmw?
Vdwwlic d Mjwxmxtgmljic* Jl vpmadmpl bptvl# ké vdwwliw ytd wdbtda l Fmjwxmxtxldcl`p d wd
hdwgpd~da glal vdwwliw náwmgiw* Oé l wdbtjhl bptvl í glavlwxl vlp davpdwiw# LJBw#
ntjhiâôdw d hdaimw mjwxmxtmâôdw# ytd wd ivpdwdjxia jl Xrmxxdp glal ibptviadjxlw glcdxm~lw
d# vlpxijxl# vlwwtda gipéxdp mjwxmxtgmljic*
Bpénmgl 8? Jÿadpl hd wdbtmhlpdw vlp bptvl*
Jl bptvl Vdwwlic# í vlwwá~dc djgljxpip# djxpd lw wdbtmhlpdw# ntjgmljépmlw d d{!ntjgmljépmlw hi
lpbijmziâçl# icía hd vdwwliw ytd wd ivpdwdjxia glal wlgm÷clblw# vwmg÷clblw# iwwmwxdjxdw
wlgmimw# ipxmwxiw# olpjicmwxiw# aÿwmglw d vplnmwwmljimw hd ltxpiw épdiw* Hdjxpl hl bptvl
Mjwxmxtgmljic# djgljxpia!wd hm~dpwiw iwwlgmiâôdw hl xdpgdmpl wdxlp# ntjhiâôdw gtcxtpimw#
glcdxm~lw gtcxtpimw d davpdwiw*
I dwglcki hdwxi pdciâçl hd mjxdpiâçl gla l vdpnmc hl Mjwxmxtxl Dcl vlhd `iwdip!wd jl xmvl hd
mjxdpdwwd vdwwlic d jlw xdaiw da glata# hm~tcbihlw d gladjxihlw# vdci lpbijmziâçl# vlp
adml hiw xdaéxmgiw dwxi`dcdgmhiw# glal Vpd~djâçl æ gpmamjicmhihd# Vplalâçl æ gmhihijmi#
Xdpgdmpl wdxlp d Wtwxdjxi`mcmhihd*
Hdwwi nlpai# í vlwwá~dc i~icmip ytd lw l`odxm~lw# xijxl hlw mjgctáhlw jl bptvl Vdwwlic# ytijxl
jl Mjwxmxtgmljic# da wd gljdgxip il vdpnmc hl Mjwxmxtxl Dcl# vlhda wdp pdvpdwdjxihlw vdciw
vlwwm`mcmhihdw hd gljd{çl# hmntwçl d xplgi hd mjnlpaiâôdw# ytd# wdbtjhl Pdgtdpl +066=-#
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gljnmbtpia!wd glal ixpm`txlw vpmjgmvimw hd tai pdhd wlgmic* Djxpdxijxl# hd~mhl il
cijâiadjxl hi jl~i ~dpwçl hl Xrmxxdp 92 d il ixiytd hd kigedpw# ytd indxipia iw gljxiw hd
amckipdw hd twtépmlw jl atjhl mjxdmpl9;# ximw athijâiw nmzdpia gla ytd gdpxiw mjnlpaiâôdw#
glal iw glj~dpwiw dwxi`dcdgmhiw djxpd lw twtépmlw# hdwivipdgdwwda hd wtiw xmadcmjd9=# l ytd
mavlwwm`mcmxlt# jdwxi vdwytmwi# i glcdxip hd hihlw aimw pdcd~ijxdw i pdwvdmxl hiw mjxdpiâôdw
djxpd l vdpnmc hl Mjwxmxtxl Dcl d wdtw wdbtmhlpdw*
Il txmcmzip i ndppiadjxi Bllbcd Ijic}xmgw06# nlm vlwwá~dc adjwtpip l jÿadpl hd igdwwlw il
wmxd hl Mjwxmxtxl Dcl# pdicmzihlw vlp twtépmlw gljdgxihlw il Xrmxxdp htpijxd xlhl l vdpálhl
pdglpxihl hd vdwytmwi# gljxi`mcmzijhl!wd 9>7 igdwwlw hmpdxlw* L bpénmgl i`im{l ivpdwdjxi i
hmwxpm`tmâçl hmépmi hlw igdwwlw?
Bpénmgl 4? Jÿadpl hd igdwwlw hmépmlw il wmxd hl Mjwxmxtxl Dcl lpmbmjihlw ~mi Xrmxxdp *Nljxd? kxxvw?,,rrr*bllbcd*gla,ijic}xmgw,
Il ijicmwip!wd l bpénmgl# ~ï!wd ytd# jl hmi 08 hd wdxda`pl# klt~d l aimlp jÿadpl hd igdwwlw
il wmxd hl Mjwxmxtxl Dcl jl vdpálhl* Djxpdxijxl# il glavipip l hihl gmxihl gla hihlw hl
bpénmgl 0# vdpgd`d!wd ytd i hixi gmxihi# ytd vlwwtm l aimlp jÿadpl hd igdwwlw ~mi Xrmxxdp #
pd~dci!wd# vlp ltxpl cihl# ta hlw hmiw da ytd klt~d l adjlp jÿadpl hd –xtáxdw‑# gla ivdjiw
htiw adjwibdjw dj~mihiw vdci iwwdwwlpmi hd glatjmgiâçl*
92 Hmwvljá~dc da? 3kxxv?,,b9*bcl`l*gla,xdgjlclbmi,jlxmgmi,0696,6=,jl~l!xrmxxdp!vdpamxd!i`pmp!nlxlw!d!~mhdlw!wda!wimp!hi!vibmji*kxac: Igdwwl? 02 wdx* 0696*9; Hmwvljá~dc da? 3kxxv?,,glctjiw*dvlgi*bcl`l*gla,~mhitxmc,0696,6=,09,nicki!ixmjbd!amckipdw!hd!gljxiw!jl!xrmxxdp,: Igdwwl? 02 wdx* 06969= Í i cmjki hl xdavl ytd lpbijmzi d wdytïjgmi iw ÿcxmaiw ixticmziâôdw hlw twtépmlw hiw pdhdw wlgmimw06 Hmwvljá~dc da? rrr*bllbcd*gla,ijic}xmgw-
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Vlhd!wd gljgctmp# vlmw# ytd l jÿadpl hd –xtáxdw‑ vlp hmi jçl mjxdpndpd ji ytijxmhihd hd
igdwwlw il wmxd* Xic gljgctwçl wd d{vcmgi vdcl nixl hd ytd# jl hmi da ytd nlpia dj~mihlw l
aimlp jÿadpl hd –xtáxdw‑ ‗ 00 adjwibdjw jl 09 hd wdxda`pl ‗ # l wmxd pdgd`dt ivdjiw 90
igdwwlw lpmbmjihlw vdcl Xrmxxdp* Hdwwi nlpai# gljgctm!wd ytd lw twtépmlw i igdwwip l wmxd hl
Mjwxmxtxl Dcl# twijhl glal `iwd l vdpnmc jl Xrmxxdp # jçl l `twgia alxm~ihlw vdciw adjwibdjw
dj~mihiw vdci ndppiadjxi# aiw wdbtjhl alxm~iâôdw ytd ~çl icía hlw l`odxm~lw hdwxi
vdwytmwi*
8*4 Xrmxxdp# vdpálhl dcdmxlpic d ltxpiw ndppiadjxiw hd glatjmgiâçl mjwxmxtgmljic
Glal oé ivpdwdjxihl jdwxi vdwytmwi# i iwwdwwlpmi hd glatjmgiâçl wlgmic hl Mjwxmxtxl Dclvlwwtm ltxpiw ndppiadjxiw hd glatjmgiâçl lpbijmzigmljic# hmbmximw d mavpdwwiw* Vlp mwwl# i
vdwytmwi vplgtplt l`wdp~ip d ijicmwip i pdciâçl djxpd dwxiw ndppiadjxiw d i~dpmbtip wd dciw wd
glavcdadjxia# lt ntjgmljia hd nlpai itxøjlai# wda ivpdwdjxip glj~dpbïjgmi*
Ijxdw hd gladâip i ijécmwd hi pdciâçl djxpd l Xrmxxdp d iw hdaimw ndppiadjxiw hd
glatjmgiâçl# jl djxijxl# í vpdgmwl mjnlpaip ytd# htpijxd l vdpálhl dcdmxlpic# ytd wd dwxdjhdt#
da Amjiw Bdpimw# hl hmi 76 hd otjkl il hmi 06 hd ltxt`pl hd 0696# pdwlctâôdw hl Xpm`tjicPdbmljic Dcdmxlpic hd Amjiw Bdpimw +XPD!AB- d hi Ih~lgigmi Bdpic hl Dwxihl +IBD-
~dhipia i hm~tcbiâçl hd jlxágmiw d mjnlpaiâôdw wl`pd vplbpiaiw d iâôdw pdcigmljihiw ilw
l`odxlw hl xdpal hd vipgdpmi gdcd`pihl djxpd l Mjwxmxtxl Dcl d l bl~dpjl hd Amjiw Bdpimw#
djxpd dcdw l wmxd mjwxmxtgmljic# l Xrmxxdp d l mjnlpaixm~l Jÿgcdl da Pdhd*
L nixl mavcmglt da ta hmwxijgmiadjxl djxpd iw ndppiadjxiw d# ixí adwal# æ itwïjgmi hd
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ijxdgdhdjxdw il vcdmxl*
Wdbtjhl l iwwdwwlp hd mavpdjwi# Cdljiphl Nmbtdmpdhl09# ivdwip hiw pdwxpmâôdw mavlwxiw vdcl
vdpálhl dcdmxlpic# i dytmvd `twglt ltxpiw nlpaiw hd hm~tcbiâçl# iavcmijhl iwwma i cmjki
09 Djxpd~mwxi hd Cdljiphl Nmbtdmpdhl gljgdhmhi il vdwytmwihlp jl hmi 02 hd ltxt`pl hd 0696
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dhmxlpmic d hijhl hdwxiytd æw hmwgtwwôdw d xdaiw cd~ijxihlw vlp ltxpiw lpbijmziâôdw hl
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wdbtjhl Cdljiphl Nmbtdmpdhl# í i mjxdbpiâçl djxpd l wmxd hi lpbijmziâçl d l vdpnmc jl Xrmxxdp#
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mjnlpaiâôdw hl wmxd# glal oé d{davcmnmgihl jdwxi vdwytmwi*
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GLJGCTWÇL
L ih~djxl hd jl~iw xdgjlclbmiw hi épdi hi mjnlpaéxmgi xplt{d# ilw vplnmwwmljimw hi
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gmdjxánmgi* I mjxplhtâçl hi mjxdpjdx jl glxmhmijl vplnmwwmljic# vdwwlic d mjxdcdgxtic pdvpdwdjxlt
tai athijâi jçl w÷ vipi i glatjmgiâçl wlgmic# glal xia`ía vipi i wlgmdhihd* I
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nlpai hd lpbijmziâôdw l`xdpda ï{mxl il twip iw pdhdw wlgmimw*
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PDNDPÏJGMIW
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LCM^I# Iji Vitci hd Lcm~dmpi* Wdmw bpijhdw davpdwiw `piwmcdmpiw d wtiw wiciw hd mavpdjwi
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IJD[LW
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