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Advisor(s)
Abstract(s)
O relacionamento entre assessores e jornalistas é um tema tão antigo quanto
polémico. Alguns autores encontram uma relação de interdependência na sua prática
profissional, enquanto outros entendem a assessoria como para-jornalismo, uma
atividade manipulativa da opinião pública, através do agendamento mediático. Tendo
presente estas visões antagónicas, este estudo visa explorar qual o tipo de
relacionamento que se verifica, no atual panorama português, entre os jornalistas e os
assessores de imprensa. Através de uma metodologia quantitativa pretendeu-se
compreender, por via da aplicação de um inquérito por questionário, qual a perceção dos
jornalistas acerca dos comportamentos, trabalho e valores que regem a assessoria de
imprensa. As respostas dos 417 inquiridos revelaram que a maioria dos jornalistas
considera existir um ambiente de respeito mútuo, mas também que somente 23%
concorda que a relação entre jornalistas e assessores de imprensa é de interdependência.
Além disso, a associação da atividade de assessoria com propaganda prevalece na opinião
de muitos jornalistas, o que sugere não ter sido ainda alcançada uma relação de confiança
e de espírito de equipa entre ambos os grupos profissionais.
The relationship between press officers and journalists is a subject as old as controversial. Some authors find an interdependent relationship in their professional practice, while others understand the press office as parajournalism, an activity that manipulates the public opinion, through media scheduling. Having these antagonistic viewpoints in mind, the purpose of this study is to explore the type of relationship that exists between journalists and press officers in the current Portuguese landscape. To this end, a quantitative methodology was applied, through the use of a questionnaire, with an intent to understand the perception of journalists about the behaviour, work, and values that govern the press office. According to the responses of 417 queries, the majority of journalists believe there is a mutual respect environment in the field, however, 23% agreed that the relationship between journalists and press officers is one of interdependence. Furthermore, many journalists still believe that the press office is actively associated with propaganda. That suggests that a trustworthy and cooperative relationship between both professional groups has yet to be established.
The relationship between press officers and journalists is a subject as old as controversial. Some authors find an interdependent relationship in their professional practice, while others understand the press office as parajournalism, an activity that manipulates the public opinion, through media scheduling. Having these antagonistic viewpoints in mind, the purpose of this study is to explore the type of relationship that exists between journalists and press officers in the current Portuguese landscape. To this end, a quantitative methodology was applied, through the use of a questionnaire, with an intent to understand the perception of journalists about the behaviour, work, and values that govern the press office. According to the responses of 417 queries, the majority of journalists believe there is a mutual respect environment in the field, however, 23% agreed that the relationship between journalists and press officers is one of interdependence. Furthermore, many journalists still believe that the press office is actively associated with propaganda. That suggests that a trustworthy and cooperative relationship between both professional groups has yet to be established.
Description
Keywords
Assessoria de Imprensa Comunicação Estratégica Comunicação Organizacional Jornalismo Relações Públicas