| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.01 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente dissertação foca-se na seguinte problemática: de que forma a pandemia da
CoViD-19 afetou os meios da comunicação do mundo do futebol, e de que modo poderá
esta comunicação sofrer alterações, no futuro, em consequência da pandemia. A sua
estrutura inclui um relato sobre a experiência de estágio na área da comunicação, e sobre
a forma como este auxiliou a compreensão de uma comunicação estratégica em primeira
mão. Segue-se um aprofundamento teórico sobre a comunicação estratégica e
organizacional e finaliza com as conclusões e hipóteses em relação ao tema.
O estágio realizado na empresa de relações públicas e Marketing digital Do It On, como
Assistant Account, durante os meses de dezembro a maio de 2021 e 2022, foi utilizado
como base para a compreensão da problemática da comunicação estratégica no pré e pós
pandemia. Durante o estágio foram adquiridos conhecimentos sobre esta área, que
permitiram retirar ilações sobre as consequências da pandemia sobre a forma de
comunicar das organizações.
Este estágio foi fundamental para compreender de que forma os meios de comunicação
sofreram alterações com a pandemia, mesmo fora do âmbito desportivo. A comunicação
de massas obedece a certos padrões, algo cujo estágio me ajudou a compreender e a
aprender
A comunicação estratégica transformou-se com a pandemia, sobre tudo no mundo do
futebol, onde a mesma se tornou o principal elo entre os adeptos e os clubes. Uma vez
mais, o estágio, assim como a recolha de dados junto de organizações desportivas,
contribuíram para uma perceção global sobre a comunicação estratégica do antes e pós
pandemia, auxiliando, desta forma, a resposta à problemática abordada.
Sendo a pandemia uma emergência excecional, o número de estudos realizados junto dos
profissionais de comunicação é reduzido. Neste sentido, foi desenvolvido um
questionário que visou a recolha de dados entre os coordenadores de comunicação de
diferentes clubes de futebol, e a sua posterior relação com o impacto da pandemia no
processo de comunicação dos mesmos, bem como com os contratempos que com ela
surgiram.
The following dissertation focuses on the problematic, how the media of the football world was affected and how the communication of the future could be changed because of the pandemic. The following structure relates the experience of doing an internship in an area of communication, how this helped to understand strategic communication firsthand, followed by a theoretical deepening on strategic communication and organizational communication and is finalized with the conclusions and hypotheses in relation to the topic. The internship carried out in the public relations and digital marketing company Do It On, as Assistant Account during the months of December to May 2021 and 2022 was used as the basis of understanding the problematic of strategic communication in the pre and post pandemic. During the internship, knowledge was acquired about the area that allowed us to draw conclusions about the consequences of the pandemic in the way organizations communicate. The internship was essential to understand how the media have changed with the pandemic, even not being of the sports field, the mass communication recognizes certain patterns in their way of acting, something whose internship helped me to capture. Strategic communication before and after the pandemic has changed, especially in the world of football, where communication has become the main link between fans and clubs. Again, the internship provided a global understanding of strategic communication before and after the pandemic, and together with data collection from sports organizations helped to provide a response to the issue. Since the pandemic is an exceptional emergency, few studies have been conducted close to communication professionals. In this sense a questionnaire was carried out that aimed to collect data from communication coordinators of football clubs that were related to the impact of the pandemic on their communication process, and what setbacks arose with it.
The following dissertation focuses on the problematic, how the media of the football world was affected and how the communication of the future could be changed because of the pandemic. The following structure relates the experience of doing an internship in an area of communication, how this helped to understand strategic communication firsthand, followed by a theoretical deepening on strategic communication and organizational communication and is finalized with the conclusions and hypotheses in relation to the topic. The internship carried out in the public relations and digital marketing company Do It On, as Assistant Account during the months of December to May 2021 and 2022 was used as the basis of understanding the problematic of strategic communication in the pre and post pandemic. During the internship, knowledge was acquired about the area that allowed us to draw conclusions about the consequences of the pandemic in the way organizations communicate. The internship was essential to understand how the media have changed with the pandemic, even not being of the sports field, the mass communication recognizes certain patterns in their way of acting, something whose internship helped me to capture. Strategic communication before and after the pandemic has changed, especially in the world of football, where communication has become the main link between fans and clubs. Again, the internship provided a global understanding of strategic communication before and after the pandemic, and together with data collection from sports organizations helped to provide a response to the issue. Since the pandemic is an exceptional emergency, few studies have been conducted close to communication professionals. In this sense a questionnaire was carried out that aimed to collect data from communication coordinators of football clubs that were related to the impact of the pandemic on their communication process, and what setbacks arose with it.
Description
Keywords
Adeptos Comunicação Estratégica Futebol Pandemia