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A Comunicação Estratégica nos eSports: A Publicidade e o Branding nos Esportes Eletrônicos
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Esta dissertação analisa o papel da comunicação estratégica no ecossistema dos eSports, entendendo-os como um fenômeno mediado que articula competição, cultura digital, entretenimento e práticas profissionais. A investigação assume uma abordagem teóricoreflexiva, fundamentada na revisão crítica da literatura e na observação exemplificativa de práticas amplamente reconhecidas no setor, sem recorrer à recolha sistemática de dados ou à aplicação de métodos empíricos formais. O estudo procura compreender como processos comunicacionais – incluindo mediação digital, branding, publicidade, narrativas competitivas e atuação de plataformas – contribuem para a consolidação dos eSports como indústria cultural global. A análise integra autores das áreas da comunicação, média digitais, cultura gamer e estudos de plataforma, articulando conceitos de participação, identidade competitiva, construção de valor simbólico e envolvimento das audiências. Conclui-se que a comunicação estratégica desempenha um papel estruturante na legitimação e expansão dos eSports, ao moldar experiências, discursos e relações entre equipas, marcas, plataformas e comunidades. O trabalho oferece uma leitura integrada de um campo teórico disperso e identifica eixos relevantes para investigações futuras de caráter empírico.
This dissertation examines the role of strategic communication within the eSports ecosystem, understanding it as a mediated phenomenon that combines competitive performance, digital culture, entertainment, and professional practices. The study adopts a theoretical and reflective approach, based on a critical review of the literature and illustrative observations of widely recognized practices in the field, without applying empirical data collection or systematic analytical methods. Its aim is to understand how communicational processes—such as digital mediation, branding, advertising, competitive narratives, and platform dynamics—contribute to the consolidation of eSports as a global cultural industry. The analysis draws on contributions from communication studies, digital media, gamer culture, and platform studies, articulating concepts such as participation, competitive identity, symbolic value construction, and audience engagement. Findings indicate that strategic communication plays a structuring role in legitimizing and expanding eSports, shaping experiences, narratives, and relationships among teams, brands, platforms, and communities. The study offers an integrated reading of a theoretically dispersed field and highlights relevant pathways for future empirical research.
This dissertation examines the role of strategic communication within the eSports ecosystem, understanding it as a mediated phenomenon that combines competitive performance, digital culture, entertainment, and professional practices. The study adopts a theoretical and reflective approach, based on a critical review of the literature and illustrative observations of widely recognized practices in the field, without applying empirical data collection or systematic analytical methods. Its aim is to understand how communicational processes—such as digital mediation, branding, advertising, competitive narratives, and platform dynamics—contribute to the consolidation of eSports as a global cultural industry. The analysis draws on contributions from communication studies, digital media, gamer culture, and platform studies, articulating concepts such as participation, competitive identity, symbolic value construction, and audience engagement. Findings indicate that strategic communication plays a structuring role in legitimizing and expanding eSports, shaping experiences, narratives, and relationships among teams, brands, platforms, and communities. The study offers an integrated reading of a theoretically dispersed field and highlights relevant pathways for future empirical research.
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Comunicação Estratégica Esports Patrocínio Publicidade Relações
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