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Abstract(s)
O presente trabalho de investigação consiste em estudar as estratégias de comunicação
e o comportamento digital dos clubes brasileiros de futebol com maior presença digital,
com o objetivo de identificar a utilização da narrativa transmídia nos seus canais de
comunicação e plataformas digitais. Os poucos esforços teóricos percebidos na
produção científica sobre comunicação esportiva, nomeadamente centrada nas ações
dos clubes de futebol, dissonante da relevância cultural e econômica que o esporte tem
para o Brasil, justificam essa investigação.
Para fundamentar a pesquisa, discutimos temas como comunicação estratégica,
convergência cultural, narrativa Transmídia, crossmedia, remediação, storytelling,
posicionamento, arquétipos de comunicação e redes sociais digitais. Através de uma
pesquisa qualitativa realizamos um estudo de caso com os cinco clubes brasileiros de
futebol com maior presença digital: Clube de Regatas do Flamengo, Sport Club
Corinthians Paulista, São Paulo Futebol Clube, Sociedade Esportiva Palmeiras e Santos
Futebol Clube, identificando os canais de comunicação disponíveis para a audiência,
além dos conteúdos mais relevantes publicados no mês de dezembro de 2019,
aplicando sete princípios desenvolvidos neste estudo para avaliar se houve o emprego
da narrativa Transmídia.
Os resultados obtidos evidenciaram a replicação de conteúdo nas diferentes
plataformas e a ausência de uma estratégia de comunicação para a utilização da
narrativa Transmídia, que permita expandir a história e potencializar o uso das
plataformas digitais a partir do que conhecemos por convergência de mídias. Essa
investigação recomenda a sequência de outras pesquisas que aprofundem as estratégias
de comunicação dos clubes brasileiros de futebol com um corpus mais alargado, além
da possibilidade de compreender dificuldades da aplicação de projetos transmídia na
estratégia de comunicação pela perspectiva dos gestores de mídia dos clubes.
This research work consists in studying the communication strategies and digital behavior of Brazilian football clubs with a greater digital presence, with the objective of identifying the use of transmedia narrative in their communication channels and digital platforms. The few theoretical efforts perceived in the scientific production on sports communication, namely focused on the actions of football clubs, dissonant of the cultural and economic relevance that the sport has for Brazil, justify this investigation. To support the research, we discussed themes such as strategic communication, cultural convergence, narrative Transmedia, crossmedia, remediation, storytelling, positioning, communication archetypes and digital social networks. Through a qualitative research we conducted a case study with the five Brazilian football clubs with the largest digital presence: Clube de Regatas do Flamengo, Sport Club Corinthians Paulista, São Paulo Futebol Clube, Sociedade Esportiva Palmeiras and Santos Futebol Clube, identifying the communication channels available to the audience, in addition to the most relevant content published in December 2019, applying seven principles developed in this study to assess whether the Transmedia narrative was used. The results obtained showed the replication of content in the different platforms and the absence of a communication strategy for the use of Transmedia narrative, which allows the expansion of the story and enhance the use of digital platforms from what we know as media convergence. This investigation recommends the sequence of other researches that deepen the communication strategies of Brazilian football clubs with a broader corpus, besides the possibility of understanding the difficulties of applying transmedia projects in the communication strategy from the perspective of the clubs' media managers.
This research work consists in studying the communication strategies and digital behavior of Brazilian football clubs with a greater digital presence, with the objective of identifying the use of transmedia narrative in their communication channels and digital platforms. The few theoretical efforts perceived in the scientific production on sports communication, namely focused on the actions of football clubs, dissonant of the cultural and economic relevance that the sport has for Brazil, justify this investigation. To support the research, we discussed themes such as strategic communication, cultural convergence, narrative Transmedia, crossmedia, remediation, storytelling, positioning, communication archetypes and digital social networks. Through a qualitative research we conducted a case study with the five Brazilian football clubs with the largest digital presence: Clube de Regatas do Flamengo, Sport Club Corinthians Paulista, São Paulo Futebol Clube, Sociedade Esportiva Palmeiras and Santos Futebol Clube, identifying the communication channels available to the audience, in addition to the most relevant content published in December 2019, applying seven principles developed in this study to assess whether the Transmedia narrative was used. The results obtained showed the replication of content in the different platforms and the absence of a communication strategy for the use of Transmedia narrative, which allows the expansion of the story and enhance the use of digital platforms from what we know as media convergence. This investigation recommends the sequence of other researches that deepen the communication strategies of Brazilian football clubs with a broader corpus, besides the possibility of understanding the difficulties of applying transmedia projects in the communication strategy from the perspective of the clubs' media managers.
Description
Keywords
Comunicação Estratégica Convergência de Mídias Futebol Redes Sociais Digitais Transmídia