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Abstract(s)
O relatório apresentado é o resultado de um estudo de caso proveniente de uma experiência de estágio curricular de seis meses no departamento de Marketing Estratégico e Comunicação da RTP. Através de um estudo empírico pretendi verificar qual o impacto das ações de comunicação da RTP na produção de conteúdos jornalísticos, tendo como estudo de caso a 2ª edição do Got Talent Portugal.
Primeiramente, o estudo foi desenvolvido sobre as linhas teóricas do jornalismo especializado, da influência da comunicação das organizações na cobertura noticiosa e da relação entre fontes e jornalistas. A seguir apresento a aplicação prática desta investigação com base numa pergunta de investigação que surgiu no seguimento da componente teórica. Para se compreender o contexto desta investigação, apresento uma nota introdutória sobre a instituição acolhedora, a RTP, tal como uma breve reflexão sobre o estágio realizado, onde ofereço um registo pessoal da experiência vivida durante o estágio. Por fim segue-se a fase da análise de toda a informação empírica obtida através das entrevistas realizadas aos jornalistas que produziram notícias sobre o programa. A partir da informação recolhida realizei uma análise descritiva de todas as respostas dos jornalistas com o intuito de apurar a influência das ações de comunicação da RTP sobre o programa, em cada um dos meios para o qual trabalharam. Durante esta análise são aplicadas as teorias do Jornalismo e outros conceitos abordados no enquadramento teórico do trabalho, juntamente com a experiência do estágio.
Através do estudo desenvolvido podemos verificar os motivos pelos quais a comunicação da RTP é imprescindível no desenvolvimento do trabalho jornalístico, os motivos pelos quais os jornalistas escrevem notícias sobre o programa e se as histórias dos protagonistas do programa influenciaram os jornalistas na produção de notícias. Os resultados da investigação comprovam um forte impacto da Comunicação da RTP na produção de notícias sobre o Got Talent Portugal 2016. Comprovo ainda que as estratégias comunicativas do canal se tornaram num meio de promoção e divulgação dos conteúdos, com vantagens para os jornalistas e para a empresa em si.
This report is the result of a case study of a six month internship in the Strategic Marketing and Communication department of RTP. Based on an empirical study, I aimed to understand the impact of RTP's communication on the journalistic content production. The study case for this report was the 2nd edition of Got Talent Portugal. Firstly, the study was based on the theory of specialized journalism as well as on the influence of the communication of the organizations on the news coverage and on the relationship between sources and journalists. Secondly, the application of this study was based on a research question that emerged from the theoretical component. In order to understand the context of this research, I introduced the institution, RTP, did a brief reflection about the internship, where I described the overall experience and main duties. The last phase of the analysis is the empirical information study obtained through interviews with journalists who covered the programme news. Based on the information collected, I carried out a descriptive analysis of all journalists' responses in order to determine the influence of RTP's communication on the news they produced. During this analysis, theories of Journalism, communication concepts as well as the experience of the internship itself were taken into consideration. Based on this study, we can understand why the communication unit of RTP is crucial for journalists, why journalists write news about the programme; we can also verify if the stories of the protagonists of the program influenced the journalists news production. The results of the research show a strong impact of the RTP communication regarding the news about Got Talent Portugal 2016. It is also proven that the communication strategies have become means of promoting and disseminating the content which brings advantages for both journalists and the company itself.
This report is the result of a case study of a six month internship in the Strategic Marketing and Communication department of RTP. Based on an empirical study, I aimed to understand the impact of RTP's communication on the journalistic content production. The study case for this report was the 2nd edition of Got Talent Portugal. Firstly, the study was based on the theory of specialized journalism as well as on the influence of the communication of the organizations on the news coverage and on the relationship between sources and journalists. Secondly, the application of this study was based on a research question that emerged from the theoretical component. In order to understand the context of this research, I introduced the institution, RTP, did a brief reflection about the internship, where I described the overall experience and main duties. The last phase of the analysis is the empirical information study obtained through interviews with journalists who covered the programme news. Based on the information collected, I carried out a descriptive analysis of all journalists' responses in order to determine the influence of RTP's communication on the news they produced. During this analysis, theories of Journalism, communication concepts as well as the experience of the internship itself were taken into consideration. Based on this study, we can understand why the communication unit of RTP is crucial for journalists, why journalists write news about the programme; we can also verify if the stories of the protagonists of the program influenced the journalists news production. The results of the research show a strong impact of the RTP communication regarding the news about Got Talent Portugal 2016. It is also proven that the communication strategies have become means of promoting and disseminating the content which brings advantages for both journalists and the company itself.
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Keywords
Notícia Comunicação Imprensa Jornalismo especializado Fonte News Communication Press Specialized journalism Sources