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Com a crescente popularidade que Internet e as redes sociais têm sido alvo, e com a constante evolução dos comportamentos e hábitos dos clientes, as empresas foram obrigadas a encontrar novas formas de implementação das suas estratégias de comunicação, marketing e publicidade. É devido a estas alterações que é seguro afirmar que a Internet e as redes sociais são, atualmente, um dos principais meios de procura de informação e entretenimento da sociedade, onde a maioria das empresas dirige o seu foco comunicacional e institucional em torno das necessidades e satisfações do cliente. A evolução da tecnologia permitiu que este novo contexto comunicacional deixasse de ser local para ser tornar global, ligando o mundo ao alcance de um clique e deixando a distância como uma mera palavra do vocabulário.
Este trabalho pretende estudar a influência que a Internet e as redes sociais tiveram no acesso a conteúdos de informação noticiosa e como os hábitos dos seus consumidores foram alterados, tendo como impulsionador a seguinte pergunta de partida para a qual pretendia obter uma resposta: “De que forma os novos media influenciaram o consumo de leitura dos jornais tradicionais?” É de relevante importância realçar que este estudo teve como base um estágio curricular, com duração de seis meses, no Departamento de Marketing do Grupo Controlinveste Media, agora denominado Global Media Group.
O trabalho consiste num estudo sobre o consumo da informação noticiosa da era digital, assentando-se no estudo de dois casos da mesma área de negócio, o Diário de Notícias e o Observador. Este trabalho pretende também perceber as grandes mudanças e diferenças dos hábitos de consumo noticioso e de acesso à Internet e redes sociais, usando como referencia os dois casos acima referidos. A situação económica dos jornais e a evolução tecnológica foram alguns dos motivos que suscitaram o interesse em desenvolver esta temática. Com a evolução tecnológica que se tem vindo a testemunhar, jornais como o Diário de Notícias tiveram de adaptar a sua estratégia comunicacional à evolução do mundo digital por razões económicas e sociais. Por outro lado, os jornais como o Observador, jornais puramente digitais, utilizam as tecnologias da atualidade (redes sociais) como principal meio de comunicação das suas notícias.
A metodologia utilizada assentou num estudo de dois casos (referidos anteriormente) e num método quantitativo por questionários. O público-alvo dos inquéritos abrange uma amostra da população Portuguesa, residentes em solo português e/ou no estrangeiro, com idades iguais ou superiores a 18 anos, de sexo masculino e feminino, consumidores de Internet e redes sociais e que tenham por hábito consultar sites e ou páginas de Facebook de informação noticiosa. Os dados recolhidos permitiram chegar a conclusões mais reais sobre o consumo de informação noticiosa e o seu acesso através de suportes tradicionais e digital. No final são ainda apresentadas algumas recomendações como o pagamento por conteúdos online, bem como uma perspetiva autocrítica sobre o desenvolvimento do relatório.
It’s been a long time since technologies have been introduced in society as a means of disseminating information. With the constant increase and growth of popularity that the Internet and social networks have been experiencing, and with the constant evolution of customer behavior and habits, companies have been forced to find new ways to implement their communication strategies, marketing and advertising. It is due to these changes that it is safe to say that the Internet and social networks are currently one of the principal means for seeking information and entertainment of society where most companies drive their communication and institutional focus around the needs and customer satisfaction. The evolution of technology has allowed for this new communication context to shift from local to global communications, linking the world within the reach of a click, leaving distance as a mere vocabulary word. This work paper aims to study the influence that Internet and social networks have in the access to news and information content and how the habits of their consumers have been changed, using as a booster the following starting question: “In what ways the new media influenced the reading consumption of traditional newspapers?” It is of great importance to note that this study was based on an internship, lasting six months, in the Department of Marketing of Controlinveste Media Group, now called Global Media Group. The main goal of this work paper is to study the consumption of news information in the digital age, using as a reference two case studies from the same area of expertise, the Diário de Notícias and the Observador. This work paper also plans to study the major changes and differences that exist in the consumption habits of news reading and in the access to the Internet and social networks using as a reference the two case studies previously mentioned. The current economic situations of newspapers and the technological development were some of the reasons that raise the interest for developing this topic. With the technological evolution that we’ve witnessing, newspapers such as the Diário de Notícias, had to adapt their communication strategy to the evolution of the digital world because of economic and social reasons. But on the other hand, newspapers such as the Observador, purely digital newspaper, use the current technology (social media networking) as the primary means of communication of their news. The chosen method used for this work paper consists on a quantitative method by questionnaires, based on the study of two cases (mentioned earlier), using the admission of surveys questionnaires to collect data. The target audiences of the survey covers a small sample of the Portuguese population, resident on Portuguese soil and/or abroad, with ages over 18, male and female, Internet and social network consumers, that have the practice of consulting websites and Facebook pages for news information. The data collected allowed to determinate a more realistic conclusion about the consumption habits of news reading and its access through a traditional and a digital support. In the end you can find some solutions, like a payment fee to visualize news content, as well as a perspective self-criticism about the development of the work paper.
It’s been a long time since technologies have been introduced in society as a means of disseminating information. With the constant increase and growth of popularity that the Internet and social networks have been experiencing, and with the constant evolution of customer behavior and habits, companies have been forced to find new ways to implement their communication strategies, marketing and advertising. It is due to these changes that it is safe to say that the Internet and social networks are currently one of the principal means for seeking information and entertainment of society where most companies drive their communication and institutional focus around the needs and customer satisfaction. The evolution of technology has allowed for this new communication context to shift from local to global communications, linking the world within the reach of a click, leaving distance as a mere vocabulary word. This work paper aims to study the influence that Internet and social networks have in the access to news and information content and how the habits of their consumers have been changed, using as a booster the following starting question: “In what ways the new media influenced the reading consumption of traditional newspapers?” It is of great importance to note that this study was based on an internship, lasting six months, in the Department of Marketing of Controlinveste Media Group, now called Global Media Group. The main goal of this work paper is to study the consumption of news information in the digital age, using as a reference two case studies from the same area of expertise, the Diário de Notícias and the Observador. This work paper also plans to study the major changes and differences that exist in the consumption habits of news reading and in the access to the Internet and social networks using as a reference the two case studies previously mentioned. The current economic situations of newspapers and the technological development were some of the reasons that raise the interest for developing this topic. With the technological evolution that we’ve witnessing, newspapers such as the Diário de Notícias, had to adapt their communication strategy to the evolution of the digital world because of economic and social reasons. But on the other hand, newspapers such as the Observador, purely digital newspaper, use the current technology (social media networking) as the primary means of communication of their news. The chosen method used for this work paper consists on a quantitative method by questionnaires, based on the study of two cases (mentioned earlier), using the admission of surveys questionnaires to collect data. The target audiences of the survey covers a small sample of the Portuguese population, resident on Portuguese soil and/or abroad, with ages over 18, male and female, Internet and social network consumers, that have the practice of consulting websites and Facebook pages for news information. The data collected allowed to determinate a more realistic conclusion about the consumption habits of news reading and its access through a traditional and a digital support. In the end you can find some solutions, like a payment fee to visualize news content, as well as a perspective self-criticism about the development of the work paper.
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Palavras-chave
Redes sociais Internet Diário de Notícias Observador Consumo digital Hábitos de leitura Social networking Digital consumption Reading habits