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Abstract(s)
Com o aparecimento de novos media digitais o ecossistema mediático alterou-se
substancialmente, influenciando determinantemente todos os aspetos da vida humana.
Por conseguinte, emerge da cultura de convergência, a qual representa uma tentativa de
capturar esta paisagem mediática em mudança e contraditória, onde os velhos e novos
media se cruzam e estabelecem relações complexas entre si. Destaca-se enquanto
principal manifestação cultural da convergência o ímpeto da cultura participativa,
decisiva na revolução que se assiste da televisão tradicional. Destarte, é imperativo
repensar a estratégia de comunicação dos produtos televisivos, integrando no seu
planeamento o social media marketing, bem como evidenciar a importância crescente da
cultura de celebridades.
Assim, pretende compreender-se de que forma evoluíram e foram adaptadas as estratégias
de marketing de produtos televisivos ao contexto mediático convergente, utilizando o
estudo de caso d’O Programa da Cristina para observar os fenómenos comunicacionais e
culturais em estudo. As técnicas de investigação utilizadas foram a análise documental
do Relatório Digital de 2019 do Grupo Impresa, a análise de conteúdos do Instagram da
SIC e do Instagram d’O Programa da Cristina e a análise de entrevistas à Gestora de
Marca SIC e à Gestora de Marketing Digital da SIC.
O presente relatório de estágio conclui que não só a televisão está a ser revolucionada,
mas também a experiência dos consumidores está a ser redefinida progredindo,
certamente, para uma mais interativa. Assim, a estratégia de comunicação dos produtos
televisivos ultrapassa as fronteiras desse media, impondo-se nas redes sociais, utilizando
ferramentas para criar envolvimento e proximidade com o público, para incentivá-lo a
migrar do ambiente digital para a televisão. Também o fator ‘celebridade’ é determinante
para o sucesso da estratégia digital e para o sucesso dos produtos televisivos.
With the emergence of the new digital media, the mediatic ecosystem suffered substantial changes that decisively influenced all aspects of human life. Therefore, it emerges from the convergence culture, which represents an attempt at capturing this continuously changing and contradictory media landscape, where new and old media meet and develop complex relationships between each other. The impetus of the participatory culture stands out as the main cultural manifestation of the convergence, crucial in the current revolution of traditional television. Thereby, it is urgent to rethink the communication strategy of television products, integrating in its planning social media marketing, as well as showing proof of the growing importance of celebrities’ culture. Consequently, the aim of this report is to understand in which way the marketing strategies of television products evolved and were adapted to the media convergence context, using as case study O Programa da Cristina to observe the communicational and cultural phenomena in study. The investigation techniques used were the documental analysis of 2019’s Digital Report of Impresa Group, the content analysis of SIC and O Programa da Cristina’s Instagram accounts, and the analysis of interviews from SIC’s Brand Manager and SIC’s Digital Marketing Manager. The present internship report concludes that not only television is being revolutionized, but also that consumer experience is being redefined, and certainly progressing towards a more interactive experience. Thus, the communication strategy of television products exceed the boundary of its media, imposing itself in social networks, using tools to create engagement and proximity with the audience, with the purpose of encouraging it to migrate from the digital environment to the television. Also, the “celebrity” factor is decisive for the success of digital strategy and television products.
With the emergence of the new digital media, the mediatic ecosystem suffered substantial changes that decisively influenced all aspects of human life. Therefore, it emerges from the convergence culture, which represents an attempt at capturing this continuously changing and contradictory media landscape, where new and old media meet and develop complex relationships between each other. The impetus of the participatory culture stands out as the main cultural manifestation of the convergence, crucial in the current revolution of traditional television. Thereby, it is urgent to rethink the communication strategy of television products, integrating in its planning social media marketing, as well as showing proof of the growing importance of celebrities’ culture. Consequently, the aim of this report is to understand in which way the marketing strategies of television products evolved and were adapted to the media convergence context, using as case study O Programa da Cristina to observe the communicational and cultural phenomena in study. The investigation techniques used were the documental analysis of 2019’s Digital Report of Impresa Group, the content analysis of SIC and O Programa da Cristina’s Instagram accounts, and the analysis of interviews from SIC’s Brand Manager and SIC’s Digital Marketing Manager. The present internship report concludes that not only television is being revolutionized, but also that consumer experience is being redefined, and certainly progressing towards a more interactive experience. Thus, the communication strategy of television products exceed the boundary of its media, imposing itself in social networks, using tools to create engagement and proximity with the audience, with the purpose of encouraging it to migrate from the digital environment to the television. Also, the “celebrity” factor is decisive for the success of digital strategy and television products.
Description
Keywords
Novos media Cultura de convergência Cultura participativa Redes sociais Social media marketing Cultura de celebridades Televisão pós-rede Produtos televisivos New media Convergence culture Participatory culture Social networks Social media Marketing Celebrity culture Post-network television Television products