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Advisor(s)
Abstract(s)
O presente estudo tem como objetivo perceber como são escolhidas as estratégias
comunicacionais para diferentes campanhas da Fundação Infantil Ronald McDonald - a
Campanha McSorriso; Quinto Aniversário da Casa Ronald McDonald do Porto; e da
Coleção Solidária.
Visou-se, deste modo, através de categorias de análise noticiosa e suas diferentes
subcategorias, apurar se existem semelhanças ou diferenças na cobertura noticiosa das
iniciativas solidárias da McDonald’s.
Os resultados obtidos permitiram apurar diferenças entre as três campanhas solidárias em
estudo. Destaca-se na campanha McSorriso a sensibilização do público; na campanha do
5º aniversário da Casa Ronald McDonald do Porto um destaque solidário junto das
famílias apoiadas e no apoio à campanha por parte do Presidente do Futebol Clube do
Porto. E, quanto à campanha da Coleção Solidária, o facto de não ter sido referenciada a
marca da McDonald’s nas notícias, o que na opinião dos responsáveis da marca, até
reforça a sua dimensão socialmente responsável, ao não se associar, diretamente, nas
ações solidárias por ela apoiada, deixando assim, essa associação solidária para as
entidades e famílias apoiadas, se assim o entenderem destacar.
The present study has the goal to realize how the communicational strategies are chosen for different campaigns of the Ronald McDonald children foundation - the campaign McSorriso; the fifth birthday of the Ronald McDonald home in Porto; and the solidarity collection. This way, it was aimed, through categories of news analysis and its different subcategories, investigate if there are similarities or differences in the news coverage of McDonald’s solidarity initiatives. The results allowed to distinguish the differences of the news between the three solidarity campaigns in this study. In the McSorriso campaign was highlighted the awareness of the public; the campaign of the 5º birthday of the Ronald McDonald home in Porto featured a solidarity initiative united with the families supported by the fundation and, in reinforcement to the campaign, it was supported by the president of Porto football team. Relatively to the campaign of the solidarity collection, it stands out that it was not referenced the McDonald's brand in the news, as the responsible for the brand claimed it reinforced the social responsibility dimension of McDonald’s by not associate directly with the solidarity actions supported by it, leaving that association for the entities and families supported in case they want to
The present study has the goal to realize how the communicational strategies are chosen for different campaigns of the Ronald McDonald children foundation - the campaign McSorriso; the fifth birthday of the Ronald McDonald home in Porto; and the solidarity collection. This way, it was aimed, through categories of news analysis and its different subcategories, investigate if there are similarities or differences in the news coverage of McDonald’s solidarity initiatives. The results allowed to distinguish the differences of the news between the three solidarity campaigns in this study. In the McSorriso campaign was highlighted the awareness of the public; the campaign of the 5º birthday of the Ronald McDonald home in Porto featured a solidarity initiative united with the families supported by the fundation and, in reinforcement to the campaign, it was supported by the president of Porto football team. Relatively to the campaign of the solidarity collection, it stands out that it was not referenced the McDonald's brand in the news, as the responsible for the brand claimed it reinforced the social responsibility dimension of McDonald’s by not associate directly with the solidarity actions supported by it, leaving that association for the entities and families supported in case they want to
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Keywords
Jornalismo Valores-notícia Relações públicas Assessoria de imprensa Journalism News values Public relations Press office