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| 4.34 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O relatório de estágio tem como tema principal a desconstrução da marca CRISTINA (representada pela apresentadora Cristina Ferreira). O trabalho é desenvolvido para perceber se é possível aplicar o conceito de transmídia dentro de uma marca que atua no entretenimento e no marketing em diversos meios de comunicação e plataformas.
A temática da televisão também é explorada, principalmente dentro da emissora TVI (televisão Independente), na qual foi realizado o estágio curricular que serviu de base para a construção deste relatório. O trabalho não tem como foco apenas um veículo de comunicação, mas sim, o conjunto de meios e plataformas onde os conteúdos são trabalhados e propagados: a televisão com os programas em que apresenta; o impresso com publicações de revistas; a parte digital com site, blogue e redes sociais. Seguindo uma estratégia de criação e estrutura de divulgação para cada meio, levando em consideração o público-alvo da apresentadora e de cada plataforma especificamente.
This internship report has as its main subject the breakdown of the brand Cristina (represented by the TV host Cristina Ferreira). The paper has been developed to analyse the possibility of applying the concept of transmedia on an entertainment brand and on many communication ways and platforms of marketing. The television theme is being explored, mainly inside the broadcaster TVI (Televisao Independente), where the internship has been concluded and used as a resource for this report. The paper does not have as a focus the media vehicle by itself, but the group of vehicles and platforms where contents are shared: the television and its tv shows; the printing and its magazines; the digital and its websites, blogs and social media. Following the creation strategy and the promotion structure of every media, considering the target market of the TV host and each specific platform.
This internship report has as its main subject the breakdown of the brand Cristina (represented by the TV host Cristina Ferreira). The paper has been developed to analyse the possibility of applying the concept of transmedia on an entertainment brand and on many communication ways and platforms of marketing. The television theme is being explored, mainly inside the broadcaster TVI (Televisao Independente), where the internship has been concluded and used as a resource for this report. The paper does not have as a focus the media vehicle by itself, but the group of vehicles and platforms where contents are shared: the television and its tv shows; the printing and its magazines; the digital and its websites, blogs and social media. Following the creation strategy and the promotion structure of every media, considering the target market of the TV host and each specific platform.
Description
Keywords
Cristina Ferreira Convergência Transmídia Entretenimento Marca pessoal Influenciador digital Convergence Transmedia Entreteniment Personal branding Digital influencer