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Advisor(s)
Abstract(s)
O objetivo do presente relatório de estágio é identificar se a rede social Instagram leva a que mais pessoas visionem o Reality Show Big Brother, através da estação televisiva Tvi. A intenção é compreender se existe uma relação direta entre a televisão e o Instagram e vice-versa ou se são apenas doismeios distintos com públicos também eles distintos. A pesquisa realizada baseia-a em dois capítulos, em que um aborda o marketing, a comunicação e a sua potencialidade enquanto criador de envolvimento e o outro trata a televisão e o seu processo de mudança, incluindo a evolução dos Reality Shows, mais
especificamente o Big Brother. A metodologia proposta foi quantitativa e qualitativa, mais concretamente inquéritos por questionário a um grupo diverso e entrevistas a duas pessoas que estão diretamente ligadas ao programa.
Dessa forma, no decorrer do presente Relatório de estágio, cruzamos e analisamos o conceito de marketing digital, de marketing de conteúdos, do Instagram e do entretenimento televisivo como suporte de sucesso para a criação de envolvimento do Reality Show Big Brother. Este projeto, permitiu salientar a importância da presença das redes sociais digitais nas suas estratégias de comunicação, sendo o objetivo alcançar o maior número de jovens e jovens adultos, despertando curiosidade e interesse pelo programa de entretenimento. Conclui-se, ainda que o Instagram tem vindo a tornar-se uma importante ferramenta de comunicação, porém não tão poderosa ao ponto de conseguir que os jovens vejam o programa na íntegra, mas apenas os episódios mais impactantes e polémicos.
The aim of this internship report is to identify whether the social network Instagram leads to more people watching the reality TV show Big Brother on Tvi. The aim is to understand whether there is a direct relationship between television and Instagram and vice versa, or whether they are just two different media with different audiences. The research is based on two chapters, one of which deals with marketing, communication, and its potential as a creator of involvement, and the other with television and its process of change, including the evolution of reality shows, specifically Big Brother. The methodology proposed was quantitative and qualitative, specifically questionnaire surveys of a diverse group and interviews with two people who are directly linked to the programme. In this way, during this internship report, we cross-referenced and analysed the concepts of digital marketing, content marketing, Instagram and television entertainment as successful support for the creation of the Big Brother reality show. This project highlighted the importance of the presence of digital social networks in its communication strategies, with the aim of reaching the largest number of young people and young adults, arousing curiosity and interest in the entertainment programme. We also concluded that Instagram has become an important communication tool, but not so powerful as to get young people to watch the programme in its entirety, but only the most impactful and controversial episodes.
The aim of this internship report is to identify whether the social network Instagram leads to more people watching the reality TV show Big Brother on Tvi. The aim is to understand whether there is a direct relationship between television and Instagram and vice versa, or whether they are just two different media with different audiences. The research is based on two chapters, one of which deals with marketing, communication, and its potential as a creator of involvement, and the other with television and its process of change, including the evolution of reality shows, specifically Big Brother. The methodology proposed was quantitative and qualitative, specifically questionnaire surveys of a diverse group and interviews with two people who are directly linked to the programme. In this way, during this internship report, we cross-referenced and analysed the concepts of digital marketing, content marketing, Instagram and television entertainment as successful support for the creation of the Big Brother reality show. This project highlighted the importance of the presence of digital social networks in its communication strategies, with the aim of reaching the largest number of young people and young adults, arousing curiosity and interest in the entertainment programme. We also concluded that Instagram has become an important communication tool, but not so powerful as to get young people to watch the programme in its entirety, but only the most impactful and controversial episodes.
Description
Keywords
Marketing de conteúdos Instagram Big Brother Comunicação digital Televisão Content marketing Digital communication Television