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Abstract(s)
Este trabalho se dedica a responder de forma qualitativa a seguinte questão: como o
relacionamento com comunidades tem transformado o jornalismo? Diante de uma
profunda crise de modelo e credibilidade, muitas organizações jornalísticas têm
recorrido ao público em busca de apoio direto ou indireto para manterem-se
sustentáveis. Nesse contexto, o relacionamento com comunidades passa a ser encarado
como fonte de valor para estas organizações, algo que tem impactos financeiros e
editoriais, alterando profundamente o dia a dia profissional dos jornalistas. Assim, por
meio de entrevistas e estudos de caso, buscamos oferecer um panorama abrangente
desse fenômeno ainda em estágio inicial, no intuito de, desde logo, compreendermos
quais são os desafios e possibilidades que ele apresenta. Além de sugestões para
investigações futuras, ao final, apresentamos conclusões que incluem a relevância do
jornalista como indivíduo na construção do relacionamento com o público, o potencial
agregador de uma marca capaz de atrair o consumidor de informação por meio da
promoção de valores mais amplos, e a tendência de organizações jornalísticas adotarem
cada vez mais modelos de negócio híbridos, com diversas fontes de receita que variam
de acordo com as características de cada projeto desenvolvido.
This work aims to answer in a qualitative manner the following question: how relationship with communities is transforming journalism? While facing a major financial and trust crisis, news organizations are increasingly turning to the public for direct or indirect support. In this scenario, engaging communities in a deeper way is seen as a source of value for those organizations, a shift that has financial and editorial consequences, also impacting journalists’ workflow in a daily basis. Trough interviews and case studies, we explored this new phenomenon to offer a comprehensive overview of the challenges and opportunities that it triggers. Alongside suggestions for future investigations, in the end, we present conclusions that include the fundamental role that journalists as individuals play in establishing relationships with the audience, the aggregating potential of news brands that are able to promote a broader set of values and the trend of news organizations developing increasingly hybrid business models, with multiple revenue streams that vary according to specific projects.
This work aims to answer in a qualitative manner the following question: how relationship with communities is transforming journalism? While facing a major financial and trust crisis, news organizations are increasingly turning to the public for direct or indirect support. In this scenario, engaging communities in a deeper way is seen as a source of value for those organizations, a shift that has financial and editorial consequences, also impacting journalists’ workflow in a daily basis. Trough interviews and case studies, we explored this new phenomenon to offer a comprehensive overview of the challenges and opportunities that it triggers. Alongside suggestions for future investigations, in the end, we present conclusions that include the fundamental role that journalists as individuals play in establishing relationships with the audience, the aggregating potential of news brands that are able to promote a broader set of values and the trend of news organizations developing increasingly hybrid business models, with multiple revenue streams that vary according to specific projects.