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O presente relatório de estágio pretende conjugar a experiência prática de quatro meses no departamento audiovisual da empresa CN Sports e o objetivo de investigar quais as motivações que influenciam o telespectador de um programa televisivo de conteúdos desportivos a envolver-se nas redes sociais digitais do mesmo, particularmente a análise ao programa televisivo Golf & Golfistas.
Numa primeira fase foram selecionados trabalhos de cunho bibliográfico que resultaram no enquadramento teórico. A estratégia metodológica passou pela análise de conteúdo do Facebook e do Instagram da CN Sports, por uma entrevista exploratória ao responsável pelas redes sociais digitais em evidência e, entrevistas semiestruturadas a 9 telespectadores e seguidores das páginas de redes sociais digitais correspondentes ao programa televisivo. Estes últimos dados foram analisados através de uma análise temática.
Os resultados identificam 17 motivações: relação próxima com o golfe, informação, conveniência, exposição congruente com o conteúdo, conteúdo, formato, frequência, horário, gamification, conexão interpessoal, aprendizagem, entretenimento, orgulho, humor, qualidade, integração e interação social, e, estima.
Este estudo torna-se, teoricamente, importante pela escassez de estudos relativamente ao engagement em redes sociais digitais especificamente de golfe, e, num sentido prático dirigem-se a responsáveis por redes sociais digitais de um setor desportivo, a fim de ajudar a melhorar a perceção de quem procura alcançar este nicho, inclusive, a empresa em estudo.
The present internship report aims to combine to practical experience of four months in the audiovisual department of the CN Sports company and its objective of investigating what motivates the viewer of a television program of sports content to engage in its digital social networks, particularly the analysis of a television program Golf & Golfistas. In the first phase, bibliographical works were selected which resulted in the theoretical framework. The methodological strategy involved content analysis of CN Sports’ Facebook and Instagram, an exploratory interview with the person responsible for the digital social networks in evidence and semi-structured interviews with nine viewers and followers of digital social networks pages corresponding to television program. The later data was analyzed true thematic analysis. The results identify 17 motivations: close relationship with golf, information, convenience, congruent exposure with a content, content, format, frequency, schedule, gamification, interpersonal connection, learning, entertainment, pride, humor, quality, integration and social interaction, esteem. The study becomes theoretically important due to the scarcity of studies regarding engagement digital social networks specifically for golf, and, in a practical sense, it is aimed to those responsible for digital social networks in sports sector, in order to help improve the perception of those who seek to reach this niche, including the company under study.
The present internship report aims to combine to practical experience of four months in the audiovisual department of the CN Sports company and its objective of investigating what motivates the viewer of a television program of sports content to engage in its digital social networks, particularly the analysis of a television program Golf & Golfistas. In the first phase, bibliographical works were selected which resulted in the theoretical framework. The methodological strategy involved content analysis of CN Sports’ Facebook and Instagram, an exploratory interview with the person responsible for the digital social networks in evidence and semi-structured interviews with nine viewers and followers of digital social networks pages corresponding to television program. The later data was analyzed true thematic analysis. The results identify 17 motivations: close relationship with golf, information, convenience, congruent exposure with a content, content, format, frequency, schedule, gamification, interpersonal connection, learning, entertainment, pride, humor, quality, integration and social interaction, esteem. The study becomes theoretically important due to the scarcity of studies regarding engagement digital social networks specifically for golf, and, in a practical sense, it is aimed to those responsible for digital social networks in sports sector, in order to help improve the perception of those who seek to reach this niche, including the company under study.
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Engagement Motivações Televisão Redes sociais Crossmedia Motivations Television Social media