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Abstract(s)
Esta dissertação destaca o papel dos influenciadores digitais de fitness no que diz respeito
às estratégias de produção de conteúdo de vídeos de treino no Instagram e no YouTube, com
o intuito de persuadir pessoas a começarem ou a continuarem a praticar exercício físico. A
revisão da literatura expõe os conceitos de Internet, world wide web e web 2.0 no contexto
do sistema de comunicação contemporâneo; média digitais e redes sociais; user-generated
content e produser; as plataformas Instagram e YouTube; o cenário do mobile; as
características do vídeo, juntamente com os conceitos da economia da atenção e microvídeos;
a revolução do fitness; e líderes de opinião, práticas de micro-celebridades e de selfbranding
para explicar a figura do influenciador digital. De forma a responder à pergunta da
pesquisa “quais são as estratégias de produção de vídeo utilizadas por influenciadores
digitais de fitness nas redes sociais para persuadir o público a começar ou a continuar a
praticar exercício físico?”, foram aplicados métodos qualitativos: entrevistas em
profundidade a influenciadores digitais de fitness Portugueses e Americanos, análise de
vídeos e análise de conteúdo categorial das entrevistas e dos vídeos selecionados. Ficou claro
que, enquanto elas são transversais tanto a Portugal como aos Estados Unidos da América,
foi possível distinguir várias estratégias diferentes, como o uso de micro-vídeos de
“demonstrações de exercícios”; “how-to/ tutoriais”; e “motivacionais”, com a prática de
exercícios físicos em ambientes de treino como o elo comum. Afinal, a melhor maneira de
fazer com que alguém comece ou continue a treinar é, de facto, demonstrando que tipo de
exercícios é que se pode fazer e como.
This dissertation highlights the role of fitness digital influencers, regarding the content production strategies of workout videos on Instagram and YouTube, in order to convince people to start or continue to work out. The theoretical framework introduces the notions of the Internet, world wide web and web 2.0 in the context of the contemporary communication system; digital and social media; user-generated content and the produser; the platforms Instagram and YouTube; the mobile landscape; the characteristics of video along with the concepts of attention economy and micro-videos; the fitness revolution; and opinion leaders, micro-celebrity and self-branding practices to explain the figure of the digital influencer. As a means of answering the research question “which are the video production strategies used by fitness digital influencers on social media in order to persuade their audience into starting or continuing to work out?”, qualitative methods were applied: in-depth interviews to Portuguese and American fitness digital influencers, videos’ analysis, and categorial content analysis of the interviews and selected videos. It became clear that, while they were transversal to both Portugal and the United States of America, it was possible to distinguish several different strategies, such as the use of “exercise demonstrations”; “how-to/ tutorials”; and “motivational” micro-videos, with the practice of physical exercise in workout environments as the common feature. After all, the best way to get someone to start or continue to work out is, indeed, by demonstrating what type of exercises they can do and how.
This dissertation highlights the role of fitness digital influencers, regarding the content production strategies of workout videos on Instagram and YouTube, in order to convince people to start or continue to work out. The theoretical framework introduces the notions of the Internet, world wide web and web 2.0 in the context of the contemporary communication system; digital and social media; user-generated content and the produser; the platforms Instagram and YouTube; the mobile landscape; the characteristics of video along with the concepts of attention economy and micro-videos; the fitness revolution; and opinion leaders, micro-celebrity and self-branding practices to explain the figure of the digital influencer. As a means of answering the research question “which are the video production strategies used by fitness digital influencers on social media in order to persuade their audience into starting or continuing to work out?”, qualitative methods were applied: in-depth interviews to Portuguese and American fitness digital influencers, videos’ analysis, and categorial content analysis of the interviews and selected videos. It became clear that, while they were transversal to both Portugal and the United States of America, it was possible to distinguish several different strategies, such as the use of “exercise demonstrations”; “how-to/ tutorials”; and “motivational” micro-videos, with the practice of physical exercise in workout environments as the common feature. After all, the best way to get someone to start or continue to work out is, indeed, by demonstrating what type of exercises they can do and how.
Description
Keywords
Influenciadores digitais Fitness Vídeo Redes sociais Instagram Digital influencers Social media YouTube