| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 258.84 KB | Adobe PDF | |||
| 177.43 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Esta investigação tem como objetivo fundamental caraterizar as tendências de consumo de jornais diários no mercado português e as suas implicações ao nível da competitividade na era digital. A introdução das inovações disruptivas, com especial incidência a partir do ano 2010, que marca o arranque do advento dos suportes digitais móveis on-line, em grande parte alicerçado ao grande crescimento dos smartphones, tem vindo a produzir novos padrões de consumo de media e interrogações relativas à sustentabilidade dos jornais.
A necessidade de compreensão deste fenómeno por parte desta indústria reveste-se de capital importância numa altura em que a mesma passa por momentos de indefinição. A evolução do mercado de jornais, nos últimos anos, não tem sido positiva, seja em termos de circulação ou de receitas publicitárias. Esta propensão pode ser associada à recessão económica mundial, mas também às mudanças de comportamento dos consumidores e ao desinvestimento por parte dos anunciantes.
Face às ameaças que pairam sobre os suportes convencionais quanto à possibilidade de serem substituídos por suportes digitais, importa refletir e produzir conhecimento sobre os desafios que se avizinham, bem como sobre as cadeias de valor e os modelos de negócio mais consentâneos com os usos e gratificações desejados tanto pelos leitores como pelos anunciantes.
This research has as its main objective the characterization of trends of consumption of daily newspapers in the Portuguese market and their implications on the level of competitiveness in the digital era. The introduction of disruptive innovations, largely based on the increased use of smartphones, has been producing new patterns of media consumption and doubts about the sustainability of newspapers. This is especially evident since the year 2010, which marked the advent of online digital mobile media. The full understanding of this phenomenon by the newspaper industry is of supreme importance at a time of uncertain sustainability. The evolution of the newspaper market in recent years has not been positive, either in terms of circulation or advertising revenue. This propensity may be associated with the global economic recession, but also with changes in consumer behavior and with decreased investment by advertisers. Due to the threats to conventional media and the possibility of being replaced by new digital media, it is important to reflect on and increase knowledge of the challenges ahead, as well as about value chains and business models that are more consistent with the desired uses and gratifications of readers and advertisers.
This research has as its main objective the characterization of trends of consumption of daily newspapers in the Portuguese market and their implications on the level of competitiveness in the digital era. The introduction of disruptive innovations, largely based on the increased use of smartphones, has been producing new patterns of media consumption and doubts about the sustainability of newspapers. This is especially evident since the year 2010, which marked the advent of online digital mobile media. The full understanding of this phenomenon by the newspaper industry is of supreme importance at a time of uncertain sustainability. The evolution of the newspaper market in recent years has not been positive, either in terms of circulation or advertising revenue. This propensity may be associated with the global economic recession, but also with changes in consumer behavior and with decreased investment by advertisers. Due to the threats to conventional media and the possibility of being replaced by new digital media, it is important to reflect on and increase knowledge of the challenges ahead, as well as about value chains and business models that are more consistent with the desired uses and gratifications of readers and advertisers.
Description
Dissertação de Mestrado em Comunicação Social
Keywords
Era digital Jornais Consumo Inovações disruptivas Modelo de negócio Usos e gratificações Digital age Newspapers Consumption Disruptive innovations Business model Uses and gratifications
Pedagogical Context
Citation
Publisher
Instituto Superior de Ciências Sociais e Políticas