A carregar...
Publicação
O apelo dos podcasts de humor : uma perspetiva de usos e gratificações
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 931.12 KB | Adobe PDF |
Orientador(es)
Resumo(s)
Os podcasts estão a atingir recordes de popularidade e o humor é uma das categorias mais procuradas entre os ouvintes. No entanto, estudos sobre podcasts de humor são escassos. Este estudo tem como objetivo investigar que usos e gratificações os ouvintes de podcasts de humor retiram deste meio e compará-las com as gratificações obtidas de podcasts em geral. É usada uma abordagem qualitativa, interpretativista, com recurso a entrevistas semi- estruturadas, em profundidade. Foram entrevistados vinte e dois indivíduos que têm por hábito ouvir podcasts de humor. Os resultados demonstram que apesar das gratificações associadas aos podcasts de humor estarem presentes nos podcasts em geral, existem novas gratificações que emergem do humor. Por exemplo, e ao contrário dos podcasts em geral, os podcasts de humor permitem desenvolver soft skills de uma forma que os podcasts em geral não permitem. Além disso, o podcaster é considerado mais autêntico do que outros podcasters de podcasts genéricos. Estes resultados trazem novos insights ao conhecimento existente sobre podcasts ao introduzir novas gratificações e novas perfectivas relativamente aos podcasters. Esta investigação é útil a empresas cuja área de negócio sejam os podcasts, a empresas que usem os podcasts como canal de comunicação e a anunciantes, ao permitir esclarecer que gratificações são procuradas pelos ouvintes de podcasts de humor.
Podcasts are reaching record numbers and humor is one of the most popular categories among listeners. However, studies on humor podcasts are scarce. This study aims to investigate what uses and gratifications humor podcast listeners derive from this media and compare them to the gratifications obtained from podcasts in general. This research was based on a qualitative, interpretivist approach, using semi-structured, in-depth interviews. Twenty-two individuals who habitually listen to humor podcasts were interviewed. The results show that although the gratifications associated with humor podcasts are present in podcasts in general, new gratifications emerge from humor. For example, and unlike podcasts in general, humor podcasts allow for the development of soft skills in a way that podcasts, in general, do not. In addition, the podcaster is considered more authentic than generic podcasters. These results bring new insights to existing knowledge about podcasts by introducing new rewards and new perfectives regarding podcasters. This research is useful to companies that work with podcasts, to companies using podcasts as a communication channel, and to advertisers by providing insight into what gratifications are sought by listeners of humor podcasts.
Podcasts are reaching record numbers and humor is one of the most popular categories among listeners. However, studies on humor podcasts are scarce. This study aims to investigate what uses and gratifications humor podcast listeners derive from this media and compare them to the gratifications obtained from podcasts in general. This research was based on a qualitative, interpretivist approach, using semi-structured, in-depth interviews. Twenty-two individuals who habitually listen to humor podcasts were interviewed. The results show that although the gratifications associated with humor podcasts are present in podcasts in general, new gratifications emerge from humor. For example, and unlike podcasts in general, humor podcasts allow for the development of soft skills in a way that podcasts, in general, do not. In addition, the podcaster is considered more authentic than generic podcasters. These results bring new insights to existing knowledge about podcasts by introducing new rewards and new perfectives regarding podcasters. This research is useful to companies that work with podcasts, to companies using podcasts as a communication channel, and to advertisers by providing insight into what gratifications are sought by listeners of humor podcasts.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
podcasts podcasts de humor humor motivação teoria dos usos e gratificações humor podcasts motivations uses and gratifications theory
Contexto Educativo
Citação
Cerqueira, Sara Carolina Carneiro de Sá (2021). "O apelo dos podcasts de humor : uma perspetiva de usos e gratificações". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão