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Advisor(s)
Abstract(s)
A rádio está a atravessar profundas alterações na forma como é produzida e consumida.
Estas mudanças são consequências da convergência e da desregulamentação que, em
conjunto, proporcionam um aumento da pressão concorrencial entre rádios. Neste
contexto, o marketing passou a orientar as estratégias de programação das rádios
(Cordeiro, 2007). Simultaneamente, a Web 2.0 proporcionou um crescimento gigantesco
do uso dos meios sociais, em particular do Facebook, que tem levado as marcas em geral,
e as rádios em particular, a aglomerar o maior número de fãs possível, com o objetivo de
criar comunidades de marca. A partir das características e dos tipos de práticas sociais
nas comunidades de marca (Muniz & O’Guinn, 2001; Schau et al., 2009), investigaram-se
páginas de Facebook de estações de rádio, recorrendo à análise de conteúdo. Os dados
levaram a concluir que, no caso das rádios, o Facebook é um canal de comunicação entre
o meio e uma audiência, que se comporta como tal, sem traços de comunidade de marca.
Para contraste, inclui-se um estudo sobre a plataforma de meios sociais 9gag onde se
identificam caraterísticas e práticas de comunidade de marca.
Radio is going through profound changes in the way it is produced and consumed. These changes are consequences of convergence and deregulation which, together, provide an increase in competitive pressure between radios. In this context, marketing and brand passed to orient the radio programming strategies (Cordeiro, 2007). At the same time, Web 2.0 has provided a huge growth in the use of social media, particularly Facebook, which has led brands in general, and radio in particular, to agglomerate the largest possible number of fans on social media, with the goal of creating brand communities. From the characteristics and types of social practices in brand communities (Muniz & O'Guinn., 2001; Schau et al, 2009), we investigated radio stations Facebook pages, using content analysis. The data led to the conclusion that, in the case of radio, Facebook is a communication channel between the medium and an audience, which behaves as such, with no traces of brand community. A study on social media platform 9gag content was done to illustrate how a brand community behaves.
Radio is going through profound changes in the way it is produced and consumed. These changes are consequences of convergence and deregulation which, together, provide an increase in competitive pressure between radios. In this context, marketing and brand passed to orient the radio programming strategies (Cordeiro, 2007). At the same time, Web 2.0 has provided a huge growth in the use of social media, particularly Facebook, which has led brands in general, and radio in particular, to agglomerate the largest possible number of fans on social media, with the goal of creating brand communities. From the characteristics and types of social practices in brand communities (Muniz & O'Guinn., 2001; Schau et al, 2009), we investigated radio stations Facebook pages, using content analysis. The data led to the conclusion that, in the case of radio, Facebook is a communication channel between the medium and an audience, which behaves as such, with no traces of brand community. A study on social media platform 9gag content was done to illustrate how a brand community behaves.
Description
Tese de Doutoramento em Ciências Sociais na especialidade de Ciências da Comunicação
Keywords
Rádio Radiomorfose Marca Comunidade de marca Meios sociais Facebook Radio Radiomorfosis Brand Brand community Social media Facebook
Pedagogical Context
Citation
Publisher
Instituto Superior de Ciências Sociais e Políticas