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Authors
Abstract(s)
A internet impactou no comportamento da sociedade, desde a forma como comunicamos
à forma como acedemos a conteúdo. A indústria musical não passou ao lado da
transformação digital, sendo a presença de entidades culturais nas plataformas digitais
essencial na atualidade. O aumento da presença de marcas e entidades nas redes sociais
leva à necessidade de compreender e caraterizar as suas estratégias e engagement com o
público. A Cuca Monga Discos, uma editora musical portuguesa, é objeto de análise para
investigar a sua presença nas redes sociais Instagram, TikTok e Youtube entre 2019 e
2022. São objetivos desta investigação saber se a editora se encontra presente nas redes
sociais Instagram, TikTok e Youtube e que tipo de conteúdo publicou nesse período.
Pretende-se igualmente perceber a que funcionalidades interativas recorre para
disseminar o conteúdo e apontar possíveis ações para melhorar a sua presença e a
interação nas redes sociais em estudo. Esta é uma investigação exploratória e descritiva,
com recurso à Altmetria, baseada em indicadores tais como a audiência, o número de
interações ou de publicações, ou o tipo de conteúdo publicado. O Instagram destaca-se
como a rede mais ativa, com um crescimento constante e conteúdo variado. O YouTube
também mostra crescimento, com vídeos de diferentes durações. Adotado em 2022, a
utilização do TikTok alinha-se com o formato curto da plataforma. Relativamente ao
engagement, o TikTok lidera, atingindo taxas elevadas. O Instagram apresenta taxas mais
baixas, sugerindo menos interação ativa. O YouTube posiciona-se no meio, com sólidos
likes e comentários, mas com variações significativas. A Cuca Monga Discos tem
potencial para melhorias nas três plataformas, incentivando ativamente interações,
mantendo uma programação consistente e explorando outras funcionalidades. Os
resultados demonstram a necessidade de aprofundar o relacionamento com a audiência,
pois a adaptação com base no feedback do público é crucial na indústria cultural.
The internet has had an impact on society's behaviour, from the way we communicate to the way we access content. The music industry has not been left out of the digital transformation, and the presence of cultural organisations on digital platforms is essential today. The increased presence of brands and organisations on social media leads to the need to understand and characterise their strategies and engagement with the public. Cuca Monga Discos, a Portuguese music label, is being analysed to investigate its presence on the social networks Instagram, TikTok and Youtube between 2019 and 2022. The aims of this research are to find out whether the label is present on the social networks Instagram, TikTok and Youtube and what kind of content it has published during this period. It also aims to understand what interactive features it uses to disseminate content and to point out possible actions to improve its presence and interaction on the social networks under study. This is an exploratory and descriptive investigation, using Altmetrics, based on indicators such as audience, the number of interactions or publications, or the type of content published. Instagram stands out as the most active network, with constant growth and diverse content. YouTube is also showing growth, with videos of different lengths. Adopted in 2022, the use of TikTok is in line with the platform's short format. In terms of engagement, TikTok leads the way, achieving high rates. Instagram has lower rates, suggesting less active interaction. YouTube is in the middle, with solid likes and comments, but with significant variations. Cuca Monga Discos has potential for improvement on all three platforms, actively encouraging interactions, maintaining a consistent programme and exploring other features. The results demonstrate the need to deepen the relationship with the audience, because adapting based on audience feedback is crucial in the cultural industry.
The internet has had an impact on society's behaviour, from the way we communicate to the way we access content. The music industry has not been left out of the digital transformation, and the presence of cultural organisations on digital platforms is essential today. The increased presence of brands and organisations on social media leads to the need to understand and characterise their strategies and engagement with the public. Cuca Monga Discos, a Portuguese music label, is being analysed to investigate its presence on the social networks Instagram, TikTok and Youtube between 2019 and 2022. The aims of this research are to find out whether the label is present on the social networks Instagram, TikTok and Youtube and what kind of content it has published during this period. It also aims to understand what interactive features it uses to disseminate content and to point out possible actions to improve its presence and interaction on the social networks under study. This is an exploratory and descriptive investigation, using Altmetrics, based on indicators such as audience, the number of interactions or publications, or the type of content published. Instagram stands out as the most active network, with constant growth and diverse content. YouTube is also showing growth, with videos of different lengths. Adopted in 2022, the use of TikTok is in line with the platform's short format. In terms of engagement, TikTok leads the way, achieving high rates. Instagram has lower rates, suggesting less active interaction. YouTube is in the middle, with solid likes and comments, but with significant variations. Cuca Monga Discos has potential for improvement on all three platforms, actively encouraging interactions, maintaining a consistent programme and exploring other features. The results demonstrate the need to deepen the relationship with the audience, because adapting based on audience feedback is crucial in the cultural industry.
Description
Keywords
Redes sociais Cuca Monga discos Altmetria Presença online Social media Altmetrics Online presence