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Publication
A comunicação digital como motor dos festivais de música em Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.42 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Após estudar a visão de alguns autores, foi possível concluir que a comunicação digital e a utlização de canais digitais é uma crescente inegável. Tendo, desde há vários anos, desempenhado um papel de grande importância na vida quotidiana e, neste caso específico, na divulgação de empresas, negócios e eventos, a comunicação tem evoluido ao longo dos anos. Os canais de comunicação mais utilizados passaram a ser os digitais e a comunicação adaptou-se ao ambiente on-line.
Já no que toca aos festivais de música, estes são cada vez mais (em número) e cada vez mais importantes (em relevância). Existem inúmeros festivais que são marcos anuais nas cidades em que se desenvolvem e, inclusive, no país. Alavancam consigo mediatismo, marcas e, alguns deles, milhares de pessoas.
Assim surge a ligação entre estes dois tópicos e o estudo aprofundado dos mesmos. O objetivo deste estudo é, assim, perceber se a comunicação digital consegue influenciar os festivaleiros a frequentar festivais de música em Portugal como um motor dos mesmos.
Tendo por base um estudo descritivo, de natureza quantitativa, seguindo um modelo hipotético dedutivo, por meio de um inquérito por questionário a uma amostra de 233 inquiridos (189 com respostas válidas) aprofundou-se, assim, o estudo com o tema “A comunicação digital como motor dos festivais de música em Portugal”. Os resultados deste estudo demonstram, desta forma, se as conclusões retiradas da revisão da literatura se confirmam e de que forma.
After studying the perspectives of various authors, it was possible to conclude that digital communication and the use of digital channels are undeniably on the rise. For many years, these channels have played a significant role in everyday life and, in this specific case, in the promotion of companies, businesses, and events. Communication has evolved over the years, with digital channels becoming the most commonly used and adapting to the online environment. Regarding music festivals, they have been increasing in both number and relevance. Many festivals have become annual highlights in the cities where they are held, and even across the country. They bring with them media attention, brands, and, in some cases, thousands of attendees. This is where the connection between these two topics and the in-depth study of both comes into play. The objective of this study was to understand if digital communication can influence festival-goers to attend music festivals in Portugal, effectively acting as a driving force for them. Based on a descriptive, quantitative study, following a hypothetical-deductive model through a questionnaire survey of a sample of 233 respondents (189 valid responses), this study delves into the theme "Digital Communication as a Driving Force for Music Festivals in Portugal." The results of this study thus demonstrate whether the conclusions drawn from the literature review hold true, and if so, in what ways.
After studying the perspectives of various authors, it was possible to conclude that digital communication and the use of digital channels are undeniably on the rise. For many years, these channels have played a significant role in everyday life and, in this specific case, in the promotion of companies, businesses, and events. Communication has evolved over the years, with digital channels becoming the most commonly used and adapting to the online environment. Regarding music festivals, they have been increasing in both number and relevance. Many festivals have become annual highlights in the cities where they are held, and even across the country. They bring with them media attention, brands, and, in some cases, thousands of attendees. This is where the connection between these two topics and the in-depth study of both comes into play. The objective of this study was to understand if digital communication can influence festival-goers to attend music festivals in Portugal, effectively acting as a driving force for them. Based on a descriptive, quantitative study, following a hypothetical-deductive model through a questionnaire survey of a sample of 233 respondents (189 valid responses), this study delves into the theme "Digital Communication as a Driving Force for Music Festivals in Portugal." The results of this study thus demonstrate whether the conclusions drawn from the literature review hold true, and if so, in what ways.
Description
Keywords
Comunicação Comunicação digital Festivais Festivais de música Communication Digital communication Festivals Music festivals