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Publication
Práticas digitais da igreja Atitude Porto - estudo de caso
| Name: | Description: | Size: | Format: | |
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| 2.98 MB | Adobe PDF |
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Abstract(s)
A crescente digitalização das interações sociais tem impulsionado mudanças
significativas nas práticas comunicacionais de diversas instituições, incluindo as de
natureza religiosa. Neste contexto, as redes sociais, em particular o Instagram, assumem
um papel central na construção de vínculos comunitários, na difusão de mensagens e na
consolidação da identidade institucional. Contudo, a adesão intensiva a estas plataformas
digitais levanta problemas pertinentes, como a superficialidade das interações, a
autenticidade das mensagens religiosas e os desafios decorrentes desses conteúdos. Face
a este contexto, o presente estudo teve como objetivo analisar a presença digital da Igreja
Atitude Porto no Instagram, com foco na frequência, tipologia e natureza das suas
publicações, bem como no impacto destas sobre o crescimento da audiência e o
envolvimento do público.
A investigação foi conduzida com base num estudo de caso de carácter qualitativo,
recorrendo-se a uma observação não participativa e sistemática das publicações realizadas
entre 9 e 31 de março de 2025. A análise de conteúdo foi complementada com a utilização
da ferramenta Not Just Analytics, permitindo monitorizar métricas de desempenho, tais
como visualizações, gostos, comentários e número de seguidores.
Os resultados evidenciam que práticas de comunicação visualmente apelativas,
diversificadas e alinhadas com a identidade da marca contribuem significativamente para
o aumento do envolvimento digital e da base de seguidores. Publicações com conteúdo
emocional, coerência estética e formato audiovisual revelaram maior eficácia na captação
da atenção e interação da audiência. Conclui-se, portanto, que o Instagram, quando
utilizado estrategicamente, constitui uma ferramenta eficiente e eficaz na expansão da
missão religiosa, na consolidação da presença digital e na promoção do sentimento de
pertença numa comunidade de fé em ambiente online.
The increasing digitalization of social interactions has driven significant changes in the communication practices of various institutions, including those of a religious nature. In this context, social networks, particularly Instagram, play a central role in building community ties, disseminating messages, and consolidating institutional identity. However, the intensive adoption of these digital platforms raises relevant issues, such as the superficiality of interactions, the authenticity of religious messages, and the challenges arising from content. Considering this context, the present study aimed to analyse the digital presence of Atitude Church of Porto on Instagram, focusing on the frequency, typology, and nature of its posts, as well as the impact of these on audience growth and public engagement. The investigation was conducted based on a qualitative case study, making use of nonparticipatory and systematic observation of the publications made between March 9 and March 31, 2025. The content analysis was complemented using the Not Just Analytics tool, allowing the monitoring of performance metrics such as views, likes, comments, and number of followers. The results show that visually appealing, diverse communication practices aligned with brand identity significantly contribute to increased digital engagement and follower base. Posts with emotional content, aesthetic coherence, and audiovisual format revealed greater effectiveness in capturing attention and audience interaction. It is concluded, therefore, that Instagram, when used strategically, constitutes an efficient and effective tool in expanding religious mission, consolidating digital presence, and promoting a sense of belonging in an online faith community.
The increasing digitalization of social interactions has driven significant changes in the communication practices of various institutions, including those of a religious nature. In this context, social networks, particularly Instagram, play a central role in building community ties, disseminating messages, and consolidating institutional identity. However, the intensive adoption of these digital platforms raises relevant issues, such as the superficiality of interactions, the authenticity of religious messages, and the challenges arising from content. Considering this context, the present study aimed to analyse the digital presence of Atitude Church of Porto on Instagram, focusing on the frequency, typology, and nature of its posts, as well as the impact of these on audience growth and public engagement. The investigation was conducted based on a qualitative case study, making use of nonparticipatory and systematic observation of the publications made between March 9 and March 31, 2025. The content analysis was complemented using the Not Just Analytics tool, allowing the monitoring of performance metrics such as views, likes, comments, and number of followers. The results show that visually appealing, diverse communication practices aligned with brand identity significantly contribute to increased digital engagement and follower base. Posts with emotional content, aesthetic coherence, and audiovisual format revealed greater effectiveness in capturing attention and audience interaction. It is concluded, therefore, that Instagram, when used strategically, constitutes an efficient and effective tool in expanding religious mission, consolidating digital presence, and promoting a sense of belonging in an online faith community.
Description
Keywords
Comunicação digital Instagram Práticas religiosas Envolvimento Crescimento de audiência Digital communication Religious practices Engagement Audience growth