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Publication
Comunicação na indústria livreira. Caso de estudo: plano de comunicação da obra “Variante Mythos – a morte veio ao Douro”
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| 2.08 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este projeto propõe apresentar um estudo sobre o desenvolvimento de um plano de comunicação para o lançamento e divulgação do livro “Variante Mythos: A Morte veio ao Douro”, de António Massena, pela Astrolábio Edições. O estudo teve em conta a evolução do livro tradicional para o formato e-book nos últimos anos e as suas implicações em todas as fases de produção de uma obra literária desde a sua criação até ao mercado livreiro.
Num mercado em expansão como o dos e-books torna-se, portanto, necessário contextualizar a obra em estudo no percurso desde a origem do livro físico ao e-book e a evolução da comunicação de ambos no mercado livreiro (informações presentes no capítulo I). No caso dos e-books, utiliza-se o mercado português como exemplo para explicar as tendências mundiais no assunto, refletidas no caso prático de um livro português que será editado em Portugal e distribuído também no Brasil em ambos os formatos.
No estudo de caso sobre o “Variante Mythos: A Morte veio ao Douro” comparou-se o livro físico ao e-book: as vantagens e desvantagens de cada qual. Observou-se também que a versatilidade dos dispositivos onde a leitura do e-book é possibilitada é a sua maior vantagem. O e-book apresenta elevada abrangência de mercado, especialmente os de nicho, aliada ao acesso ainda mais facilitado que a um livro impresso, com todas as vantagens que este formato ainda apresenta, como por exemplo o contacto físico.
Com base nessa comparação, foi elaborado um plano de comunicação para o lançamento e divulgação do “Variante Mythos” que se se pretende que seja dinâmico e adaptável às circunstâncias em que o mesmo chegará às livrarias e aos leitores. Ou seja, com conteúdos mais leves que equilibrem mensagens transversais aos formatos livro e e-book direcionadas aos leitores em língua portuguesa.
This project aims to study the development of a digital communication plan to launch and disseminate the book “Variante Mythos: A Morte veio ao Douro”, by António Massena, edited by Astrolábio Edições. A major innovation is the comparison of the evolution processes of traditional book and the e-book format in recent years and its implications in all stages of production of a literary work, from creation to the book market. In an expanding market such as e-books, we need to contextualize the work under study in the journey from the origin of the physical book to the e-book and the evolution of communication between both in the book market (information present in chapter I). In what concerns e-books, the Portuguese market is used as an example to explain global trends in the subject, reflected in the practical case of a Portuguese book that will be published in Portugal and also distributed in Brazil in both formats. In the case study on “Variant Mythos: A Morte veio ao Douro” the physical book was compared to the e-book: analysisng the advantages and disadvantages of each one. It was also observed that the versatility of the devices where e-book reading is possible is its’ biggest advantage. The e-book has a high market coverage, especially niche ones, combined with even easier access than a printed book, with all the advantages that this format still presents, such as physical contact. Based on this comparison, a communication plan was drawn up for the launch and dissemination of “Variante Mythos”. This is intended to be dynamic and adaptable to the circumstances in which it will reach bookstores and readers. In other words, with lighter contents that balance transversal messages and apply them to book and e-book formats, targeted at the Portuguese language readers.
This project aims to study the development of a digital communication plan to launch and disseminate the book “Variante Mythos: A Morte veio ao Douro”, by António Massena, edited by Astrolábio Edições. A major innovation is the comparison of the evolution processes of traditional book and the e-book format in recent years and its implications in all stages of production of a literary work, from creation to the book market. In an expanding market such as e-books, we need to contextualize the work under study in the journey from the origin of the physical book to the e-book and the evolution of communication between both in the book market (information present in chapter I). In what concerns e-books, the Portuguese market is used as an example to explain global trends in the subject, reflected in the practical case of a Portuguese book that will be published in Portugal and also distributed in Brazil in both formats. In the case study on “Variant Mythos: A Morte veio ao Douro” the physical book was compared to the e-book: analysisng the advantages and disadvantages of each one. It was also observed that the versatility of the devices where e-book reading is possible is its’ biggest advantage. The e-book has a high market coverage, especially niche ones, combined with even easier access than a printed book, with all the advantages that this format still presents, such as physical contact. Based on this comparison, a communication plan was drawn up for the launch and dissemination of “Variante Mythos”. This is intended to be dynamic and adaptable to the circumstances in which it will reach bookstores and readers. In other words, with lighter contents that balance transversal messages and apply them to book and e-book formats, targeted at the Portuguese language readers.
Description
Keywords
E-book Livro Variante Mythos Comunicação Lançamentos Communication Releases Book