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Authors
Advisor(s)
Abstract(s)
As pessoas antes estavam ligadas à Internet, agora estão ligadas umas às outras em sites de redes
sociais. Enquanto isso, os modelos tradicionais de comunicação começam a esgotar-se. As
plataformas digitais impõem-se como o meio mais global de comunicação, onde todas as
empresas lutam por visibilidade aos olhos dos potenciais clientes, gerando conteúdos em vários
formatos e com diferentes mensagens.
Este estudo de caso debruçou-se sobre a cultura do audiovisual e na utilização das redes sociais
para promoção de séries televisivas e filmes, chegando estes a quantidades antes inimagináveis
de espectadores e faturando centenas ou milhares de milhões de dólares. Existem alguns estudos
prévios sobre e-Word-of-Mouth e sobre a previsibilidade de resultados de bilheteira, mas muito
pouca informação sobre a real presença dos filmes nas redes sociais.
Os resultados do estudo mostram que entre os filmes internacionais a presença online com um
website, com uma página Facebook e uma conta no Twitter é praticamente total, estando o
Instagram a ter um crescimento interessante nos últimos três anos. Em Portugal apenas o
Facebook é importante, sendo os websites e o Twitter mais raros.
Nas entrevistas feitas a gestores de redes sociais de filmes confirmou-se a importância do
planeamento, do envolvimento dos seguidores, da publicação de conteúdos vídeo, de começar
muito cedo e prolongar ao máximo a exposição do título ao público potencial. Pela amostra
inquirida, o momento de adesão às páginas de filmes é anterior à estreia, mas com produtos
televisivos é próximo ou posterior à estreia, havendo por isso margem para melhorar.
People used to be connected online. Nowadays they are connected to each other through social networking sites. Meanwhile, the traditional models of communication are becoming exhausted. Digital platforms imposed themselves as the true global media, where all companies fight for visibility to the eyes of potential customers, generating content in several formats and with different messages. This study addressed the audio-visual culture and how television shows and films resort social networking sites for promotion, reaching a never imagined number of people and profiting hundreds of millions or billions of dollars. There are some previous studies about e-Word-of- Mouth and sales predictions, but very few information on the real presence of films and television shows on social media. This study show that among foreign films there is an almost total online presence, either with a website, a Facebook page or a Twitter account, with Instagram growing to interesting numbers in the last three years. In Portugal only Facebook is really important, with some website and Twitter use. The interviews have confirmed the importance of planning, of followers’ engagmeent, of video content, of having an early start and of extending to the maximum the exposure of the title to potential audiences. The inquired sample adhered to the film community before the premiere, but with television products that date is very close or after the premiere, therefore there is space for improvement.
People used to be connected online. Nowadays they are connected to each other through social networking sites. Meanwhile, the traditional models of communication are becoming exhausted. Digital platforms imposed themselves as the true global media, where all companies fight for visibility to the eyes of potential customers, generating content in several formats and with different messages. This study addressed the audio-visual culture and how television shows and films resort social networking sites for promotion, reaching a never imagined number of people and profiting hundreds of millions or billions of dollars. There are some previous studies about e-Word-of- Mouth and sales predictions, but very few information on the real presence of films and television shows on social media. This study show that among foreign films there is an almost total online presence, either with a website, a Facebook page or a Twitter account, with Instagram growing to interesting numbers in the last three years. In Portugal only Facebook is really important, with some website and Twitter use. The interviews have confirmed the importance of planning, of followers’ engagmeent, of video content, of having an early start and of extending to the maximum the exposure of the title to potential audiences. The inquired sample adhered to the film community before the premiere, but with television products that date is very close or after the premiere, therefore there is space for improvement.
Description
Versão final (Esta versão contém as críticas e sugestões dos elementos do júri)
Keywords
Cinema Televisão Gestão de redes sociais Television Social network management