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Como as marcas portuguesas podem usar o ciberativismo em sua estratégia de comunicação digital. O caso das marcas de bebidas e refrigerantes
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A Internet permitiu que as ações coletivas encontrassem amplitude, ajudando-os a crescer e obter apoios de comunidades locais e internacionais (Salter, 2003). Nesse cenário mais dinâmico, o receptor ganhou voz, através dessas medias as pessoas produzem e recriam suas identidades, transformando também a forma de fazer política e as formas de participação social. O ativismo social e as comunicações corporativas eram apresentados como incompatíveis, porém dentro dessa nova sociedade informacional esse cenário encontra-se em uma nova vertente de mudança. Os indivíduos socialmente conectados consomem produtos e serviços não só pela sua funcionalidade prática, mas também pelo que significam, fazendo deles consumidores politizados que esperam um posicionamento das marcas que consomem em relação as questões sociais (Levy 1959). Cada empresa deve avaliar os riscos de um posicionamento em favor de uma causa importante para o seu público ou o custo da neutralidade. Neste contexto surge a problemática desta dissertação, que é perceber como as marcas portuguesas estruturam o ciberativismo na sua estratégia de comunicação e entender quais foram as intenções, técnicas utilizadas, caminhos percorridos e por consequência compreender suas implicações diretas. Como resultado, pormenorizar essas estratégias para incorporar o ativismo de marca na comunicação digital, com objetivo de criarem conexão com seus públicos de interesse e ao mesmo tempo contribuírem com as demandas sociais no contexto português. Para alcançar o objetivo, a dissertação adota a metodologia de estudo de duas empresas portuguesas do setor de bebidas e refrigerante, a Sumol e a Super Bock, com foco na análise da comunicação digital entre janeiro de 2020 e janeiro de 2023. Os dados foram tratados qualitativamente e com a perspectiva da etnografia virtual. Os resultados alcançados da investigação mostram que as marcas podem exercer o papel de interveniente entre o que a sociedade necessita e sua solução, utilizando do ativismo de marca junto com outras ações do âmbito da responsabilidade social corporativa para assumir o papel de agentes da mudança social. O contexto português já apresenta marcas com posicionamento em temas sensíveis, o que falta é estruturar melhor a estratégia de ativismo de marca consoante os valores empresariais e dos consumidores.
The internet allowed collective actions to spread and gain support from local and international communities (Salter, 2003). In this more dynamic scenario, the recipient has been given a voice, and through these media, people produce and recreate their identities, also transforming the way of doing politics and the forms of social participation. Social activism and corporate communication have been portrayed as incompatible, but in the new society of information, this scenario is undergoing a new aspect of change. Socially networked individuals consume products and services not only for their practical functionality but also for what they mean, making them politicized consumers who expect a position from brands about social issues (Levy 1959). Each company should evaluate the risks associated with positioning itself in favor of a cause that is important to its audience, or assume the costs associated with taking a neutral stance. In the middle of this context, came the principal question for this dissertation, namely to identify how portuguese brands structure cyberactivism in their communication strategy, understand the intentions, techniques used, and paths traveled, and therefore understand their direct implications for the society. Leading to detail these strategies to incorporate brand activism into digital communication aiming to create a connection with their stakeholders, while contributing to the social demands in the Portuguese context. To achieve the goal, the dissertation adopts the study methodology in the case of two portuguese companies in the beverage and soda sector, Sumol and Super Bock focusing on the analysis of digital communications between January 2020 and January 2023. The data were treated qualitatively and from the perspective of virtual ethnography. The results of the research show that brands can play the role of mediator between the needs of society and their solution, using brand activism together with other actions in the framework of corporate social responsibility to assume the role of agents of social change. In the Portuguese context, there is already a distinctive positioning on sensitive issues; what is missing is a better structuring of the brand activism strategy depending on companies and consumers.
The internet allowed collective actions to spread and gain support from local and international communities (Salter, 2003). In this more dynamic scenario, the recipient has been given a voice, and through these media, people produce and recreate their identities, also transforming the way of doing politics and the forms of social participation. Social activism and corporate communication have been portrayed as incompatible, but in the new society of information, this scenario is undergoing a new aspect of change. Socially networked individuals consume products and services not only for their practical functionality but also for what they mean, making them politicized consumers who expect a position from brands about social issues (Levy 1959). Each company should evaluate the risks associated with positioning itself in favor of a cause that is important to its audience, or assume the costs associated with taking a neutral stance. In the middle of this context, came the principal question for this dissertation, namely to identify how portuguese brands structure cyberactivism in their communication strategy, understand the intentions, techniques used, and paths traveled, and therefore understand their direct implications for the society. Leading to detail these strategies to incorporate brand activism into digital communication aiming to create a connection with their stakeholders, while contributing to the social demands in the Portuguese context. To achieve the goal, the dissertation adopts the study methodology in the case of two portuguese companies in the beverage and soda sector, Sumol and Super Bock focusing on the analysis of digital communications between January 2020 and January 2023. The data were treated qualitatively and from the perspective of virtual ethnography. The results of the research show that brands can play the role of mediator between the needs of society and their solution, using brand activism together with other actions in the framework of corporate social responsibility to assume the role of agents of social change. In the Portuguese context, there is already a distinctive positioning on sensitive issues; what is missing is a better structuring of the brand activism strategy depending on companies and consumers.
Descrição
Palavras-chave
Ciberativismo Ativismo da marca Comunicação estratégica digital Tecnologias de comunicação Cyberactivism Digital strategic communication Brand activism Communication technologies