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Publicação
O Papel das Redes Sociais no Alcance de Públicos Jovens: O Caso do Porto Canal
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Atualmente, as redes sociais fazem parte das principais plataformas de distribuição de conteúdo no mundo jornalístico. O Instagram é um exemplo disso, pois não só cresceu exponencialmente, como permite uma interação direta com o seu público, especialmente a geração Z, que valoriza a proximidade que é proporcionada. Contudo, ainda são muitos os jornalistas que lutam para se adaptar a este novo paradigma, faltando-lhes estratégias bem definidas para captar a atenção dos jovens. É neste contexto que se insere a presente investigação, que tem como objetivo analisar de que forma o Porto Canal utiliza as redes sociais, em particular o Instagram, para alcançar públicos jovens. Perceber quais são as estratégias utilizadas para chegar a esta faixa etária, que caraterísticas editoriais podem ser observadas nas publicações com maior número de gostos e comentários, quais as estratégias utilizadas pela estação, o que é que este público valoriza nas redes sociais do Porto Canal e que relação existe entre as estratégias utilizadas pela emissora e as expectativas do público jovem foram as questões que guiaram esta investigação. Utilizou-se, nesse âmbito, uma metodologia mista que combinou uma análise de conteúdo das publicações partilhadas no Instagram do canal, durante um mês, um questionário aplicado a jovens seguidores do Porto Canal nessa plataforma e entrevistas semi-estruturadas a três dos responsáveis pelas redes sociais da estação. O estudo concluiu que a emissora contempla uma estratégia digital focada nos jovens, com foco na interação. No entanto, existem ainda oportunidades para melhorar essa relação e consolidar uma estratégia completamente estruturada para o Instagram.
Nowadays, social networks are among the main platforms for distributing content in the journalistic world. Instagram is an example of this, as it has not only grown exponentially, but also allows direct interaction with its audience, especially generation Z, who value the proximity it provides. However, many journalists are still struggling to adapt to this new paradigm and lack well-defined strategies for capturing the attention of young people. This is the context of this research, which aims to analyze how Porto Canal uses social networks, particularly Instagram, to reach young audiences. To understand what strategies are used to reach this age group, what editorial characteristics can be observed in the publications with the highest number of likes and comments, what strategies are used by the station, what does this audience value in Porto Canal's social networks and what relationship exists between the strategies used by the broadcaster and the expectations of young audiences, were the questions that guided this research. In this context, a mixed methodology was used, combining a content analysis of posts shared on the channel's Instagram for a month, a questionnaire applied to young Porto Canal followers on this platform and semi-structured interviews with three of the channel’s social media managers. The study concluded that the broadcaster has a digital strategy focused on young people, with a focus on interaction. However, there are still opportunities to improve this relationship and consolidate a fully structured strategy for Instagram.
Nowadays, social networks are among the main platforms for distributing content in the journalistic world. Instagram is an example of this, as it has not only grown exponentially, but also allows direct interaction with its audience, especially generation Z, who value the proximity it provides. However, many journalists are still struggling to adapt to this new paradigm and lack well-defined strategies for capturing the attention of young people. This is the context of this research, which aims to analyze how Porto Canal uses social networks, particularly Instagram, to reach young audiences. To understand what strategies are used to reach this age group, what editorial characteristics can be observed in the publications with the highest number of likes and comments, what strategies are used by the station, what does this audience value in Porto Canal's social networks and what relationship exists between the strategies used by the broadcaster and the expectations of young audiences, were the questions that guided this research. In this context, a mixed methodology was used, combining a content analysis of posts shared on the channel's Instagram for a month, a questionnaire applied to young Porto Canal followers on this platform and semi-structured interviews with three of the channel’s social media managers. The study concluded that the broadcaster has a digital strategy focused on young people, with a focus on interaction. However, there are still opportunities to improve this relationship and consolidate a fully structured strategy for Instagram.
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Jornalismo Jornalismo digital Redes sociais Instagram Jovens Journalism Digital journalism Social media Young people