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Publication
Os eventos enquanto estratégia de promoção turística do destino Brasil : uma análise de conteúdo à cobertura jornalística dos media portugueses a propósito do Mundial de Futebol FIFA
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Advisor(s)
Abstract(s)
A realização de um megaevento desportivo, como o Mundial de Futebol FIFA 2014, que se
realizou no Brasil, é um marco importante para qualquer Destino Turístico. Esta foi uma
oportunidade única de apresentar ao mundo a diversidade da oferta turística do país, a sua
cultura e múltiplas paisagens, colocando o destino em evidência nos media internacionais,
nomeadamente nos portugueses.
Perante este cenário, o Brasil procurou optimizar a sua visibilidade e reforçar o seu
posicionamento enquanto destino único, versátil, moderno e “sensacional”.
A investigação, com o foco no megaevento desportivo – Mundial FIFA 2014, permitiu
responder às questões colocadas na fase de definição dos objectivos: “Como é abordado o
destino “Brasil” nas notícias associadas ao megaevento FIFA 2014?” e “O que mudou no
tratamento jornalístico ao longo do tempo com a aproximação ao megaevento
desportivo?”.
Por via da Análise de Conteúdo, conseguiu-se mais um contributo para a temática da
Comunicação e dos Eventos, que permitiu perceber quais as informações divulgadas para
além do referencial “futebol”; quais os meios que deram maior destaque nos seus artigos
jornalísticos e, como é que o Brasil conseguiu consolidar a sua imagem no panorama
internacional.
Verificou-se que a imprensa portuguesa possui um discurso próprio associado ao
megaevento que por si só, tem a capacidade de promover o potencial turístico do Destino.
Por outro lado, esta investigação revelou que as notícias publicadas sobre o Mundial de
Futebol FIFA 2014 desempenharam um papel fundamental na forma como as pessoas
percepcionam o Destino. Constatou-se igualmente que outros eventos, como o Carnaval
no Rio de Janeiro, revelam uma forte componente noticiosa com características próprias
fortemente vincadas. Nesta óptica, tal realidade conduz à constatação dos fundamentos
básicos de “valor-notícia” tendo-se aferido que os factos que revelaram possuir maior
potencial noticioso apresentam uma correspondência directa com os critérios
“Frequência”, “Amplitude ou Impacte Social”, “Clareza”, “Consonância”, ”Continuidade”
e “Referência a pessoas de elite”.
Infere-se também que os media que apresentaram a temática em estudo como principal foco
(capa, títulos e/ou corpus da notícia) se mantiveram num constante aumento demonstrando
a relevância do tema na agenda mediática.
The perform of a sports mega event such as the FIFA World Cup 2014, wich took place in Brazil, it’s an important landmark for any Tourist Destination. This was an unique opportunity to show the world the diversity of the tourism in that country, it’s culture and multiple landscapes, featuring in evidence the destination in the international media, mainly in Portuguese ones. In this scenario, Brazil looked for an optimization of it's visibility, in a way to reinforce it's positioning as an unique, versatile, modern and “sensational” destination. The investigation, with a focus on sports event - FIFA World Cup 2014, allowed us to answer the questions raised at the stage of setting goals: “How is it approached the destiny Brazil in the news associated to FIFA 2014 mega event?” and “What changed in the journalistic treatment thru with the approach of the mega sport event?”. By Content Analysis, we manage to get another contribute to the theme Communication and Events, wich allowed us to understand wich informations disclosed beside the referential “football”, wich means gave the biggest stand out to it's journalistic articles and, how did Brazil manage to consolidate it's image amongst the international panorama. It was verified that the Portuguese press has a major event associated with that alone, has the ability to promote the tourism potential of Fate discourse itself. Moreover, this research revealed that the news published on the FIFA World Cup in 2014 played a fundamental role in how people perceive the destination. It was also found that other events such as Carnival in Rio de Janeiro, reveal a strong news component with heavily creased characteristics. From this perspective, this reality leads to the discovery of the basic fundamentals of "news-value" and it was measured that the facts revealed to possess greatest potential news correspond directly with the criteria “Frequency”, “Amplitude and Social Impact”, “Clarity”, “Consonance”, “Continuity” and “Reference to Elite People”. It is inferred that the media wich presented the world cup themes of FIFA 2014 with the most important news related, as cover, titles and development of the contend, kept in a steady increase, showing the relevance of the theme at the media agenda.
The perform of a sports mega event such as the FIFA World Cup 2014, wich took place in Brazil, it’s an important landmark for any Tourist Destination. This was an unique opportunity to show the world the diversity of the tourism in that country, it’s culture and multiple landscapes, featuring in evidence the destination in the international media, mainly in Portuguese ones. In this scenario, Brazil looked for an optimization of it's visibility, in a way to reinforce it's positioning as an unique, versatile, modern and “sensational” destination. The investigation, with a focus on sports event - FIFA World Cup 2014, allowed us to answer the questions raised at the stage of setting goals: “How is it approached the destiny Brazil in the news associated to FIFA 2014 mega event?” and “What changed in the journalistic treatment thru with the approach of the mega sport event?”. By Content Analysis, we manage to get another contribute to the theme Communication and Events, wich allowed us to understand wich informations disclosed beside the referential “football”, wich means gave the biggest stand out to it's journalistic articles and, how did Brazil manage to consolidate it's image amongst the international panorama. It was verified that the Portuguese press has a major event associated with that alone, has the ability to promote the tourism potential of Fate discourse itself. Moreover, this research revealed that the news published on the FIFA World Cup in 2014 played a fundamental role in how people perceive the destination. It was also found that other events such as Carnival in Rio de Janeiro, reveal a strong news component with heavily creased characteristics. From this perspective, this reality leads to the discovery of the basic fundamentals of "news-value" and it was measured that the facts revealed to possess greatest potential news correspond directly with the criteria “Frequency”, “Amplitude and Social Impact”, “Clarity”, “Consonance”, “Continuity” and “Reference to Elite People”. It is inferred that the media wich presented the world cup themes of FIFA 2014 with the most important news related, as cover, titles and development of the contend, kept in a steady increase, showing the relevance of the theme at the media agenda.
Description
Keywords
Destino Turístico Comunicação Megaeventos desportivos Mundial de Futebol FIFA 2014 Tourism Destination Communication Sports Events FIFA World Cup 2014