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Publication
A comunidade de fãs da página de Facebook "Mais Fado": uma análise netnográfica
| Name: | Description: | Size: | Format: | |
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| 1.43 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O surgimento das plataformas digitais e online, especialmente as redes sociais, vieram-se estabelecer como novos canais de comunicação poderosos, influenciando comportamentos e costumes, principalmente tradições datadas com quase 200 anos de história, como é o caso do fado – género poético e musical tipicamente português, que faz parte do nosso folclore, eleito Património Imaterial da Humanidade pela UNESCO, em 2011. Neste sentido, constitui-se como uma intriga de investigação o estudo das características inerentes à comunidade online fã de fado em Portugal. Este estudo pretende estudar a comunidade portuguesa dos fãs da página de Facebook “Mais Fado”: na perspetiva da própria página analisando a estratégia de social media da mesma, implementada e gerida pelo seu administrador; na perspetiva do fã, definindo o seu perfil sociodemográfico; e, finalmente, observando o conteúdo escrito pelos mesmos, nos comentários realizados à página em estudo, através de uma análise de conteúdo. Para realizar esta investigação, a metodologia adotada foi de natureza qualitativa, tendo sido realizada uma análise temática de conteúdo à página de Facebook “Mais Fado”. Foi assim possível apurar nos resultados que as palavras mais relevantes deste estudo foram “fado” “voz” e “lindo”, sendo que os sentimentos inerentes ao corpus analisado foram a saudade e orgulho. Além disto, caracterizou-se o fã da página “Mais Fado” quanto à sua idade, sexo, residência e nacionalidade.
The emergence of digital and online platforms, especially social networks, has established themselves as powerful new channels of communication, influencing behaviors and customs, especially traditions dating 200 years of history, such as fado – a traditional Portuguese poetic and musical genre, which is part of our folklore, elected as Intangible Cultural Heritage of Humanity by UNESCO, in 2011. The inherent characteristics' study of the online Fado fan community in Portugal is a research opportunity. This study aims to study the Portuguese community of fans of the Facebook page "Mais Fado": from the perspective of the page itself analyzing its social media strategy, implemented and managed by its administrator; from the fan's perspective, defining their sociodemographic profile; and finally, observing the content written by them, in the comments made to the page under study, through a content analysis. To carry out this research, the methodology adopted was of a qualitative nature, netnography and a thematic content analysis was performed on the Facebook page “Mais Fado”. It was thus possible to verify in the results that the most relevant words of this study were “fado”, “voz” and “lindo”, and the feelings inherent in the corpus analyzed were “saudade” and “orgulho”. In addition, the fan of the page “Fado” was characterized by its age, sex, residence and nationality.
The emergence of digital and online platforms, especially social networks, has established themselves as powerful new channels of communication, influencing behaviors and customs, especially traditions dating 200 years of history, such as fado – a traditional Portuguese poetic and musical genre, which is part of our folklore, elected as Intangible Cultural Heritage of Humanity by UNESCO, in 2011. The inherent characteristics' study of the online Fado fan community in Portugal is a research opportunity. This study aims to study the Portuguese community of fans of the Facebook page "Mais Fado": from the perspective of the page itself analyzing its social media strategy, implemented and managed by its administrator; from the fan's perspective, defining their sociodemographic profile; and finally, observing the content written by them, in the comments made to the page under study, through a content analysis. To carry out this research, the methodology adopted was of a qualitative nature, netnography and a thematic content analysis was performed on the Facebook page “Mais Fado”. It was thus possible to verify in the results that the most relevant words of this study were “fado”, “voz” and “lindo”, and the feelings inherent in the corpus analyzed were “saudade” and “orgulho”. In addition, the fan of the page “Fado” was characterized by its age, sex, residence and nationality.
Description
Keywords
Comunidade virtual Facebook Fado Análise de Conteúdo Marketing digital