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Publication
Design de serviço como inovação para o produto jornalístico digital
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.53 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O serviço está presente em todas as situações, desde as relações
sociais às comerciais, mas, apesar disso, o mercado esteve por
muito tempo centrado nos produtos. Foi somente nas últimas
décadas que o serviço teve o seu potencial econômico
reconhecido. Neste contexto, o Design de Serviço emerge com
uma nova lógica de mercado, voltada para o humano,
destacando a necessidade de estruturar estratégias de marketing
para os serviços. Ao mesmo passo, o jornalismo vem passando
por um processo evolutivo contínuo, sendo desafiado pelas
transformações digitais. Diante disso, a inovação nos media se
torna imperativa, incluindo uma mudança de mentalidade
dentro das redações e o desenvolvimento de produtos digitais
como uma possível solução. Portanto, o objetivo desta
investigação se baseia em compreender de que modo o Design
de Serviço pode colaborar para a inovação do produto
jornalístico digital. Por esta razão, foi utilizada uma abordagem
exploratória, tendo como instrumentos de investigação: revisão
de literatura, entrevistas semiestruturadas com gestores de
produto dos media portugueses, além da proposta do Framework de Design de Serviço aplicado ao Produto
Jornalístico Digital e a simulação deste Framework com o
lançamento de um produto fictício. Dentre os resultados
alcançados, demonstra-se que a criação do Framework
proposto representa um avanço significativo para o campo da
pesquisa, promovendo uma integração entre as disciplinas do
Jornalismo e do Design.
The service is present in all situations, from social to commercial relationships, but despite this, the market has long been focused on products. It is only in recent decades that the service has had its economic potential recognized. In this context, Service Design emerges with a new market logic, focused on the human, highlighting the need to structure marketing strategies for services. At the same time, journalism has been going through a continuous evolutionary process, being challenged by digital transformations. In light of this, media innovation is imperative, including a change of mindset within newsrooms and the development of digital products as a possible solution. Therefore, the objective of this investigation is based on understanding how Service Design can contribute to the innovation of the digital journalistic product. For this reason, an exploratory approach was used, having as research instruments: literature review, semi-structured interviews with product managers of the Portuguese media, in addition to the proposal of the Service Design Framework applied to the Digital News Product and the simulation of this Framework with the launch of a fictitious product. Among the results achieved, it is demonstrated that the creation of the proposedFramework represents a significant advance for the field of research, promoting an integration between the disciplines of Journalism and Design.
The service is present in all situations, from social to commercial relationships, but despite this, the market has long been focused on products. It is only in recent decades that the service has had its economic potential recognized. In this context, Service Design emerges with a new market logic, focused on the human, highlighting the need to structure marketing strategies for services. At the same time, journalism has been going through a continuous evolutionary process, being challenged by digital transformations. In light of this, media innovation is imperative, including a change of mindset within newsrooms and the development of digital products as a possible solution. Therefore, the objective of this investigation is based on understanding how Service Design can contribute to the innovation of the digital journalistic product. For this reason, an exploratory approach was used, having as research instruments: literature review, semi-structured interviews with product managers of the Portuguese media, in addition to the proposal of the Service Design Framework applied to the Digital News Product and the simulation of this Framework with the launch of a fictitious product. Among the results achieved, it is demonstrated that the creation of the proposedFramework represents a significant advance for the field of research, promoting an integration between the disciplines of Journalism and Design.
Description
Keywords
Design de serviço Inovação Lógica de serviço-dominante Gestão de produto Jornalismo