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Publication
COVID-19 no Desporto: estratégias de comunicação dos clubes portugueses no Facebook durante a pandemia
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| 26.2 MB | Adobe PDF |
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Abstract(s)
O receio do surto do novo Coronavírus, em 2020, resultou num confinamento e
distanciamento social de forma a diminuir o risco de contágio entre a população. A pandemia de
Covid-19 causou impactos políticos, culturais e socioeconómicos em todo o mundo e obrigou à
suspensão de várias atividades, nomeadamente no desporto. Sendo as atividades desportivas o
principal conteúdo nas redes sociais dos clubes, estes viram-se obrigados a adotar novas estratégias
de comunicação nas suas publicações, com o objetivo de manter o contacto com os adeptos. Nesse
sentido, existiu a necessidade de estudar quais os conteúdos que os clubes desportivos utilizaram
nas suas redes sociais, durante a suspensão dos jogos, com o intuito de manter o engagement por
parte dos seus seguidores. O objetivo deste estudo é perceber quais foram as novas estratégias de
comunicação adotadas pelos clubes nas suas páginas de Facebook durante a suspensão dos jogos
provocada pela Covid-19. Para realizar esta investigação, a metodologia utilizada foi de natureza
qualitativa, tendo sido realizada uma análise de conteúdo às páginas de Facebook dos clubes
desportivos. Os resultados indicam que o número de publicações diárias diminuiu
consideravelmente e o principal foco de informação passou dos eventos desportivos para os
melhores momentos da história dos clubes. Apesar de as memórias serem o tema mais frequente
nas páginas de Facebook dos clubes, as publicações relacionadas com as principais personalidades
dos clubes foram as favoritas dos utilizadores. A estratégia utilizada pelos clubes, durante este
período, foi bem-recebida pelos seguidores, pelo que alguns procedimentos poderiam ser
implementados na comunicação futura dos clubes.
The fear of the outbreak of the new Coronavirus in 2020 has resulted in social containment and distancing to decrease the risk of contagion among the population. The Covid-19 pandemic caused political, cultural, and socio-economic impacts worldwide and forced the suspension of several activities, including sports. Since sports activities are the main content on the social networks of the clubs, they were forced to adopt new communication strategies in their publications, to maintain contact with the fans. Therefore, there was a need to study which contents the sports clubs used in their social networks, during the suspension of the games, to maintain the engagement of their followers. The objective of the study is to understand what the new communication strategies were adopted by the clubs on their Facebook pages during the suspension of games caused by Covid-19. To carry out this research, the methodology used was qualitative in nature, and a content analysis was performed on the Facebook pages of the sports clubs. The results indicate that the number of daily posts has decreased considerably and, the focus of information has shifted from sporting events to the best moments in the history of the clubs. Although memories were the most frequent theme on the clubs' Facebook pages, posts related to the clubs' main personalities were the users' favorites. The strategy used by the clubs during this period was well-received by the followers, so some procedures could be implemented in the club’s future communication.
The fear of the outbreak of the new Coronavirus in 2020 has resulted in social containment and distancing to decrease the risk of contagion among the population. The Covid-19 pandemic caused political, cultural, and socio-economic impacts worldwide and forced the suspension of several activities, including sports. Since sports activities are the main content on the social networks of the clubs, they were forced to adopt new communication strategies in their publications, to maintain contact with the fans. Therefore, there was a need to study which contents the sports clubs used in their social networks, during the suspension of the games, to maintain the engagement of their followers. The objective of the study is to understand what the new communication strategies were adopted by the clubs on their Facebook pages during the suspension of games caused by Covid-19. To carry out this research, the methodology used was qualitative in nature, and a content analysis was performed on the Facebook pages of the sports clubs. The results indicate that the number of daily posts has decreased considerably and, the focus of information has shifted from sporting events to the best moments in the history of the clubs. Although memories were the most frequent theme on the clubs' Facebook pages, posts related to the clubs' main personalities were the users' favorites. The strategy used by the clubs during this period was well-received by the followers, so some procedures could be implemented in the club’s future communication.
Description
Keywords
Marketing Desportivo Redes Sociais Clubes Facebook Estratégias de Comunicação