A comunicação dos festivais de cinema nos meios digitais
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Data
2013
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Resumo
Tendo em conta a importância dos meios digitais como instrumentos de comunicação e marketing e do ‘passa palavra’ no meio cultural, esta dissertação pretende saber em que medida os meios digitais promovem a comunicação, a interacção com o público e a partilha de conteúdos dos festivais de cinema. Para isso optou-se por um estudo de caso múltiplo de três festivais de cinema: o Monstra, o FESTin e o IndieLisboa.
Nesta tese abordam-se temáticas como o marketing cultural (COSTA, 2004 e DUARTE, 2009) e o marketing digital (CARRERA, 2012; BARRETO, 2011; RIBEIRO, 2011; BOTÃO, 2013a e 2013b, entre outros), nomeadamente, sites, redes sociais, facebook, mobile marketing e QR Codes. Através da análise de múltiplas fontes de dados, conclui-se que, apesar dos festivais de cinema utilizarem a maioria dos meios digitais (site e redes sociais), promovendo a interacção com o público e a partilha de conteúdos nas redes sociais, há determinados aspectos que falham e precisam ser melhorados, como promover a imagem naqueles de forma a garantir um branding consistente; estruturar melhor o site; ter uma versão mobile do site; apostar nos QR Codes; actualizar mais sistematicamente as redes sociais; ter profissionais de marketing digital e medir a satisfação dos públicos.
Since the importance of both the digital media as instruments of communication and marketing and of word of mouth in the cultural scene are clear, this thesis aims to know in what way digital media promotes: communication, interaction with the audience and content sharing, of film festivals. In light of this goal, a multiple case study of three film festivals was made for: Monstra, FESTin and IndieLisboa. This thesis studies cultural marketing (COSTA, 2004 and DUARTE, 2009) and digital marketing (CARRERA, 2012; BARRETO, 2011; RIBEIRO, 2011; BOTÃO, 2013a e 2013b, among others), in particular websites, social media, facebook, mobile marketing and QR Codes. Through an analysis of multiple source of data, it was concluded that, although film festivals are using the majority of digital media (website and social media), promoting interaction with the audience and content sharing on social media, there are some aspects that need to be improved, like promoting their image through them in order to obtain a consistent branding, making a better structure of the website, having a mobile version of the website, using QR Codes, getting more fresh content into social media, having digital marketing professionals and measuring public satisfaction.
Since the importance of both the digital media as instruments of communication and marketing and of word of mouth in the cultural scene are clear, this thesis aims to know in what way digital media promotes: communication, interaction with the audience and content sharing, of film festivals. In light of this goal, a multiple case study of three film festivals was made for: Monstra, FESTin and IndieLisboa. This thesis studies cultural marketing (COSTA, 2004 and DUARTE, 2009) and digital marketing (CARRERA, 2012; BARRETO, 2011; RIBEIRO, 2011; BOTÃO, 2013a e 2013b, among others), in particular websites, social media, facebook, mobile marketing and QR Codes. Through an analysis of multiple source of data, it was concluded that, although film festivals are using the majority of digital media (website and social media), promoting interaction with the audience and content sharing on social media, there are some aspects that need to be improved, like promoting their image through them in order to obtain a consistent branding, making a better structure of the website, having a mobile version of the website, using QR Codes, getting more fresh content into social media, having digital marketing professionals and measuring public satisfaction.
Descrição
Orientação: Victor Flores ;
Co-orientação: Marta Lopes
Palavras-chave
COMUNICAÇÃO, MARKETING CULTURAL, ESTRATÉGIAS DE COMUNICAÇÃO, FESTIVAIS DE CINEMA, COMUNICAÇÃO DIGITAL, ESTUDOS DE CASO, MESTRADO EM PROGRAMAÇÃO E GESTÃO CULTURAL, COMMUNICATION, CULTURAL MARKETING, COMMUNICATION STRATEGIES, CINEMA FESTIVALS, DIGITAL COMMUNICATION, CASE STUDIES