A celebridade Cristiano Ronaldo na plataforma digital Instagram
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2024
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O presente trabalho procura explorar os temas das Plataformas de Redes Sociais, marketing digital e o marketing de influência, e Celebridade. Para tal, aborda-se o caso do futebolista Cristiano Ronaldo, dado ser uma celebridade a nível mundial e com destaque no Instagram pelo número elevado de seguidores. O principal foco desta dissertação é compreender as razões da popularidade sustentada do jogador de futebol nesta rede social plataforma, e o seu papel na fase de final de carreira. A metodologia utilizada foi quantitativa, incluindo análise de conteúdo sobre a representação de Cristiano Ronaldo e um questionário ao público português. A análise de conteúdo referiu-se a conteúdos publicados do Instagram por Cristiano Ronaldo, por marcas, pessoas ligadas ao próprio, no período entre outubro e dezembro de 2022 - período de Campeonato Mundial de Futebol e de mudança de clube pelo jogador. Esta análise tenta captar de que forma é estabelecida a relação entre versão dos media e celebridade, e identificar pessoas e marcas associadas à celebridade, presença de celebrity endorsement ou celebrity ventures, vida privada e familiar, vida profissional, solidariedade. O questionário procurou analisar a opinião do público acerca da celebridade e perceber as razões de Cristiano Ronaldo ser a pessoa com mais seguidores nesta plataforma digital. Procurou também entender quais os motivos e o interesse do público em seguir o jogador no Instagram e qual a forma mais utilizada pelas pessoas para reagirem aos seus conteúdos. O questionário foi realizado online entre dezembro de 2022 e janeiro de 2023. Observou-se que o número de interações de likes e comentários nas publicações do jogador subiram a partir de dezembro de 2022, data em que o jogador integrou o clube árabe, e que a interação por "like" é a forma mais utilizada pelo público para interagir com Cristiano Ronaldo. Palavras-chave: Comunicação, Celebridade, Instagram, Plataformas, Digital
This dissertation explores the themes of social media platforms, digital marketing and influencer marketing, and celebrity. To this end, the case of footballer Cristiano Ronaldo is analysed, as he is a worldwide celebrity and is in the spotlight on Instagram due to the high number of his followers. The main focus of this dissertation is to understand the reasons for the footballer’s sustained popularity on this social media platform, and its role in the end-of-career phase. The methodology used was quantitative, including content analysis on the representation of Cristiano Ronaldo and a survey to the Portuguese public. The content analysis referred to content published on Instagram by Cristiano. Ronaldo, brands and people connected to him between October and December 2022 – the period of the World Cup and the player’s change of club. This analysis seeks to capture how the relationship between the media version and the celebrity is established, and to identify people and brands associated with the celebrity, the presence of celebrity endorsements or celebrity ventures, private and family life, professional life, solidarity. The survey sought to analyse the public’s opinion of the celebrity and understand why Cristiano Ronaldo is the person with the most followers on this digital platform. It also sought to understand the public’s motivations and interest in following the player on Instagram and how people follow him. The survey was conducted online between December 2022 and January 2023. Results show that the number of interactions of likes and comments on the player’s publications increased from December 2022, when the player joined the Arab club, and that interaction via “like” is the form that the public most commonly uses to interact with Cristiano Ronaldo. Keywords: Communication, Celebrity, Instagram, Platforms, Digital.
This dissertation explores the themes of social media platforms, digital marketing and influencer marketing, and celebrity. To this end, the case of footballer Cristiano Ronaldo is analysed, as he is a worldwide celebrity and is in the spotlight on Instagram due to the high number of his followers. The main focus of this dissertation is to understand the reasons for the footballer’s sustained popularity on this social media platform, and its role in the end-of-career phase. The methodology used was quantitative, including content analysis on the representation of Cristiano Ronaldo and a survey to the Portuguese public. The content analysis referred to content published on Instagram by Cristiano. Ronaldo, brands and people connected to him between October and December 2022 – the period of the World Cup and the player’s change of club. This analysis seeks to capture how the relationship between the media version and the celebrity is established, and to identify people and brands associated with the celebrity, the presence of celebrity endorsements or celebrity ventures, private and family life, professional life, solidarity. The survey sought to analyse the public’s opinion of the celebrity and understand why Cristiano Ronaldo is the person with the most followers on this digital platform. It also sought to understand the public’s motivations and interest in following the player on Instagram and how people follow him. The survey was conducted online between December 2022 and January 2023. Results show that the number of interactions of likes and comments on the player’s publications increased from December 2022, when the player joined the Arab club, and that interaction via “like” is the form that the public most commonly uses to interact with Cristiano Ronaldo. Keywords: Communication, Celebrity, Instagram, Platforms, Digital.
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COMMUNICATION, ORGANIZATIONAL COMMUNICATION, CELEBRITIES, INSTAGRAM, DIGITAL PLATFORMS, MESTRADO EM COMUNICAÇÃO NAS ORGANIZAÇÕES, COMUNICAÇÃO, COMUNICAÇÃO ORGANIZACIONAL, CELEBRIDADES, INSTAGRAM, PLATAFORMAS DIGITAIS, Mestrado em Comunicação nas Organizações