A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e Neymar
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://hdl.handle.net/10216/143968 |
Resumo: | This article aims to verify how sports brands can create identity from a communication archetype. It is assumed that, currently, soccer players, by their digital presence, are also configured as brands and must therefore communicate strategically from a positioning. The study takes as its theoretical basis the work of Mark and Pearson (2001) who, based on the archetypal definitions of Carl Jung for analytical psychology, adapted sets of behaviors and positioning in twelve archetypes of communication, which can be used by brands as enhancers of their image. To characterize this premise, it was chosen as multiple case study object the three players with the largest number of followers on the Instagram platform in 2020: Cristiano Ronaldo, Messi and Neymar. Through a qualitative methodology, we used the content analysis technique to verify the official accounts of the three players. The analysis took place between October 16, 2020 and January 16, 2021. Under the light of this methodological design, we identified the incidence of archetype use in the messages of the three athletes during the researched period, revealing a dominant and a secondary archetype of each player who is part of the study. From the evidence of the results, it is expected that this axiom, which demands a coherence of behavior and positioning in the digital platforms of soccer players, through communication archetypes, can be deepened in new studies. |
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A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e NeymarCiências da comunicaçãoCommunication sciencesThis article aims to verify how sports brands can create identity from a communication archetype. It is assumed that, currently, soccer players, by their digital presence, are also configured as brands and must therefore communicate strategically from a positioning. The study takes as its theoretical basis the work of Mark and Pearson (2001) who, based on the archetypal definitions of Carl Jung for analytical psychology, adapted sets of behaviors and positioning in twelve archetypes of communication, which can be used by brands as enhancers of their image. To characterize this premise, it was chosen as multiple case study object the three players with the largest number of followers on the Instagram platform in 2020: Cristiano Ronaldo, Messi and Neymar. Through a qualitative methodology, we used the content analysis technique to verify the official accounts of the three players. The analysis took place between October 16, 2020 and January 16, 2021. Under the light of this methodological design, we identified the incidence of archetype use in the messages of the three athletes during the researched period, revealing a dominant and a secondary archetype of each player who is part of the study. From the evidence of the results, it is expected that this axiom, which demands a coherence of behavior and positioning in the digital platforms of soccer players, through communication archetypes, can be deepened in new studies.20212021-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10216/143968por2358-212XRocha, Fernando Jesus daPatatt, CarolineMorais, Ricardoinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-29T13:48:07Zoai:repositorio-aberto.up.pt:10216/143968Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T23:47:59.149396Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e Neymar |
title |
A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e Neymar |
spellingShingle |
A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e Neymar Rocha, Fernando Jesus da Ciências da comunicação Communication sciences |
title_short |
A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e Neymar |
title_full |
A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e Neymar |
title_fullStr |
A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e Neymar |
title_full_unstemmed |
A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e Neymar |
title_sort |
A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e Neymar |
author |
Rocha, Fernando Jesus da |
author_facet |
Rocha, Fernando Jesus da Patatt, Caroline Morais, Ricardo |
author_role |
author |
author2 |
Patatt, Caroline Morais, Ricardo |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Rocha, Fernando Jesus da Patatt, Caroline Morais, Ricardo |
dc.subject.por.fl_str_mv |
Ciências da comunicação Communication sciences |
topic |
Ciências da comunicação Communication sciences |
description |
This article aims to verify how sports brands can create identity from a communication archetype. It is assumed that, currently, soccer players, by their digital presence, are also configured as brands and must therefore communicate strategically from a positioning. The study takes as its theoretical basis the work of Mark and Pearson (2001) who, based on the archetypal definitions of Carl Jung for analytical psychology, adapted sets of behaviors and positioning in twelve archetypes of communication, which can be used by brands as enhancers of their image. To characterize this premise, it was chosen as multiple case study object the three players with the largest number of followers on the Instagram platform in 2020: Cristiano Ronaldo, Messi and Neymar. Through a qualitative methodology, we used the content analysis technique to verify the official accounts of the three players. The analysis took place between October 16, 2020 and January 16, 2021. Under the light of this methodological design, we identified the incidence of archetype use in the messages of the three athletes during the researched period, revealing a dominant and a secondary archetype of each player who is part of the study. From the evidence of the results, it is expected that this axiom, which demands a coherence of behavior and positioning in the digital platforms of soccer players, through communication archetypes, can be deepened in new studies. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021 2021-01-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
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publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10216/143968 |
url |
https://hdl.handle.net/10216/143968 |
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por |
language |
por |
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2358-212X |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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