Há Mundial no TikTok? Uma análise da cobertura dos media portugueses ao Mundial de Futebol 2022

• Autor(a) principal: Giacomelli, Fábio
• Data de Publicação: 2023
• Outros Autores: Morais, Ricardo
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://hdl.handle.net/10216/151191

The World Cup 2022, held in Qatar, was the first major global sporting event open to the public in the post-pandemic period. The event, which had great media coverage, was also one of the first, in the sports universe, to be held in an era marked by the expansion of coverage on digital social networks. In this context, an increase in the production of vertical audiovisual content stands out, resulting from the influence of platforms that have stood out in recent years, such as Instagram or TikTok. Considering this growth, but also the data that point to a weak bet by the media in some of these new platforms, in this research we consider it important to explore how the Portuguese media used TikTok to report the events of the largest global soccer competition. To achieve this goal we chose twelve profiles from media organizations and made a detailed analysis of the publications, in order to understand if there is a native production of content on the platform or just a content adaptation, which do not allow the use of all the platform's resources and, thus, alienate users. The results point to the use of the platform in the coverage of the World Cup, although through a production adapted and mainly oriented to the dissemination of opinionated content, which ultimately reflects a weak bet on one of the platforms that has grown the most and where many users are part of the audience that has moved away from the media.