STRATEGIC COMMUNICATION IN THE BRAZILIAN FOOTBALL: STUDY ON 2018 NATIONAL CHAMPIONS IN THE COPA LIBERTADORES 2019

• Autor(a) principal: Rocha, Fernando Jesus da
• Data de Publicação: 2019
• Outros Autores: Giacomelli, Fábio
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista GEMInIS
• Texto Completo: https://www.revistageminis.ufscar.br/index.php/geminis/article/view/453
• topic: Comunicação, estratégia, futebol, transmedia storytelling, loop dialógico; Communication, strategy, soccer, transmedia storytelling, dialogical loop

This study consists of an analysis of the strategic communication of social media - Facebook, Twitter, Instagram and Youtube - in the official accounts of the Sociedade Esportiva Palmeiras and Esporte Clube Cruzeiro, during the three days before its debut in the Copa Libertadores de América edition 2019. For this, we used the methodology of content analysis (BARDIN, 1977). The objective was to identify, from this corpus, the use of transmedia storytelling as a strategic digital resource, defined using parameters designed by Henry Jenkins (2009), and the use of the dialogic loop, concept of Kent and Taylor (1998), to communication and feedback among its publics. From the results obtained, it is thought that this study can contribute to the discussion, improvement and optimization of the use of digital platforms and communication strategies of Brazilian soccer clubs.