As estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitor
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Repositório Institucional Manancial UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/20140 |
Resumo: | Media coverage brings up a new attitude from readers concerning journalistic production. The newspaper is conditioned to proposing new communication contracts with ways to prospect readers in order to keep in touch with an increasingly competitive market. Prospecting strategies aim to entice and persuade the partner in communicative exchange, causing them to share intentionality. The newspaper does this through texts that appeal to the controversy, drama, comparisons, metaphors, capturing the reader through emotion. At the same time, marketing decisions considering the profitability of the vehicle are highlighted: the more they get readers, the more they achieve financial results. The newspaper is a product and the reader receives customer or client status. Considering the proposals, the following research aims to analyze the communication contracts established by the Folha de S. Paulo in media environment to prospect readers. Theoretical discussions are based on the theoretical contributions of Maingueneau (2013; 2015), Verón (2004) and Charaudeau’s (2010; 2013) semiolinguistics analysis. After analyzing the printed newspaper covers of Folha de S. Paulo, in-depth interviews were conducted with the newsroom, marketing, and commercial sector professionals. The results indicate that communication contracts are signed by a brand valuation and newspaper content, attempting to interact with the reader through events, the constitution of covers with shocking images which can raise emotions, appreciation of columnists and reporters, as well as a constant search for exclusive news. |
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2020-11-16T09:22:42Z2020-11-16T09:22:42Z2016-12-21http://repositorio.ufsm.br/handle/1/20140Media coverage brings up a new attitude from readers concerning journalistic production. The newspaper is conditioned to proposing new communication contracts with ways to prospect readers in order to keep in touch with an increasingly competitive market. Prospecting strategies aim to entice and persuade the partner in communicative exchange, causing them to share intentionality. The newspaper does this through texts that appeal to the controversy, drama, comparisons, metaphors, capturing the reader through emotion. At the same time, marketing decisions considering the profitability of the vehicle are highlighted: the more they get readers, the more they achieve financial results. The newspaper is a product and the reader receives customer or client status. Considering the proposals, the following research aims to analyze the communication contracts established by the Folha de S. Paulo in media environment to prospect readers. Theoretical discussions are based on the theoretical contributions of Maingueneau (2013; 2015), Verón (2004) and Charaudeau’s (2010; 2013) semiolinguistics analysis. After analyzing the printed newspaper covers of Folha de S. Paulo, in-depth interviews were conducted with the newsroom, marketing, and commercial sector professionals. The results indicate that communication contracts are signed by a brand valuation and newspaper content, attempting to interact with the reader through events, the constitution of covers with shocking images which can raise emotions, appreciation of columnists and reporters, as well as a constant search for exclusive news.A midiatização traz à tona uma nova postura do leitor diante da produção jornalística. O jornal se condiciona à proposição de novos contratos de comunicação com vias a captar leitores para manter-se competitivo em um mercado de crescente concorrência. As estratégias de captação visam seduzir e persuadir o parceiro da troca comunicativa, fazendo com que partilhe a intencionalidade. O jornal faz isso por meio de textos que apelam para a polêmica, a dramatização, comparações, metáforas, captando o leitor pela emoção. Ao mesmo tempo, decisões mercadológicas ganham ênfase considerando a rentabilidade do veículo: quanto mais público mais os resultados financeiros. O jornal é um produto e o leitor recebe status de cliente ou consumidor. Considerando as proposições, o objetivo deste trabalho é analisar os contratos de comunicação estabelecidos pela Folha de S. Paulo na ambiência midiatizada para a captação dos leitores. As discussões teóricas têm como base os aportes teóricos de Maingueneau (2013; 2015), Verón (2004) e da análise semiolinguística de Charaudeau (2010; 2013). Após a observação das capas do jornal impresso Folha de S. Paulo, foram realizadas entrevistas em profundidade com profissionais da redação, setor de marketing e comercial. Os resultados indicam que os contratos de comunicação são firmados por meio de uma valorização da marca e do conteúdo do jornal, a tentativa de interação com o leitor através de eventos, a constituição de capas com imagens chocantes e que possam suscitar emoções, a valorização dos colunistas e repórteres, bem como, uma busca constante por notícias exclusivas.porUniversidade Federal de Santa MariaCentro de Ciências Sociais e HumanasPrograma de Pós-Graduação em ComunicaçãoUFSMBrasilComunicaçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessEstratégias discursivasMarketingContratos de comunicaçãoLeitorMidiatizaçãoAnálise de discursoDiscursive strategiesMarketingCommunication contractsReaderMedia coverageDiscourse analysisCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOAs estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitorDiscursive and market strategies of Folha de S. Pauloin prospecting readersinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisFossá, Maria Ivete Trevisanhttp://lattes.cnpq.br/0718561583412717Borelli, Vivianehttp://lattes.cnpq.br/0710124685911526Silva, Sandra Rubia dahttp://lattes.cnpq.br/7169496368084935Bueno, Wilson da Costahttp://lattes.cnpq.br/9495822246558650Scroferneker, Cleusa Maria Andradehttp://lattes.cnpq.br/4838297393852726http://lattes.cnpq.br/2215412057383335Müller, Fabrise de Oliveira600900000008600beee8d32-5532-4998-a23f-6d9020738566301b02ef-fa32-45b7-bb6d-d3539a01511642b755c1-b973-4b88-95ac-47cef8ff7b535b49728b-ab8c-4821-ba23-cc7a0f65602892851585-cadb-417d-abe6-f161ba00f6f2c53cc9f2-2a4a-4ff2-bd8e-ad2aaf49d86ereponame:Repositório Institucional Manancial UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALTES_PPGCOMUNICACAO_2016_ MULLER_FABRISE.pdfTES_PPGCOMUNICACAO_2016_ MULLER_FABRISE.pdfTese de Doutoradoapplication/pdf5531065http://repositorio.ufsm.br/bitstream/1/20140/1/TES_PPGCOMUNICACAO_2016_%20MULLER_FABRISE.pdf1ddfe271089d3085b4cf63620004cc7aMD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8805http://repositorio.ufsm.br/bitstream/1/20140/2/license_rdf4460e5956bc1d1639be9ae6146a50347MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81956http://repositorio.ufsm.br/bitstream/1/20140/3/license.txt2f0571ecee68693bd5cd3f17c1e075dfMD53TEXTTES_PPGCOMUNICACAO_2016_ MULLER_FABRISE.pdf.txtTES_PPGCOMUNICACAO_2016_ MULLER_FABRISE.pdf.txtExtracted texttext/plain432600http://repositorio.ufsm.br/bitstream/1/20140/4/TES_PPGCOMUNICACAO_2016_%20MULLER_FABRISE.pdf.txt573e149a0b53d7e17eb8a057d8a172dfMD54THUMBNAILTES_PPGCOMUNICACAO_2016_ MULLER_FABRISE.pdf.jpgTES_PPGCOMUNICACAO_2016_ MULLER_FABRISE.pdf.jpgIM Thumbnailimage/jpeg4536http://repositorio.ufsm.br/bitstream/1/20140/5/TES_PPGCOMUNICACAO_2016_%20MULLER_FABRISE.pdf.jpg13b372651d3bc747bddfbec67c60ede5MD551/201402020-11-17 03:02:41.189oai:repositorio.ufsm.br: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ório Institucionalhttp://repositorio.ufsm.br/PUBhttp://repositorio.ufsm.br/oai/requestouvidoria@ufsm.bropendoar:39132020-11-17T06:02:41Repositório Institucional Manancial UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
As estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitor |
dc.title.alternative.eng.fl_str_mv |
Discursive and market strategies of Folha de S. Pauloin prospecting readers |
title |
As estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitor |
spellingShingle |
As estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitor Müller, Fabrise de Oliveira Estratégias discursivas Marketing Contratos de comunicação Leitor Midiatização Análise de discurso Discursive strategies Marketing Communication contracts Reader Media coverage Discourse analysis CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
As estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitor |
title_full |
As estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitor |
title_fullStr |
As estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitor |
title_full_unstemmed |
As estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitor |
title_sort |
As estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitor |
author |
Müller, Fabrise de Oliveira |
author_facet |
Müller, Fabrise de Oliveira |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Fossá, Maria Ivete Trevisan |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/0718561583412717 |
dc.contributor.referee1.fl_str_mv |
Borelli, Viviane |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/0710124685911526 |
dc.contributor.referee2.fl_str_mv |
Silva, Sandra Rubia da |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/7169496368084935 |
dc.contributor.referee3.fl_str_mv |
Bueno, Wilson da Costa |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/9495822246558650 |
dc.contributor.referee4.fl_str_mv |
Scroferneker, Cleusa Maria Andrade |
dc.contributor.referee4Lattes.fl_str_mv |
http://lattes.cnpq.br/4838297393852726 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/2215412057383335 |
dc.contributor.author.fl_str_mv |
Müller, Fabrise de Oliveira |
contributor_str_mv |
Fossá, Maria Ivete Trevisan Borelli, Viviane Silva, Sandra Rubia da Bueno, Wilson da Costa Scroferneker, Cleusa Maria Andrade |
dc.subject.por.fl_str_mv |
Estratégias discursivas Marketing Contratos de comunicação Leitor Midiatização Análise de discurso |
topic |
Estratégias discursivas Marketing Contratos de comunicação Leitor Midiatização Análise de discurso Discursive strategies Marketing Communication contracts Reader Media coverage Discourse analysis CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Discursive strategies Marketing Communication contracts Reader Media coverage Discourse analysis |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
Media coverage brings up a new attitude from readers concerning journalistic production. The newspaper is conditioned to proposing new communication contracts with ways to prospect readers in order to keep in touch with an increasingly competitive market. Prospecting strategies aim to entice and persuade the partner in communicative exchange, causing them to share intentionality. The newspaper does this through texts that appeal to the controversy, drama, comparisons, metaphors, capturing the reader through emotion. At the same time, marketing decisions considering the profitability of the vehicle are highlighted: the more they get readers, the more they achieve financial results. The newspaper is a product and the reader receives customer or client status. Considering the proposals, the following research aims to analyze the communication contracts established by the Folha de S. Paulo in media environment to prospect readers. Theoretical discussions are based on the theoretical contributions of Maingueneau (2013; 2015), Verón (2004) and Charaudeau’s (2010; 2013) semiolinguistics analysis. After analyzing the printed newspaper covers of Folha de S. Paulo, in-depth interviews were conducted with the newsroom, marketing, and commercial sector professionals. The results indicate that communication contracts are signed by a brand valuation and newspaper content, attempting to interact with the reader through events, the constitution of covers with shocking images which can raise emotions, appreciation of columnists and reporters, as well as a constant search for exclusive news. |
publishDate |
2016 |
dc.date.issued.fl_str_mv |
2016-12-21 |
dc.date.accessioned.fl_str_mv |
2020-11-16T09:22:42Z |
dc.date.available.fl_str_mv |
2020-11-16T09:22:42Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
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doctoralThesis |
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publishedVersion |
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http://repositorio.ufsm.br/handle/1/20140 |
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http://repositorio.ufsm.br/handle/1/20140 |
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por |
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por |
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600900000008 |
dc.relation.confidence.fl_str_mv |
600 |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Comunicação |
dc.publisher.initials.fl_str_mv |
UFSM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Comunicação |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.source.none.fl_str_mv |
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