Twittando futebol: Benfica, FC Porto e Sporting na Liga Nos

Célia Gouveia, Gustavo Cardoso

Resumo


Objetivo do estudo: O Twitter insinuou-se em todas as fendas comunicativas das sociedades contemporâneas, incluindo as definidas no contexto desportivo. Face a este panorama, é nosso propósito, a análise de 36334 posts publicados no Twitter pelos clubes da Liga NOS: Benfica, FC Porto e Sporting, no período temporal da época desportiva de 2017/2018.

 Metodologia/abordagem: O conjunto de dados em análise foi obtido com acesso à plataforma Crimson Hexagon, e teve como objetivos mapear um conjunto de variáveis de caracterização sociográfica, identificar seguidores com poder de influência e através de uma perspetiva comparativa, proceder à análise dos principais traços geradores de envolvimento e mapear os períodos de maior fluxo.

 Originalidade/Relevância: Este tipo de análise é importante para identificar a natureza plural e estratificada da filiação clubista, através das interações no Twitter, cada vez mais arraigadas na ecologia dos media.

 Principais resultados: Os resultados apontam que a demografia do Twitter afeta aos clubes tende a um percentual de utilizadores jovens e urbanos – nativos digitais. Os clubes possuem uma base de seguidores com abrangência global, entre eles, utilizadores com poder de influência na rede. Constatámos, ainda, que os períodos de maior fluxo comunicacional encontram eco nos êxitos ou momentos simbólicos.

 Contribuições teóricas/metodológicas: O artigo tem a seguinte agenda: (i) mapear um conjunto de variáveis de caracterização sociográfica; (ii) identificar seguidores com poder de influência (lead users); e, através de uma perspetiva comparada, (iii) apontar traços geradores de envolvimento e mapear os períodos que geraram maior fluxo de mensagens.


Palavras-chave


Comunicação. Twitter Futebol.

Texto completo:

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DOI: https://doi.org/10.5585/podium.v8i2.13229

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