Resumo Por influência das novas tecnologias da comunicação, o mercado midiático se transforma e s... more Resumo Por influência das novas tecnologias da comunicação, o mercado midiático se transforma e surgem novos atores. Clubes de Futebol investem na comunicação e passam a ter os seus próprios produtos de mídia. Para avaliar a posição desses novos atores no mercado da mídia, e tendo por base na análise crítica do discurso proposta por Fairclough, este trabalho investiga dois produtos de mídia produzidos pelo Botafogo Futebol e Regatas por conta da contratação de Clarence Seedorf. Esse investimento em comunicação está ligado uma busca por uma maximização de receitas e comercialização do futebol, e o ídolo esportivo tem um papel fundamental na expansão dos mercados. Abstract The new media technologies allowed the entrance of new players in the market. Football clubs developed their own media department and invested in media products. In order to examine the new players position in the market, based in the Fairclough´s Critical Discourse Analysis, this paper research two media products made by Botafogo Futebol e Regatas surrounding the time of Seedorf signing. This investment in communication is strategic to a maximization of revenues and a commodification of football, and the sport-star plays a key role in the expansion of markets.
Resumo: Em 2010, pela segunda vez a FIFA promoveu o evento FIFA Fan Fest™ no país que sediou a Co... more Resumo: Em 2010, pela segunda vez a FIFA promoveu o evento FIFA Fan Fest™ no país que sediou a Copa do Mundo, e pela primeira vez criou uma versão internacio-nal do evento em grandes cidades ao redor do mundo. O presente trabalho faz uma descrição das FIFA Fan Fests™, tendo em conta a sua forma organização, a intera-ção do público, a International Fan Fest™ e formas alternativas do mesmo evento. Essa descrição é feita colocando o evento dentro do quadro teórico dos megaeventos esportivos e as transformações nas quais estão inseridos. Palavras-chave: África do Sul, Copa do Mundo, FIFA Fan Fest™, futebol. Abstract: In 2010, for the second time FIFA organized the FIFA Fan Fest™ in the country that hosted the World Cup, and for the fi rst time created a international version of the event in big cities over the world. The present paper describes the FIFA Fan Fest™, taking account their organization model, the public interaction, the International Fan Fest™ and the alternatives forms of the same event. This description is done framing the event with mega-events theoretical approach and the cultural changes within they are.
Resumo Um dos desafios dos estudos em comunicação está na aproximação entre o universo acadêmico ... more Resumo Um dos desafios dos estudos em comunicação está na aproximação entre o universo acadêmico e o profissional. Essa relação pode ser estreitada através de um trabalho empírico baseado em métodos etnográficos. A utilização dessa metodologia assentados na observação e na entrevista favorece uma análise dos processos microssociais melhorando o entendimento sobre rotinas diárias, a estrutura burocrática, competição interna, ideologias profissionais, relação com as fontes e práticas culturais do mundo do jornalismo, salientando o papel da ação individual nos processos sociais. Destacando, em especial, a entrevista de pesquisa, o presente trabalho problematiza algumas questões como o posicionamento científico da entrevista, a sua neutralidade e a relação social que se cria entre o pesquisador (acadêmico) e o pesquisado (jornalista). Para que essa relação produza bons resultados é preciso que o pesquisador diminua as diferenças, criando um ambiente de confiança, reduzindo os riscos da violência simbólica, facilitando o processo de compreensão e recolha dos discursos. O entrevistador tem que conseguir que o entrevistado seja capaz de problematizar as suas ações, sendo capaz de falar da sua realidade como um objeto de pesquisa. Concretizando essas condições a relação estabelecida através dos métodos de pesquisa permitirão a produção de um conhecimento dialético-ainda mais enriquecido pelo alto grau de reflexividade dos jornalistas-que além de produzir bons resultados acadêmicos permitirão aproximar o mundo dos jornalistas e dos acadêmicos, sendo mutuamente benéficos. Palavras-chave: Jornalismo; métodos etnográficos; entrevista de pesquisa; conhecimento dialético. Abstract One of the challenges of the studies in the Field of Communication is the coming together between the academic world and the professional world. This relationship can be increased through an empiric work based on ethnographic methods. The use of this kind of methodology is based on the participant observation and interview make possible an analysis of the micro social realities, improving the understanding of the daily routines, the bureaucratic structure, inside competition, professional ideologies, relationship with the sources and cultural practices in the world of journalism, highlighting the role of individual action in the social structure. This work pays special attention to the Interview as a method of qualitative research and poses some questions about the neutrality and the relationship it creates between the researcher and the journalist. In order to produce good results it is necessary that the researcher minimizes the differences between then, creating an environment of trust, reducing the risks of symbolic
Nowadays, the big football clubs in Europe are considered to be like
multinationals corporations ... more Nowadays, the big football clubs in Europe are considered to be like multinationals corporations because their revenue, their market size and the number of fans all over the world. The clubs that reached this level presented three characteristics: professionalization of their administrative staff, a reorganization of their economic model and high mediatisation of their image. Despite the fact that Benfica is not a member of the Big Five leagues, the Portuguese club manage to be in 26th place of the Deloitte Football League. Last season Benfica decided to broadcast their home matches at their own TV channel. It was a unique decision in the world that raised a lot of questions about the viability of the project. The mediatisation of the game is one of the main economic pillars of the football industry, therefore the risks for the Portuguese club. The case of Benfica TV is representative of the three characteristics mentioned because it deals with new types of professional workers in the club, a new business models and a significant change in the flux of information. Furthermore, these changes in the communications strategies and information network create new possibilities relationships with the fans who become an important part of the equation as TV viewers. Based on the analysis of the particularities of Benfica it is possible to see new approaches to manage the football club brand, placing the club as the key element for building his image and the gatekeeper of the information process.
Resumo Por influência das novas tecnologias da comunicação, o mercado midiático se transforma e s... more Resumo Por influência das novas tecnologias da comunicação, o mercado midiático se transforma e surgem novos atores. Clubes de Futebol investem na comunicação e passam a ter os seus próprios produtos de mídia. Para avaliar a posição desses novos atores no mercado da mídia, e tendo por base na análise crítica do discurso proposta por Fairclough, este trabalho investiga dois produtos de mídia produzidos pelo Botafogo Futebol e Regatas por conta da contratação de Clarence Seedorf. Esse investimento em comunicação está ligado uma busca por uma maximização de receitas e comercialização do futebol, e o ídolo esportivo tem um papel fundamental na expansão dos mercados. Abstract The new media technologies allowed the entrance of new players in the market. Football clubs developed their own media department and invested in media products. In order to examine the new players position in the market, based in the Fairclough´s Critical Discourse Analysis, this paper research two media products made by Botafogo Futebol e Regatas surrounding the time of Seedorf signing. This investment in communication is strategic to a maximization of revenues and a commodification of football, and the sport-star plays a key role in the expansion of markets.
Resumo: Em 2010, pela segunda vez a FIFA promoveu o evento FIFA Fan Fest™ no país que sediou a Co... more Resumo: Em 2010, pela segunda vez a FIFA promoveu o evento FIFA Fan Fest™ no país que sediou a Copa do Mundo, e pela primeira vez criou uma versão internacio-nal do evento em grandes cidades ao redor do mundo. O presente trabalho faz uma descrição das FIFA Fan Fests™, tendo em conta a sua forma organização, a intera-ção do público, a International Fan Fest™ e formas alternativas do mesmo evento. Essa descrição é feita colocando o evento dentro do quadro teórico dos megaeventos esportivos e as transformações nas quais estão inseridos. Palavras-chave: África do Sul, Copa do Mundo, FIFA Fan Fest™, futebol. Abstract: In 2010, for the second time FIFA organized the FIFA Fan Fest™ in the country that hosted the World Cup, and for the fi rst time created a international version of the event in big cities over the world. The present paper describes the FIFA Fan Fest™, taking account their organization model, the public interaction, the International Fan Fest™ and the alternatives forms of the same event. This description is done framing the event with mega-events theoretical approach and the cultural changes within they are.
Resumo Um dos desafios dos estudos em comunicação está na aproximação entre o universo acadêmico ... more Resumo Um dos desafios dos estudos em comunicação está na aproximação entre o universo acadêmico e o profissional. Essa relação pode ser estreitada através de um trabalho empírico baseado em métodos etnográficos. A utilização dessa metodologia assentados na observação e na entrevista favorece uma análise dos processos microssociais melhorando o entendimento sobre rotinas diárias, a estrutura burocrática, competição interna, ideologias profissionais, relação com as fontes e práticas culturais do mundo do jornalismo, salientando o papel da ação individual nos processos sociais. Destacando, em especial, a entrevista de pesquisa, o presente trabalho problematiza algumas questões como o posicionamento científico da entrevista, a sua neutralidade e a relação social que se cria entre o pesquisador (acadêmico) e o pesquisado (jornalista). Para que essa relação produza bons resultados é preciso que o pesquisador diminua as diferenças, criando um ambiente de confiança, reduzindo os riscos da violência simbólica, facilitando o processo de compreensão e recolha dos discursos. O entrevistador tem que conseguir que o entrevistado seja capaz de problematizar as suas ações, sendo capaz de falar da sua realidade como um objeto de pesquisa. Concretizando essas condições a relação estabelecida através dos métodos de pesquisa permitirão a produção de um conhecimento dialético-ainda mais enriquecido pelo alto grau de reflexividade dos jornalistas-que além de produzir bons resultados acadêmicos permitirão aproximar o mundo dos jornalistas e dos acadêmicos, sendo mutuamente benéficos. Palavras-chave: Jornalismo; métodos etnográficos; entrevista de pesquisa; conhecimento dialético. Abstract One of the challenges of the studies in the Field of Communication is the coming together between the academic world and the professional world. This relationship can be increased through an empiric work based on ethnographic methods. The use of this kind of methodology is based on the participant observation and interview make possible an analysis of the micro social realities, improving the understanding of the daily routines, the bureaucratic structure, inside competition, professional ideologies, relationship with the sources and cultural practices in the world of journalism, highlighting the role of individual action in the social structure. This work pays special attention to the Interview as a method of qualitative research and poses some questions about the neutrality and the relationship it creates between the researcher and the journalist. In order to produce good results it is necessary that the researcher minimizes the differences between then, creating an environment of trust, reducing the risks of symbolic
Nowadays, the big football clubs in Europe are considered to be like
multinationals corporations ... more Nowadays, the big football clubs in Europe are considered to be like multinationals corporations because their revenue, their market size and the number of fans all over the world. The clubs that reached this level presented three characteristics: professionalization of their administrative staff, a reorganization of their economic model and high mediatisation of their image. Despite the fact that Benfica is not a member of the Big Five leagues, the Portuguese club manage to be in 26th place of the Deloitte Football League. Last season Benfica decided to broadcast their home matches at their own TV channel. It was a unique decision in the world that raised a lot of questions about the viability of the project. The mediatisation of the game is one of the main economic pillars of the football industry, therefore the risks for the Portuguese club. The case of Benfica TV is representative of the three characteristics mentioned because it deals with new types of professional workers in the club, a new business models and a significant change in the flux of information. Furthermore, these changes in the communications strategies and information network create new possibilities relationships with the fans who become an important part of the equation as TV viewers. Based on the analysis of the particularities of Benfica it is possible to see new approaches to manage the football club brand, placing the club as the key element for building his image and the gatekeeper of the information process.
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multinationals corporations because their revenue, their market size and the number of
fans all over the world. The clubs that reached this level presented three characteristics:
professionalization of their administrative staff, a reorganization of their economic
model and high mediatisation of their image. Despite the fact that Benfica is not a
member of the Big Five leagues, the Portuguese club manage to be in 26th place of the
Deloitte Football League. Last season Benfica decided to broadcast their home matches
at their own TV channel. It was a unique decision in the world that raised a lot of
questions about the viability of the project. The mediatisation of the game is one of the
main economic pillars of the football industry, therefore the risks for the Portuguese
club. The case of Benfica TV is representative of the three characteristics mentioned
because it deals with new types of professional workers in the club, a new business
models and a significant change in the flux of information. Furthermore, these changes
in the communications strategies and information network create new possibilities
relationships with the fans who become an important part of the equation as TV
viewers. Based on the analysis of the particularities of Benfica it is possible to see new
approaches to manage the football club brand, placing the club as the key element for
building his image and the gatekeeper of the information process.
multinationals corporations because their revenue, their market size and the number of
fans all over the world. The clubs that reached this level presented three characteristics:
professionalization of their administrative staff, a reorganization of their economic
model and high mediatisation of their image. Despite the fact that Benfica is not a
member of the Big Five leagues, the Portuguese club manage to be in 26th place of the
Deloitte Football League. Last season Benfica decided to broadcast their home matches
at their own TV channel. It was a unique decision in the world that raised a lot of
questions about the viability of the project. The mediatisation of the game is one of the
main economic pillars of the football industry, therefore the risks for the Portuguese
club. The case of Benfica TV is representative of the three characteristics mentioned
because it deals with new types of professional workers in the club, a new business
models and a significant change in the flux of information. Furthermore, these changes
in the communications strategies and information network create new possibilities
relationships with the fans who become an important part of the equation as TV
viewers. Based on the analysis of the particularities of Benfica it is possible to see new
approaches to manage the football club brand, placing the club as the key element for
building his image and the gatekeeper of the information process.