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Authors
Advisor(s)
Abstract(s)
O muay thai, enquanto arte marcial e modalidade desportiva, carece ainda de algum
reconhecimento em Portugal. Para além deste facto, é importante referir que existem outras
modalidades de combate presentes há mais tempo na mente dos portugueses, merecendo
inclusivamente maior destaque por parte dos media, sendo por isso necessário divulgar a
modalidade, através da apresentação das suas especificidades e características
diferenciadoras. Nesse sentido, o presente projeto destina-se à divulgação do muay thai em
Portugal, através do desenvolvimento de conteúdos vídeo para um canal do Youtube da
Federação Portuguesa de Kickboxing e Muay Thai.
O projeto é composto por uma componente teórica e uma prática, sendo a primeira a
contextualização das temáticas envolvidas e a segunda a parte empírica do
desenvolvimento do projeto (das ideias iniciais à fase conclusiva do projeto, onde se
pretende concluir com a criação de conteúdos para o canal de Youtube). Com este projeto,
o mestrando pretende compreender até que ponto uma abordagem distinta do desporto,
enquanto forma de entretenimento, poderá surtir efeitos positivos na divulgação e
afirmação de uma modalidade desportiva. Como é que o Youtube, utilizado como uma
plataforma de partilha de informação e conteúdo, será capaz de impactar os indivíduos e de
que forma poderá permitir que estes se relacionem de forma mais intensa com uma
atividade ou um desporto? Como resultado, espera-se um aprofundamento de
conhecimentos teóricos e práticos, na área de Publicidade e Marketing.
ABSTRACT: Muay thai, as a martial art and sport, is still suffering from a lack of recognition in Portugal. Beside that, it´s important to say that there are other martial arts and sports that have been present in the mind of people for a longer period of time, so they conquer more prominence on media. It´s necessary to disclose the sport, differentiating it from the others through the presentation and contextualization of its specific features and characteristic. In this sense, this project aim to disseminate muay thai in Portugal, by developing video contents for one Youtube Channel, representing the Portuguese Kickboxing and Muay Thai Federation. This project is composed by a theoretical and practical parts. The first one is the contextualization of the themes involved, and the second phase is the empirical part of the project development (from the initial ideas to the concluding phase of the project, where we intend to conclude with the creation of a Youtube channel). With this project, the master degree student aim to understand until what point a distinctive approach to sport, as a way of entertainment, could produce good results on the disclosure and affirmation of a sport. How will Youtube, used as a platform to share information and content, be able to impact individuals and lead them to be more closely relate to a specific theme, activity or sport? As a result, is expected to strength the knowledge, both theoretical and practical in the field of Advertising and Marketing.
ABSTRACT: Muay thai, as a martial art and sport, is still suffering from a lack of recognition in Portugal. Beside that, it´s important to say that there are other martial arts and sports that have been present in the mind of people for a longer period of time, so they conquer more prominence on media. It´s necessary to disclose the sport, differentiating it from the others through the presentation and contextualization of its specific features and characteristic. In this sense, this project aim to disseminate muay thai in Portugal, by developing video contents for one Youtube Channel, representing the Portuguese Kickboxing and Muay Thai Federation. This project is composed by a theoretical and practical parts. The first one is the contextualization of the themes involved, and the second phase is the empirical part of the project development (from the initial ideas to the concluding phase of the project, where we intend to conclude with the creation of a Youtube channel). With this project, the master degree student aim to understand until what point a distinctive approach to sport, as a way of entertainment, could produce good results on the disclosure and affirmation of a sport. How will Youtube, used as a platform to share information and content, be able to impact individuals and lead them to be more closely relate to a specific theme, activity or sport? As a result, is expected to strength the knowledge, both theoretical and practical in the field of Advertising and Marketing.
Description
Trabalho de projeto submetido como requisito parcial para obtenção do grau de mestre em publicidade e marketing.
Keywords
Marketing Desporto Artes marciais - Muay Thai Plano de marketing Redes sociais YouTube Content marketing Sports Martial arts - Muay Thai Marketing plan Social networks sites
Citation
CHITAS, João Pedro Oliveira - Divulgação do Muay Thai em Portugal : plano de content marketing para a rede social youtube. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Trabalho de projeto.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social