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O papel do TikTok na relação da geração Z com a música em Portugal
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Resumo(s)
O mundo digital no qual vivemos tem transformado cada vez mais todas as envolventes do dia a dia, incluindo a indústria musical. Esta digitalização tem impactado os hábitos de consumo e comportamentos, em especial da geração Z, a primeira a crescer com tecnologia e meios digitais, mais especificamente com redes sociais. Estas plataformas, em particular o TikTok, têm revolucionado o consumo, distribuição e streaming de músicas, fazendo com que, do dia para a noite, as músicas virais, tendo se tornado um novo meio de promoção para os artistas.
Assim, o presente estudo tem como principal objetivo compreender o papel do TikTok na relação da geração Z com a música em Portugal, quer a nível do consumo e hábitos musicais, quer na descoberta de novas canções e artistas e na proximidade que a aplicação proporciona entre estes e os seus fãs. Para tal, foi delineada uma metodologia quantitativa, com a aplicação de um inquérito por questionário a indivíduos da geração Z em Portugal e que tenham a aplicação TikTok. Os resultados do estudo mostram que a aplicação tem um papel relevante na forma como a geração Z interage com a música, tanto ao nível dos seus hábitos de consumo, como na descoberta de novas canções e artistas, e ainda na perceção de ligação e interação entre os artistas e os seus ouvintes.
The digital world in which we live has increasingly transformed all aspects of daily life, including the music industry. This digitalization has impacted consumption habits and behaviors, particularly among Generation Z, the first to grow up fully immersed in technology and digital media, especially social media. These platforms, particularly TikTok, have revolutionized the consumption, distribution, and streaming of music, making songs go viral overnight and becoming a new means of promotion for artists. The main objective of this study is to understand the impact of TikTok on Generation Z’s relationship with music in Portugal, both in terms of musical consumption and listening habits, as well as in the discovery of new songs and artists, and in the closeness that the application fosters between them and their fans. To achieve this, a quantitative methodology was designed, applying a questionnaire survey to Generation Z individuals in Portugal who use TikTok. This study concluded that the platform plays a highly significant role in how Generation Z interacts with music, not only in terms of consumption habits but also in the discovery of new songs and artists, as well as in the perception of connection and interaction between artists and their audiences.
The digital world in which we live has increasingly transformed all aspects of daily life, including the music industry. This digitalization has impacted consumption habits and behaviors, particularly among Generation Z, the first to grow up fully immersed in technology and digital media, especially social media. These platforms, particularly TikTok, have revolutionized the consumption, distribution, and streaming of music, making songs go viral overnight and becoming a new means of promotion for artists. The main objective of this study is to understand the impact of TikTok on Generation Z’s relationship with music in Portugal, both in terms of musical consumption and listening habits, as well as in the discovery of new songs and artists, and in the closeness that the application fosters between them and their fans. To achieve this, a quantitative methodology was designed, applying a questionnaire survey to Generation Z individuals in Portugal who use TikTok. This study concluded that the platform plays a highly significant role in how Generation Z interacts with music, not only in terms of consumption habits but also in the discovery of new songs and artists, as well as in the perception of connection and interaction between artists and their audiences.
Descrição
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
TikTok Música Geração Z Redes sociais Indústria musical