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Abstract(s)
DeVaney (2015) descreve os Millennials – nascidos entre 1981 e 2000 – como uma geração criativa, focada em soluções, mais motivada por “marketing de causas” do que por “recompensas monetárias”, socialmente consciente e com espírito de equipa. Somamos a isto o facto de “a sociedade civil portuguesa apresentar uma reduzida participação em movimentos sociais”, para além de que “só recentemente as ONG portuguesas começaram a apostar na área do marketing” (Franco, 2015). Tendo por base este contexto, e de forma a melhor adequar a proposta apresentada neste projeto, foi realizada uma investigação de suporte com o objetivo de perceber as causas para a participação – ou não participação – dos jovens em iniciativas de natureza humanitária.
Para tal, optou-se por uma pesquisa de tipo qualitativo, em que foram realizados dois focus group, enquanto técnica de recolha de informação, junto de dois grupos de jovens: um grupo composto por não ativos no apoio a causas sociais e o outro por ativos, com experiência prévia de voluntariado. Para sistematizar a informação obtida, recorreu-se à técnica da análise de conteúdo categorial temática, segundo o modelo proposto por Laurence Bardin. Entre os resultados da pesquisa, concluiu-se que existe uma predisposição e um interesse dos Millennials em relação à prática de trabalho de natureza social, mas falta iniciativa, tempo, comprometimento e, muitas vezes, espaço nas próprias organizações para os jovens exercerem as suas contribuições sociais.
ABSTRACT: DeVaney (2015) describes the Millennials – born between 1981 and 2000 – as a creative, solution-driven generation, more motivated by “cause marketing” than by “monetary rewards”, socially conscious and team spirit. We add to this the fact that “Portuguese civil society has a low participation in social movements”, in addition to “only recently Portuguese NGOs started investing on marketing” (Franco, 2015). Based on this context, and in order to better adapt the proposal presented in this project, a support research was held with the aim of understanding the causes for the participation – or non-participation – of young people in humanitarian initiatives. To that end, a qualitative type of research was chosen, in which two focus groups were carried out as an information gathering technique, with two groups of young participants; one group consisting of non-actives in support of social causes and the other consisting of actives, with previous experience in volunteering. In order to systematize the information obtained, the technique used was the content thematic-categorical analysis, according to the model proposed by Laurence Bardin. Among the results of this research, it was concluded that there is a predisposition and an interest of Millennials in relation to the practice of social works, but there is also a lack of initiative, time, commitment and space, in the organizations themselves, for young people to make their social contributions.
ABSTRACT: DeVaney (2015) describes the Millennials – born between 1981 and 2000 – as a creative, solution-driven generation, more motivated by “cause marketing” than by “monetary rewards”, socially conscious and team spirit. We add to this the fact that “Portuguese civil society has a low participation in social movements”, in addition to “only recently Portuguese NGOs started investing on marketing” (Franco, 2015). Based on this context, and in order to better adapt the proposal presented in this project, a support research was held with the aim of understanding the causes for the participation – or non-participation – of young people in humanitarian initiatives. To that end, a qualitative type of research was chosen, in which two focus groups were carried out as an information gathering technique, with two groups of young participants; one group consisting of non-actives in support of social causes and the other consisting of actives, with previous experience in volunteering. In order to systematize the information obtained, the technique used was the content thematic-categorical analysis, according to the model proposed by Laurence Bardin. Among the results of this research, it was concluded that there is a predisposition and an interest of Millennials in relation to the practice of social works, but there is also a lack of initiative, time, commitment and space, in the organizations themselves, for young people to make their social contributions.
Description
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Marketing social Millennials Ativismo Organizações não governamentais AMI - Assistência Médica Internacional Portugal Branded content Social marketing Activism Non-governmental organizations AMI - International Medical Assistance
Citation
Bender, J.H. (2018). Projeto de branded content site: a marca digital da AMI. Trabalho de projeto do mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social