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Authors
Advisor(s)
Abstract(s)
As evoluções tecnológicas têm vindo a contribuir para várias mudanças a nível social, entre elas a forma como as pessoas comunicam. A questão da opinião pública anda a par com a comunicação, na medida em que os profissionais de Relações Públicas, tanto nos negócios como nas questões governamentais, aproveitaram esta lógica para usufruírem dos media de rápido crescimento e influenciar os indivíduos, que se encontravam mais dispostos à persuasão. O profissional de Relações Públicas vê-se então confrontado com a necessidade de desenvolver estratégias de comunicação ajustadas à nova realidade e estabelecer ligações e relações com influenciadores.
Devido a todas as novas formas de se comunicar, os media tradicionais deram também lugar a outros elementos capazes de exercer influência no processo de comunicação: os influenciadores digitais. Estes influenciadores conseguem intervir nas mensagens e afetar as comunidades digitais, onde os diferentes conteúdos são divulgados de forma rápida e fácil.
Com a adaptação das organizações a esta nova dinâmica da evolução digital, é necessário encontrar as melhores formas de fazer a ponte entre estas e os seus públicos, identificando relações e interlocutores privilegiados que contribuam para as legitimar e reforçar as suas políticas de goodwill. Propomo-nos, portanto, abordar na presente dissertação a nova atividade de comunicação através do digital e procurar entender como os influenciadores digitais podem ser essenciais para as estratégias de Relações Públicas, recorrendo a um conjunto de testemunhos de youtubers portugueses com um elevadíssimo número de seguidores.
ABSTRACT: Technological developments have been contributing to a number of social changes, such as the way people communicate. The issue of public opinion goes hand in hand with communication as Public Relations professionals, both in business and government affairs, have taken advantage of this logic to take advantage of the fast-growing media and to influence individuals who were willing to persuasion. The Public Relations professional is then confronted with the need to develop communication strategies adjusted to the new reality and establish links and relationships with influencers. Because of all the new ways of communicating, traditional media also gave way to other elements that could influence the communication process: digital influencers. These influencers are able to intervene in the messages and effect the digital communities, where the different contents are disseminated quickly and easily. With the adaptation of organizations to this new dynamics of digital evolution, it is necessary to find the best ways to bridge the gap between these and their audiences by identifying relationships and privileged interlocutors that help them legitimize and reinforce their goodwill policies. We propose, therefore, to approach in the present dissertation the new activity of communication through the digital and to try to understand how the digital influencers can be essential for the strategies of Public Relations, resorting to a set of testimonies of Portuguese youtubers with a very high number of followers.
ABSTRACT: Technological developments have been contributing to a number of social changes, such as the way people communicate. The issue of public opinion goes hand in hand with communication as Public Relations professionals, both in business and government affairs, have taken advantage of this logic to take advantage of the fast-growing media and to influence individuals who were willing to persuasion. The Public Relations professional is then confronted with the need to develop communication strategies adjusted to the new reality and establish links and relationships with influencers. Because of all the new ways of communicating, traditional media also gave way to other elements that could influence the communication process: digital influencers. These influencers are able to intervene in the messages and effect the digital communities, where the different contents are disseminated quickly and easily. With the adaptation of organizations to this new dynamics of digital evolution, it is necessary to find the best ways to bridge the gap between these and their audiences by identifying relationships and privileged interlocutors that help them legitimize and reinforce their goodwill policies. We propose, therefore, to approach in the present dissertation the new activity of communication through the digital and to try to understand how the digital influencers can be essential for the strategies of Public Relations, resorting to a set of testimonies of Portuguese youtubers with a very high number of followers.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Keywords
Relações públicas Influenciadores digitais YouTube Estratégias Social media Public relations Digital influencers Strategy Portugal
Citation
Nunes, R.A.O. (2018). Influenciadores digitais made in Portugal: contributo dos novos opinion makers para as estratégias de relações públicas. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social