THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASIL

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Abstract


The article presents the results of an empirical study, which was held shortly before of the 2018 FIFA World Cup. The goal was to identify the features of the presentation of the Brazilian teams in social networks. The hypothesis that the authors tested was that popular teams have Internet resources that are very close to the ideal model. The authors identified the existing parameters of the ideal Facebook page and the ideal account model in Instagram and then extrapolated the results to the most ranked, according to official statistics, Facebook pages devoted to football: the Brazilian Football Confederation, the Flamengo clubs (Rio de Janeiro) and Corinthians (Sao Paulo). Accordingly, Instagram accounts of the same organizations were also studied. The results did not confirm the hypothesis and revealed communicative problems in the interaction of Brazilian football clubs with their fans in social networks.


About the authors

Natalya Evgenevna Rastorgueva

Peoples’ Friendship University of Russia

Author for correspondence.
Email: rastorgueva_ne@pfur.ru
10/2, Miklukho-Maklaya str., Moscow, 117198, Russian Federation

Candidate of Philology, Assistant Professor of the Department of Theory and History of Journalism, Peoples’ Friendship University

Alvarenga Dayanna Delfino

Peoples’ Friendship University of Russia

Email: alvarenga.dayanna@gmail.com
10/2, Miklukho-Maklaya str., Moscow, 117198, Russian Federation

PHD student, Department of Mass Communication, Peoples’ Friendship University

Sofiya Igorevna Agafonova

Peoples’ Friendship University of Russia

Email: sofiya-sarov@mail.ru
10/2, Miklukho-Maklaya str., Moscow, 117198, Russian Federation

applicant of Department of Mass Communication, Peoples’ Friendship University

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Copyright (c) 2018 Rastorgueva N.E., Delfino A.D., Agafonova S.I.

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