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

Cover Page

Cite item

Full Text

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

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

10/2, Miklukho-Maklaya str., Moscow, 117198, Russian Federation

Alvarenga Dayanna Delfino

Peoples’ Friendship University of Russia

Email: alvarenga.dayanna@gmail.com

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

10/2, Miklukho-Maklaya str., Moscow, 117198, Russian Federation

Sofiya Igorevna Agafonova

Peoples’ Friendship University of Russia

Email: sofiya-sarov@mail.ru

applicant of Department of Mass Communication, Peoples’ Friendship University

10/2, Miklukho-Maklaya str., Moscow, 117198, Russian Federation

References

  1. Al’-Hanaki D.A-N., Algavi L.O. Funkczii soczialnyh media [Social Media Functions]. RUDN Journal of Studies in Literature and Journalism. 2012. No. 3. P. 56—62.
  2. Voytik E.А. Konstruirovanie informacionnogo prostranstva v sportivnoj mediakommunikacii Rossii [Designing an Information Space in Sports Media Communication in Russia]. Scientific Bulletins of the Belgorod State University. Series: The humanities. 2014. No. 13. T. 22. P. 167— 174.
  3. Volkova I.I., Guzhviy D.A. Interaktivnyj podhod k izmereniyu ehffektivnosti kontenta v novyh media: postanovka problemy [Integrative Approach to Measuring The Effectiveness Of Content in New Media]. RUDN Journal of Studies in Literature and Journalism. 2017. No. 3. P. 532—543.
  4. Volkova I.I. Pokolencheskaya specifika vospriyatiya igrovogo medijnogo kontenta [Generational Specifics in Perception of Gaming Media Content]. Modern Problems of Science and Education. 2013. No. 6.
  5. FIFA: matchi CHM-2014 po futbolu posmotreli 3,2 mlrd telezritelej [2014 FIFA World Cup reached 3.2 billion viewers]. URL: http://tass.ru/sport/2533640 (accessed: 20.06.2018).
  6. Brasil é o maior usuário de redes sociais da América Latina. URL: http://forbes.uol.com.br/ fotos/2016/06/brasil-e-o-maior-usuario-de-redes-sociais-da-america-latina/ (accessed: 20.06.2018).
  7. Brazil Facebook page statistics. URL: https://www.socialbakers.com/statistics /facebook/pages/ total/brazil/sport/ (accessed: 02.08.2017).
  8. Clube de Regatas do Flamengo. URL: https://www.facebook.com/FlamengoOficial/ (accessed: 20.06.2018).
  9. Confederação Brasileira de Futebol. URL: https://www.facebook.com/CBF/ (accessed 20.06.2018).
  10. FIFA. Informe de finanzas 2014. URL: https://resources.fifa.com/mm/ document/affederation/ administration/02/56/80/39/fr2014webes_spanish.pdf (accessed: 20.06.2018).
  11. Kotler P. Administração de marketing. 11° ed. São Paulo: Prentice Hall, 2000. P. 659.
  12. Madruga R. Guia de implementação de Marketing de Relacionamento e CRM. São Paulo: Atlas, 2010. P. 6.
  13. McKenna R. Marketing de relacionamento: estratégias bem-sucedidas para a era do cliente. Rio de Janeiro: Campus, 1993. P. 6.
  14. Strauss, W., Howe, N. The Fourth Turning: An American Prophecy. — What the Cycles of History Tell Us About America’s Next Rendezvous with Destiny. N.-Y.: Broadway Books. 1997.
  15. SC Corinthians Paulista. URL: https://www.facebook.com/corinthians/ (accessed: 20.06.2018).

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

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

This website uses cookies

You consent to our cookies if you continue to use our website.

About Cookies