A emergência e impacto de repórteres digitais no envolvimento da audiência

: estudo de caso: “Morangos com Açúcar"

Abstract

In today's media landscape, integrating digital strategies with traditional television formats has become crucial to capturing the audience's attention and generating interaction. The rise of digital reporters, who act as intermediaries between production and audience, offers a new perspective on how television programs can engage viewers in a more direct and personalized way. This internship report explores the emerging role of digital reporters, focusing on the case study of the Portuguese series ‘Morangos com Açúcar’. Using a mixed research methodology that combines the analysis of exploratory interviews, a questionnaire survey of the series‘ followers and participant observation by the researcher, the report's main objective is to answer the question: “What is the digital reporter’s influence on the engagement of the digital audience of the series ”Morangos com Açúcar’?’. It also aims to understand the beginnings of digital reporters in entertainment programs on the TVI television station, particularly in the ‘Morangos com Açúcar’ series, and to assess viewers' reactions to specific digital approaches. The results indicate a significant preference for content that includes the direct participation of the digital reporter, demonstrating her role in creating a closer connection with the audience.

Date of Award	15 Jan 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cátia Ferreira (Supervisor)