A influência da cultura participativa e do social media marketing nos produtos televisivos

  • Mariana Miranda Figueiredo (Student)

Student thesis: Master's Thesis


With the emergence of the new digital media, the mediatic ecosystem suffered substantialchanges that decisively influenced all aspects of human life. Therefore, it emerges fromthe convergence culture, which represents an attempt at capturing this continuouslychanging and contradictory media landscape, where new and old media meet and developcomplex relationships between each other. The impetus of the participatory culture standsout as the main cultural manifestation of the convergence, crucial in the current revolutionof traditional television. Thereby, it is urgent to rethink the communication strategy oftelevision products, integrating in its planning social media marketing, as well as showingproof of the growing importance of celebrities’ culture.Consequently, the aim of this report is to understand in which way the marketingstrategies of television products evolved and were adapted to the media convergencecontext, using as case study O Programa da Cristina to observe the communicational andcultural phenomena in study. The investigation techniques used were the documentalanalysis of 2019’s Digital Report of Impresa Group, the content analysis of SIC and OPrograma da Cristina’s Instagram accounts, and the analysis of interviews from SIC’sBrand Manager and SIC’s Digital Marketing Manager.The present internship report concludes that not only television is being revolutionized,but also that consumer experience is being redefined, and certainly progressing towardsa more interactive experience. Thus, the communication strategy of television products exceed the boundary of its media, imposing itself in social networks, using tools to create engagement and proximity with the audience, with the purpose of encouraging it to migrate from the digital environment to the television. Also, the “celebrity” factor is decisive for the success of digital strategy and television products.
Date of Award1 Mar 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAna Jorge (Supervisor)


  • New media
  • Convergence culture
  • Participatory culture
  • Social networks
  • Social media
  • Marketing
  • Celebrity culture
  • Post-network television
  • Television products


  • Mestrado em Ciências da Comunicação

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