O papel do Instagram na criação de envolvimento com as audiências
: um estudo do Reality Show Big Brother 2022

  • Maria Madalena de Fonseca da Costa de Oliveira Santos (Student)

Student thesis: Master's Thesis


The aim of this internship report is to identify whether the social network Instagram leads to more people watching the reality TV show Big Brother on Tvi. The aim is to understand whether there is a direct relationship between television and Instagram and vice versa, or whether they are just two different media with different audiences. The research is based on two chapters, one of which deals with marketing, communication, and its potential as a creator of involvement, and the other with television and its process of change, including the evolution of reality shows, specifically Big Brother. The methodology proposed was quantitative and qualitative, specifically questionnaire surveys of a diverse group and interviews with two people who are directly linked to the
programme. In this way, during this internship report, we cross-referenced and analysed the concepts of digital marketing, content marketing, Instagram and television entertainment as successful support for the creation of the Big Brother reality show. This project highlighted the importance of the presence of digital social networks in its communication strategies, with the aim of reaching the largest number of young people and young adults, arousing curiosity and interest in the entertainment programme. We also concluded that Instagram
has become an important communication tool, but not so powerful as to get young people to watch the programme in its entirety, but only the most impactful and controversial episodes.
Date of Award18 Jan 2024
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCatarina Duff Burnay (Supervisor)


  • Content marketing
  • Instagram
  • Big Brother
  • Digital communication
  • Television


  • Mestrado em Ciências da Comunicação

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