Perceções do telespectador sobre o engagement nas redes sociais digitais de conteúdos desportivos

: uma análise do programa televisivo Golf & Golfistas

Abstract

The present internship report aims to combine to practical experience of four months in the audiovisual department of the CN Sports company and its objective of investigating what motivates the viewer of a television program of sports content to engage in its digital social networks, particularly the analysis of a television program Golf & Golfistas.In the first phase, bibliographical works were selected which resulted in the theoretical framework. The methodological strategy involved content analysis of CN Sports’ Facebook and Instagram, an exploratory interview with the person responsible for the digital social networks in evidence and semi-structured interviews with nine viewers and followers of digital social networks pages corresponding to television program. The later data was analyzed true thematic analysis.The results identify 17 motivations: close relationship with golf, information, convenience, congruent exposure with a content, content, format, frequency, schedule, gamification, interpersonal connection, learning, entertainment, pride, humor, quality, integration and social interaction, esteem. The study becomes theoretically important due to the scarcity of studies regarding engagement digital social networks specifically for golf, and, in a practical sense, it is aimed to those responsible for digital social networks in sports sector, in order to help improve the perception of those who seek to reach this niche, including the company under study.

Date of Award	23 Feb 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)