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Estratégias Mediáticas Digitais Digital Media N º 4 3 N O V E M B R O 2 0 2 0 N O V E M B E R 2 0 2 0 EDIÇÃO ESPECIAL SPECIAL EDITION E S T R A T É G I A S M E D I Á T I C A S D I G I T A I S D I G I T A L M E D I A S T R A T E G I E S DIRECTORA DIRECTOR ELISA CERVEIRA EDIÇÃO ESPECIAL SPECIAL EDITION E S T R A T É G I A S M E D I Á T I C A S D I G I T A I S D I G I T A L M E D I A S T R A T E G I E S EDITORES EDITORS VASCO RIBEIRO THAÏS DE MENDONÇA JORGE JOÃO FIGUEIRA CAPA: Ilustração: Heitor Alvelos, 2020 REVISTA PRISMA.COM ISSN: 1646-3153 DOI: https://doi.org/10.21747/16463153/43 Peridiocidade: Semestral Directora Director Elisa Cerveira Conselho Editorial Editorial Board António Machuco Rosa, Universidade do Porto, Faculdade de Letras, Portugal Armando Malheiro da Silva, Universidade do Porto - Faculdade de Letras, Portugal Fernando Zamith, Universidade do Porto - Faculdade de Letras, Portugal Helena Sousa, Universidade do Minho, Instituto de Ciências Sociais, Portugal Maria Manuela Cardoso, Instituto Politécnico do Porto, ISCAP, Portugal Óscar Mealha, Universidade de Aveiro, Departamento de Comunicação e Arte, Portugal Paulo Faustino, Universidade do Porto, Faculdade de Letras, Portugal Gestão de informação Information management Sara Jesus Gomes Pereira, Universidade do Minho, Instituto de Ciências Sociais, Portugal Mariana Paula Martins Selas, Universidade do Porto - Faculdade de Letras, Portugal Raquel Graça, Universidade do Porto - Faculdade de Letras, Portugal Comissão Científica Editorial Comission Alfredo Pena-Vega, IIAC, Institut Interdisciplinaire d'Anthropologie du Contemporain - Centre Edgar Morin, França Ana Isabel Reis, Universidade do Porto, Faculdade de Letras, Portugal Ana Lúcia Terra, Instituto Politécnico do Porto, ISCAP, Portugal Ana Margarida Pisco Almeida, Universidade de Aveiro, Portugal António Machuco Rosa, Universidade do Porto, Faculdade de Letras, Portugal Armando Malheiro da Silva, Universidade do Porto - Faculdade de Letras, Portugal Brasilina Passarelli, Universidade de São Paulo, Escola de Comunicações e Artes, Brasil Carla Conti de Freitas, Universidade Estadual de Goiás (Campus Inhumas), Brasil Carlos Ávila de Araújo, Universidade Federal de Minas Gerais, Escola de Ciência da Informação, Brasil Carlos Felimer del Valle Rojas, Facultad de Educación y Humanidades, Universidad de la Frontera, Chile Cláudio Roberto Magalhães Pessoa, Universidade FUMEC, Belo Horizonte, Brasil Cristina Ponte, Universidade Nova de Lisboa, Departamento de Ciências da Comunicação, Portugal Edileuza Regina Pena, Universidade Federal de Mato Grosso, Instituto de Ciências Humanas e Sociais, Brasil Edson Luiz Riccio, Universidade de São Paulo, Faculdade de Economia, Administração e Contabilidade,Brasil Enoí Dagô Liedke, Universidade Federal do Rio Grande do Sul, Faculdade de Biblioteconomia e Comunicação, Brasil Fernanda da Silva Martins, Universidade do Porto, Faculdade de Letras, Portugal Fernanda Ribeiro, Universidade do Porto - Faculdade de Letras, Portugal Fernando Ramos, Universidade de Aveiro, Departamento de Comunicação e Arte, Portugal Fernando Zamith, Universidade do Porto - Faculdade de Letras, Portugal Francisco Severo de Almeida, Universidade Estadual de Goiás (Campus Inhumas), Brasil Francisco Carlos Palleta, Universidade de S. Paulo, Escola de Comunicações e Artes, Brasil George Leal Jamil, Universidade FUMEC, Belo Horizonte, Brasil Helder Bastos, Universidade do Porto, Faculdade de Letras, Portugal Helena Lima, Universidade do Porto, Faculdade de Letras, Portugal Helena Santos, Universidade do Porto, Faculdade de Economia, Portugal Inês Amaral, Universidade Autónoma de Lisboa, Instituto Superior Miguel Torga, Portugal Inês Peixoto Braga, Instituto Politécnico do Porto, ISCAP, Portugal Jorge Ferraz de Abreu, Universidade de Aveiro, Departamento de Comunicação e Arte, Portugal José António Moreiro González, Universidad Carlos III, Facultad de Humanidades, Comunicación y Documentación, Espanha José Azevedo, Universidade do Porto, Faculdade de Letras, Portugal José Simões de Almeida Júnior, Universidade Federal de Minas Gerais, Faculdade de Educação, Brasil Laura Rosseti Ricapito, Universidad Autónoma Metropolitana, Xochimilco, México Lidia Barboza Norbis, Universidad de Montevideo, Facultad de Humanidades y Educación, Uruguai Lídia Oliveira, Universidade de Aveiro, Departamento de Comunicação e Arte, Portugal Luc Quoniam, Université Sud – Toulon Var, França Lucivaldo Barros, Universidade Federal do Pará, Faculdade de Biblioteconomia do Instituto de CiênciasSociais Aplicadas, Brasil Luís Borges Gouveia, Universidade Fernando Pessoa, Porto, Portugal Lynn Gama Alves, Universidade do Estado da Bahia, SENAI - CIMATEC, Brasil Marcos Galindo, Universidade Federal de Pernambuco, Departamento de Ciência da Informação, Brasil Maria Beatriz Marques, Universidade de Coimbra, Faculdade de Letras, Portugal Maria del Carmen Cruz Gil, Universidade Carlos III, Madrid, Espanha Maria Irene Fonseca e Sá, Universidade Federal do Rio de Janeiro, Faculdade de Administração e CiênciasContábeis, Brasil Maria Manuel Borges, Universidade de Coimbra, Faculdade de Letras, Portugal Maria Manuela Pinto, Universidade do Porto, Faculdade de Letras, Portugal María Victoria Carrillo Durán, Universidad de Extremadura, Facultad de Biblioteconomía y Documentación, Espanha Moisés Rockembach, Universidade Federal do Rio Grande do Sul, Faculdade de Biblioteconomia e Comunicação, Brasil Olívia Pestana, Universidade do Porto, Faculdade de Letras, Portugal Paulo Frias, Universidade do Porto, Faculdade de Letras, Portugal Pedro Almeida, Universidade de Aveiro, Departamento de Comunicação e Arte, Portugal Renata Baracho, Universidade Federal de Minas Gerais, Escola de Ciência da Informação, Brasil Silvana Vidotti, Universidade Estadual Paulista, Faculdade de Filosofia e Ciências (Campus de Marília),Brasil Tom Linden, University of North Carolina at Chapel Hill, School of Media and Journalism, EUA Vasco Ribeiro, Universidade do Porto, Faculdade de Letras, Portugal Zeny Duarte, Universidade Federal da Bahia, Instituto de Ciência da Informação, Brasil REVISTA PRISMA.COM ISSN: 1646-3153 DOI: https://doi.org/10.21747/16463153/43 Peridiocidade: Semestral A PRISMA.COM está indexada no DOAJ; WEBQUALIS; RCAAP; ULRISCHWEB; SCHOLAR; EZB; SHERPA ROMEO; LATINDEX; DIALNET; FONTE ACADÉMICA EBSCO; ACADEMIC SEARCH ULTIMATE EBSCO; WORLDCAT; ERIHPLUS; CROSSREF; BASE; JURN. PRISMA.COM n.º 43 ISSN: 1646 - 3153 Sumário Editorial 1-6 Vasco Ribeiro; Thaïs de Mendonça Jorge; João Figueira 1 - A comunicação dos partidos políticos portugueses no Facebook: A campanha 7-46 eleitoral no meio digital Bárbara Ramos; Cláudia Rafaela Lobo; Henrique Tomé; Salomé Silva 2 - As Legislativas 2019 e a eficácia das estratégias de comunicação no Instagram 47-61 Mariana Isabel Correia; Cristina Santos; Karen Barcelos; Miguel Silva 3 - O Twitter como estratégia mediática para a chegada de novos partidos à Assembleia 62-82 da República portuguesa Inês Rebelo; Luísa Felício; Márcia Rodrigues; Margarida Magalhães; Rui Filipe Teixeira 4 - Assessoria de Imprensa no Twitter: O que levou o “partido do twitter” a sentar-se na 83-99 Assembleia da República Sara Serapicos Passeira; Margarida Curralo Cruz; Mariana Pereira Ribeiro; Luanna Mendes de Castro Silva 5 - Estratégias de Comunicação da Netflix Portugal no Twitter 100-114 Alexandre Freitas; Ana Rita Félix; Daniela Ferreira; Júlia Alves 6 - O Instagram como meio promocional: uma análise do conteúdo do designer 115-129 Wandson no ramo digital Jessica Roque; Inês Vieira; Francisca Barroso; Fernanda Guimarães 7 - A importância do LinkedIn nas estratégias de assessoria em turismo: estudo de caso 130-156 de oito marcas de cruzeiros turísticos Carolina Almeida Pereira; Joana Moreira Ferreira; Francini Monteiro Costa; Cristiana Guedes Oliveira 8- Empregados como agentes digitais de reputação da marca: caso "Essa Coca é Fanta, 158-169 e daí?" João Guilherme Melo Peixoto; Sabrina Medeiros Wanderley de Queiroz 9 - O marketing e o monstro: um estudo sobre o marketing de Cloverfield 170-192 Luciano Augusto Toledo; Henrique Barros; Lucas Silva; Verônica Santos; Wilder Pinto 10 - Uma circum-navegação lusófona no YouTube: influenciadores, celebridades e 193-221 actantes digitais Pedro Rodrigues Costa 11 - Entrevista com Rodrigo Saraiva, chefe de gabinete parlamentar do Iniciativa Liberal 222-225 Sara Passeira PRISMA.COM (43) 2020 DOI:https://doi.org/10.21747/16463153/43 PRISMA.COM n.º 43 ISSN: 1646 - 3153 EDITORIAL Vasco Ribeiro Faculdade de Letras da Universidade do Porto/CITCEM [email protected] Thaïs de Mendonça Jorge Faculdade de Comunicação da Universidade de Brasília [email protected] João Figueira Faculdade de Letras da Universidade de Coimbra/CEIS20 [email protected] As estratégias mediáticas digitais antes e depois da pandemia Da mesma forma que o Jornalismo continua a atravessar uma profunda redefinição e reorganização do seu campo de atuação (Rusbridger, 2001; Leonard Downie & Michael Schudson, 2009; Leonard Downie & M. Schudson, 2009; McChesney & Nichols, 2010; Nielsen & Linnebank, 2011; Gasher et al., 2013; Jorge, 2013; J. C. Alexander, Breese, & Luengo, 2014; Gomes, 2018), agudizada por uma crise que demora a terminar, também a Assessoria de Imprensa — que, para além de embrião das Relações Públicas (Cutlip, 1994), sempre foi a tática mais eficaz na projeção para o espaço público de produtos (Bernays, 1971), serviços, instituições e personalidades — tem vindo a perder peso como tática preponderante nos processos de comunicação estratégica (Ribeiro & Jorge, 2018). Basta
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