A dupla face do conteúdo de marca: um gerador de resultados organizacionais e uma saída econômica para a sobrevivência do jornalismo

• Ano de defesa: 2020
• Autor(a) principal: Palmeira, Ricardo
• Orientador(a): Rodrigues, Fabiano
• Banca de defesa: Casadei, Eliza Bachega, Trevisan, Leonardo Nelmi
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional, Produção Jornalística e Mercado
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: jornalismo de marca; branded content; marketing de conteúdo; negócios em comunicação
• Palavras-chave em Inglês: brand journalism; brand content; content marketing; communication business
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/492

This work aims to verify the perception of communication executives about the role of journalistic practices for the development of strategies and production of content aimed at generating economic and institutional results in communication processes. Faced with the financial crisis that journalism is going through, it is a debate with the aim of discussing the generation of revenue from brand journalism, a new perspective of the profession's subsistence. To do this, we evaluate this two-way street between journalism and business communication: one side gains in content production expertise, while the other gains in funding for its production. Thus, the research discusses the effectiveness of Branded Content and the adherence of the journalist's profile to the needs derived from corporate communication. Throughout the research, theoretical references are raised about the journalism crisis, remodeling of communication processes, the effectiveness of brand content, digital technology as a transforming agent and paradigmatic tensions between journalism and brand communication. In order to achieve the intended objectives, a qualitative research was developed based on in-depth interviews with communication executives in a triangulation of sources: one interviewee with an external look at journalism (advertising), one with an internal look (journalist) and one with a hybrid look (journalist / publicist). From an academic and, above all, professional point of view, this research aims to contribute to the discussions regarding the economic viability of brand journalism and the need to integrate journalism with other areas and sciences as a way to guarantee the continuity of the profession.