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Abstract(s)
Este projeto de investigação aborda a comunicação digital de produtos endógenos, tendo em vista analisar como é que os melhores queijos portugueses e do mundo são divulgados no meio digital pelas entidades de valorização e promoção do território. O queijo é um latícinio muito apreciado e considerado como um dos produtos mais prestigiados do património gastronómico nacional e internacional. A divulgação dos produtos endógenos através do meio digital é um tema que tem ganho cada vez mais destaque no âmbito da investigação científica pelo papel significativo que possui na promoção e valorização dos produtos. Este reconhecimento também se reflete numa oportunidade de desenvolver o local a nível económico, turístico e gastronómico, sendo da responsabilidade das entidades locais, o desenvolvimento de conteúdos, iniciativas e práticas comunicacionais que permitam contribuir para essa promoção. A presente dissertação tem como objetivo perceber de que forma é que as entidades autárquicas e as entidades produtoras comunicam no Facebook e Website, os queijos nacionais e internacionais distinguidos como os melhores do mundo. Para isso, realizou-se um estudo de três queijos portugueses - Queijo Serra da Estrela, Queijo de Azeitão e Queijo da Beira Baixa, e os três primeiros queijos internacionais - Queijo Canastra, Queijo Kalathaki Limnou e Queijo Graviera Naxou, classificados no ranking sobre os 50 melhores queijos a nível global do Taste Atlas. A metodologia de investigação aplicada foi uma análise de conteúdo, de carácter qualitativo e quantitativo, dos conteúdos disseminados. Através dos dados obtidos foi possível concluir que o digital surge como uma excelente ferramenta de promoção, assim como as instituições são fundamentais na valorização e divulgação do queijo e realizam várias iniciativas, no entanto existem aspetos a melhorar na forma de comunicar o produto no meio digital. A comparação entre as entidades nacionais e internacionais também permitiu concluir que a forma de divulgar o queijo é muito semelhante em ambos os canais digitais.
This research project deals with the digital communication of endogenous products, with a view to analyzing how the best portuguese and world cheeses are disseminated in the digital environment by entities that value and promote the territory. Cheese is a much-loved delicacy and is considered to be one of the most prestigious products in the national and international gastronomic heritage. The dissemination of endogenous products through digital media is a topic that is gaining increasing prominence in scientific research due to the significant role it plays in promoting and enhancing products. This recognition is also reflected in an opportunity to develop the local economy, tourism and gastronomy, and it is the responsibility of local entities to develop content, initiatives and communication practices that contribute to this promotion. The aim of this dissertation is to understand how local authorities and producers communicate the national and international cheeses that have been distinguished as the best in the world on Facebook and their websites. To this end, the study was about of three portuguese cheeses - Queijo Serra da Estrela, Queijo de Azeitão and Queijo da Beira Baixa, and the top three international cheeses - Queijo Canastra, Queijo Kalathaki Limnou and Queijo Graviera Naxou, classified in a ranking of the 50 best cheeses globally by Taste Atlas. The research methodology applied was a qualitative and quantitative content analysis of the content disseminated. From the data obtained, it was possible to conclude that digital is an excellent promotional tool, and that the institutions are fundamental in promoting cheese and carry out various initiatives, although there are aspects to be improved in the way the product is communicated in the digital environment. The comparison between national and international organizations also led to the conclusion that the way cheese is promoted is very similar in both digital channels.
This research project deals with the digital communication of endogenous products, with a view to analyzing how the best portuguese and world cheeses are disseminated in the digital environment by entities that value and promote the territory. Cheese is a much-loved delicacy and is considered to be one of the most prestigious products in the national and international gastronomic heritage. The dissemination of endogenous products through digital media is a topic that is gaining increasing prominence in scientific research due to the significant role it plays in promoting and enhancing products. This recognition is also reflected in an opportunity to develop the local economy, tourism and gastronomy, and it is the responsibility of local entities to develop content, initiatives and communication practices that contribute to this promotion. The aim of this dissertation is to understand how local authorities and producers communicate the national and international cheeses that have been distinguished as the best in the world on Facebook and their websites. To this end, the study was about of three portuguese cheeses - Queijo Serra da Estrela, Queijo de Azeitão and Queijo da Beira Baixa, and the top three international cheeses - Queijo Canastra, Queijo Kalathaki Limnou and Queijo Graviera Naxou, classified in a ranking of the 50 best cheeses globally by Taste Atlas. The research methodology applied was a qualitative and quantitative content analysis of the content disseminated. From the data obtained, it was possible to conclude that digital is an excellent promotional tool, and that the institutions are fundamental in promoting cheese and carry out various initiatives, although there are aspects to be improved in the way the product is communicated in the digital environment. The comparison between national and international organizations also led to the conclusion that the way cheese is promoted is very similar in both digital channels.
Description
Keywords
Comunicação Digital Facebook Website Gastronomia local Produtos endógenos Queijos Digital communication Facebook Website Local gastronomy Endogenous products Cheeses