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Publication
Planeamento Estratégico e Operacional de Comunicação para o Blog de Crítica Gastronómica: Da Boca ao Céu
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| 2.09 MB | Adobe PDF |
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Abstract(s)
Com a evolução da tecnologia e dos meios digitais as sociedades sofreram alterações profundas a todos os níveis, fundamentalmente na forma como as pessoas se relacionam e comportam. Assim, o papel dos blogs, enquanto ferramenta de comunicação, tornou-se fundamental. Aqui as pessoas podem partilhar a sua opinião, os seus pontos de vista e ao mesmo tempo consumir outros. Concretamente os blogs de crítica gastronómica assumem a importante missão de partilha cultural, das tradições associadas à gastronomia de um povo.
O objetivo geral da investigação é identificar as estratégias de comunicação mais eficientes para diferenciar o novo blog de crítica da alta gastronomia, Da Boca ao Céu, estruturando uma presença online forte, de modo a atrair um público que confie, interaja e se envolva com os conteúdos.
A metodologia utilizada na pesquisa é qualitativa e quantitativa, com base na análise de conteúdo e observação de blogs de crítica gastronómica nacionais e internacionais. Primeiro foi efetuada uma análise de conteúdo qualitativa que deu origem à construção da grelha de análise binária, com a identificação das categorias em estudo.
A investigação contribuiu, para perceber que nos blogs com mais critérios abordados, a crítica e análise gastronómica apresentada é mais detalhada e cuidada, com pormenores de descrição de aromas, sabores e texturas, decoração, ambiente e qualidade de serviço, direcionada para um público mais exigente e sofisticado.
With the evolution of technology and digital media, societies have undergone profound changes at all levels, especially in how people interact and behave. Blogs, as a communication tool, have thus become essential. They provide a space for individuals to share their opinions and perspectives while consuming others’. Specifically, gastronomic critique blogs fulfill an important role in cultural exchange, preserving culinary traditions. The general goal of this research is to identify the most effective communication strategies to differentiate the new high-end gastronomic critique blog, Da Boca ao Céu, by building a strong online presence to attract and engage a trustworthy audience. The research methodology combines qualitative and quantitative approaches, including content analysis and observations of national and international gastronomic critique blogs. Initially, qualitative content analysis was conducted to develop a binary analysis grid that identified key categories under study. The findings reveal that blogs addressing more criteria present more detailed and refined gastronomic critiques, incorporating descriptions of aromas, flavors, textures, décor, ambiance, and service quality. This level of detail appeals to a more demanding and sophisticated audience.
With the evolution of technology and digital media, societies have undergone profound changes at all levels, especially in how people interact and behave. Blogs, as a communication tool, have thus become essential. They provide a space for individuals to share their opinions and perspectives while consuming others’. Specifically, gastronomic critique blogs fulfill an important role in cultural exchange, preserving culinary traditions. The general goal of this research is to identify the most effective communication strategies to differentiate the new high-end gastronomic critique blog, Da Boca ao Céu, by building a strong online presence to attract and engage a trustworthy audience. The research methodology combines qualitative and quantitative approaches, including content analysis and observations of national and international gastronomic critique blogs. Initially, qualitative content analysis was conducted to develop a binary analysis grid that identified key categories under study. The findings reveal that blogs addressing more criteria present more detailed and refined gastronomic critiques, incorporating descriptions of aromas, flavors, textures, décor, ambiance, and service quality. This level of detail appeals to a more demanding and sophisticated audience.
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Keywords
Blogs Comunicação Digital Estratégia de Comunicação Gastronomia Crítica Gastronómica Blogs Digital Communication Communication Strategy Gastronomy Gastronomic Criticism
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Without CC licence