Journalistic formats or FC Porto’s brand promotion
Porto Canal programming, a case study
DOI:
https://doi.org/10.4000/cp.5177Keywords:
specialized journalism, sports journalism, television journalism, brand promotionAbstract
Sports are part of multiple dimensions of society, which leads them to cross borders and overcome divergences so as to reach more and more people in different social dynamics. Specialized sports journalism reaches the highest audiences, but it has to coexist with other realities, such us brand promotion. Sports channels have emerged as part of this trend implemented by top clubs, which seized the role of broadcasters, and club channels became part of their strategic communication. This case-study debates the appropriation of sports journalism formats in the promotion of the branding Universo Porto – Jornal. A categorization and analysis of the content is the methodology used to tackle the Porto Canal broadcast. It aims to establish a relationship between the analyzed contents and the characteristics of specialized journalism, in order to realize how these formats are part of the brand promotion strategies.
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