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Previous issue date: 2017-03-29 / This research aims to investigate how news companies use web analytics tools, the
systems which collect, compile and generate their websites? audience reports. Through
qualitative research conducted along the editorial offices of the Jornal NH (Novo
Hamburgo/RS) and the Di?rio Ga?cho (Porto Alegre/RS) newspapers, the study
observed the relationship between the adoption of audience measurement systems and
the implementation of journalistic convergence processes in newsrooms, their
incorporation to the editorial processes of the journalists and their influence in defining
these organizations? business models. For the analysis, the Political Economy of
Communication was approached with the intent of verifying whether such tools are
used to maximize news companies? profits. The case studies showed that there is a
balance between performing journalistic work and reaching more audience, as well as
that the web analytics is a supporting tool for corporate decisions, influencing in the
choices of business strategies to be adopted. / Esta pesquisa procura investigar como empresas jornal?sticas fazem uso das ferramentas
de web analytics, os sistemas que coletam, compilam e geram relat?rios de audi?ncia de
seus websites. Atrav?s da realiza??o de pesquisa qualitativa junto ?s reda??es dos
jornais Jornal NH (Novo Hamburgo/RS) e Di?rio Ga?cho (Porto Alegre/RS) procurouse
observar a rela??o entre a ado??o dos sistemas de medi??o de audi?ncia e a
implanta??o de processos de converg?ncia jornal?stica nas reda??es, sua incorpora??o
aos processos editoriais dos jornalistas e sua influ?ncia na defini??o do modelo de
neg?cios dessas organiza??es. Para an?lise do tema, buscou-se uma aproxima??o com a
Economia Pol?tica da Comunica??o, de modo a verificar se estas ferramentas s?o usadas
como forma de maximizar os lucros das empresas jornal?sticas. Observou-se nos
estudos de caso que existe um equil?brio entre fazer o trabalho jornal?stico e conquistar
mais audi?ncia e ainda que o web analytics ? um instrumento de apoio para decis?es
corporativas, influenciando na escolha das estrat?gias de neg?cios adotadas.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/7393 |
| Date | 29 March 2017 |
| Creators | Antunes, Antonio Paulo Serpa |
| Contributors | Escosteguy, Ana Carolina Damboriarena |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Comunica??o Social, PUCRS, Brasil, Faculdade de Comunica??o Social |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | -1227240851921518482, 600, 600, 600, 7651647212179642901, -4056021055502874573 |
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