Portal de Periódicos da CAPES

O uso das redes sociais pelo flamengo: um estudo sobre a interatividade do clube com os torcedores

2020; Volume: 16; Issue: 2 Linguagem: Inglês

10.5008/1809.7367.181

2316-7327

Gabriela Mairink de Sá, Marilene Lemos Mattos Salles,

Cultural, Media, and Literary Studies

With the objective of analysing and understanding how the football team “Clube de Regatas Flamengo” relates and builds interactivity strategies with fans in digital social networks, the concepts of cyberculture, social networks and interactivity were used as a basis for this study. The analysis was based on the content of the posts made by Flamengo, as well as resources, number of likes, comments and shares. It is understood that the interaction found is human-half-human, due to the communication being mediated by computer, besides the existence of relational and associative ties of strong levels between the Club and its fans, because there is the presence of a feeling of belonging to the group. Finally, it is concluded that Twitter is the social network most used by the Club, but that does not get the same return interactivity the fans. Instagram, despite the smallest number of posts, is the digital social media with more interactivity.