Comunicação e Futebol: Os “Três Grandes” do Futebol Português

Authors

DOI:

https://doi.org/10.15847/obsOBS16420222147

Keywords:

Comunicação, Dircom, Media, Futebol, Relações Públicas,

Abstract

Resumo A comunicação no futebol português sofreu alterações profundas desde a transformação em clube-empresa e posteriormente com a digitalização dos media, desenvolvendo-se em torno de três actores principais: presidente, treinador e director de comunicação (dircom). Para esta função recrutaram profissionais experientes e qualificados, com forte rede de contactos que se movimentam com facilidade nos centros de decisão. Tendo como objectivo perceber as transformações no ecossistema comunicacional dos clubes, analisámos as estruturas e a comunicação de Futebol Clube do Porto, Sport Lisboa e Benfica e Sporting Clube de Portugal (Sporting CP), os “três grandes” do futebol português. Partindo de uma revisão da literatura, problematizamos a comunicação nos clubes, tendo como estratégia metodológica a observação participante completa no Sporting CP. Procedemos a uma análise documental e das entrevistas dos directores de comunicação dos “três grandes”; ao jornal Record. Foram realizadas a estes mesmos actores três entrevistas semidirectivas. O período de análise incide na época desportiva 2017/18. Verifica-se que o campo de actuação da comunicação dos clubes é vasto e altamente profissional, tornando-se em produtores de conteúdos com as suas próprias plataformas de comunicação e sem necessidade de intermediação jornalística. Adoptam um modelo integrado da gestão da comunicação, apresentando esta similitudes com a comunicação política, nomeadamente na construção de personagens, narrativas e ferramentas utilizadas mas também no modelo unidireccional, propagandístico. A mercantilização, a luta pelos milhões da Champions League será uma das justificações para o tom crispado e para a comunicação de guerrilha desenvolvida pelos “três grandes” na luta entre si. Ao promover-se a discussão da comunicação dos clubes, na prespectiva das ciências da comunicação, pretende-se contribuir para o conhecimento de uma área ainda pouco explorada do ponto de vista organizacional da comunicação dos clubes, com grande impacto e centralidade social, mediática, económica e política. Palavras-Chave: Comunicação; Dircom; Media; Futebol; Relações Públicas; Abstract Communication in Portuguese football has undergone profound changes since the transformation into a club-company and later with media digitalization, developed around three main actors: president, coach and communication director (dircom). For this role, they recruited experienced and qualified professionals, with a strong network who move easily around decision centers. With the aim of understanding the transformations in the clubs communicational ecosystem, we analyzed the structures and communication of Futebol Clube do Porto, Sport Lisboa e Benfica and Sporting Clube de Portugal (Sporting CP), the “big three” of Portuguese football. Upon a literature review, we reflect on clubs communication, having as methodological strategy the complete participant observation in Sporting CP. We carried out an analysis of documents and interviews with the dircom’s of the “top three”; by the Record newspaper. Three semi-directive interviews were carried out with these same actors. The analysis period focuses on the 2017/18 sports season. It appears that the communication field of the clubs is vast and highly professional, becoming content producers with their own communication platforms and without the need for journalistic intermediation. They adopt an integrated communication model management, presenting this similarity with political communication, namely in the construction of characters, narratives and tools used but also in the unidirectional, propagandistic model. The mercatilization, the fight for the millions of the Champions League will be one of the justifications for the tense tone and for the guerrilla communication developed by the “big three” in the fight among themselves. By promoting the discussion of club communication, from the perspective of communication sciences, it is intended to contribute for the knowledge of an area unexplored from the organizational point of view of club communication, with great social, media, economic and political impact. Keywords: Communication; Dircom; Football; Media; Public Relations

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Published

2022-12-30

How to Cite

Quintela, J. E. da C. C. de L. (2022). Comunicação e Futebol: Os “Três Grandes” do Futebol Português. Observatorio (OBS*), 16(4). https://doi.org/10.15847/obsOBS16420222147

Issue

Vol. 16 No. 4 (2022)

Section

Articles

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