Twitter as a Strategic Tool for Audiovisual Communication: Case Studies

Authors

  • Raul Parreira Maciel Université Sorbonne-Nouvelle - Paris 3
  • João Carlos Massarolo UFSCar

Keywords:

Marketing, Rede social, T witter.

Abstract

In the current context of communications, and particularly the Internet, where visibility, consumer attention and consequent social prescription have enormous commercial value, Twitter can be considered one more social network among many others. However, given its specificities, it proves to be a powerful strategic communication and marketing tool. This is how it imposes itself, essentially through the ways it manages the exchange of information among users. It is these forms and twitter itself as a tool that should be analyzed here from the point of view of the communication strategy for the audiovisual. The intention of this study is not to defend the capabilities of twitter as a strategic tool, but to analyze specific cases to demonstrate the possibilities of action in the social network.

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Author Biographies

Raul Parreira Maciel, Université Sorbonne-Nouvelle - Paris 3

Mestre pelo departamento de Cinema e Audiovisual da Université Sorbonne-Nouvelle - Paris 3, em Paris, França. Bacharel pelo Curso de Imagem e Som da Universidade Federal de São Carlos.

João Carlos Massarolo, UFSCar

Cineasta, professor universitário, Doutor em Cinema e Audiovisual pela USP. É professor associado do Departamento de Artes e Comunicação da Universidade Federal de São Carlos – UFSCar, desde 1992 e, atualmente, coordena o Grupo de Estudos em Mídias Interativas em Imagem e Som.

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Published

2012-12-18

How to Cite

PARREIRA MACIEL, R.; CARLOS MASSAROLO, J. Twitter as a Strategic Tool for Audiovisual Communication: Case Studies. Revista GEMInIS, [S. l.], v. 3, n. 2, p. 197–209, 2012. Disponível em: https://revistageminis.ufscar.br/index.php/geminis/article/view/121. Acesso em: 3 jul. 2024.

Issue

Vol. 3 No. 2 (2012): Os arranjos contemporâneos da economia do audiovisual e da economia criativa

Section

Abordagens Multiplataformas

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