Heroísmo rubro-negro em telas: a jornada do herói como estratégia de marca na FlaTv

Abstract

Knowing that communication is increasingly hybrid (COVALESKI, 2010) - more than articulating advertising and journalism, but merging both areas into new formats, practices and platforms - we observe the stance of companies taking on the role of informing and entertaining their consumers through media products. In their own communication channel, they enhance reflections on the journalistic function of the media, the professionals from the field, as well as the function of advertising by creating new logics not only of the production of products - media or not -, but also of the consumption of the product and the brand itself. This work aims to understand, through the methodology of Audiovisual Materiality Analysis (COUTINHO, 2016, 2018), combined with the concept of branded content (COVALESKI, 2013; 2015), how the techniques, practices and credibility from journalism are being used by FlaTv - the official Clube Regatas Flamengo channel on Youtube - as an advertising strategy to persuade and strengthen the brand by creating emotional relationships with consumers.