Conquista de espaço e audiência: o papel da publicidade na promoção do futebol feminino brasileiro nos últimos quatro anos
Nenhuma Miniatura disponível
Data
2023-11-29
Tipo de documento
Monografia
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Modalidade de acesso
Acesso aberto
Editora
Autores
SANTOS, Nathalia Ferreira da Silva
SILVA, Deborah Beatriz Galhardo da
Orientador
SILVA, Phelipe Daniele Rodrigues da
Coorientador
Resumo
Visto que o futebol feminino no Brasil tem alcançado crescente relevância nos últimos quatro anos, é necessário compreender como a publicidade contribui para promover o esporte e para apoiar o desenvolvimento e igualdade de gênero nesta modalidade. Portanto, pesquisa-se sobre o papel da publicidade na promoção do futebol feminino brasileiro, a fim de torná-lo mais visível e atrair audiência e investimentos. Para tal, é necessário compreender o panorama atual do futebol feminino nacional, mapear os principais elementos que impedem o crescimento do da modalidade no Brasil e investigar como os investimentos em publicidade podem auxiliar na busca por dar visibilidade ao esporte. Realiza-se, então, uma pesquisa qualitativa e quantitativa envolvendo mais de 100 mulheres para compreender suas perspectivas e sentimentos em relação ao espaço que elas ocupam em um ambiente predominantemente masculino. Nesse contexto, observa-se que a influência masculina foi predominante na escolha do time por parte das mulheres, enquanto a influência de figuras femininas foi limitada. Além disso, metade das entrevistadas acreditam que a mídia e a publicidade desempenham um papel significativo na promoção da presença feminina nos estádios, o que impõe a comprovação da importância de sustentar o apoio contínuo e investir em igualdade dentro do futebol, não apenas como um enriquecimento da cultura esportiva, mas como um passo crucial em direção a um futuro mais inclusivo e equitativo para as próximas gerações de atletas, profissionais e torcedoras.
As women's football in Brazil has achieved increasing relevance in the last four years, it is necessary to understand how advertising contributes to promoting the sport and to supporting the development and gender equality in this sport. Therefore, research is carried out on the role of advertising in the promotion of Brazilian women's football, in order to make it more visible and attract an audience and investments. To this end, it is necessary to understand the current panorama of national women's football, map the main elements that hinder the growth of the sport in Brazil and investigate how investments in advertising can help in the search for giving visibility to the sport. A qualitative and quantitative research involving more than 100 women is then carried out to understand their perspectives and feelings in relation to the space they occupy in a predominantly male environment. In this context, it is observed that the male influence was predominant in the choice of the team by the women, while the influence of female figures was limited. In addition, half of the respondents believe that media and advertising play a significant role in promoting the presence of women in stadiums, which requires proof of the importance of sustaining continued support and investing in equality within football, not only as an enrichment of sports culture, but as a crucial step towards a more inclusive and equitable future for the next generations of athletes, professionals and cheerleaders.
As women's football in Brazil has achieved increasing relevance in the last four years, it is necessary to understand how advertising contributes to promoting the sport and to supporting the development and gender equality in this sport. Therefore, research is carried out on the role of advertising in the promotion of Brazilian women's football, in order to make it more visible and attract an audience and investments. To this end, it is necessary to understand the current panorama of national women's football, map the main elements that hinder the growth of the sport in Brazil and investigate how investments in advertising can help in the search for giving visibility to the sport. A qualitative and quantitative research involving more than 100 women is then carried out to understand their perspectives and feelings in relation to the space they occupy in a predominantly male environment. In this context, it is observed that the male influence was predominant in the choice of the team by the women, while the influence of female figures was limited. In addition, half of the respondents believe that media and advertising play a significant role in promoting the presence of women in stadiums, which requires proof of the importance of sustaining continued support and investing in equality within football, not only as an enrichment of sports culture, but as a crucial step towards a more inclusive and equitable future for the next generations of athletes, professionals and cheerleaders.
Palavras-chave
Futebol feminino, Publicidade, Mídia, Visibilidade, Gênero