As estratégias da Revista Globo Rural no Twitter a partir do humor

Abstract

The present work shows a study about the use of humor by journalism, as a way of circulating news and readers loyalty, having as main objective, to observe how the Twitter profile of Globo Rural magazine uses humor and if the same shows, in this case, as a valid strategy for the loyalty of readers. The narrative course of the work begins with punctual theoretical contextualizations about the aspects that involve this relationship between journalism and humor. Following, a historical context of web journalism itself, as well as the relationship of social networks with it; in this context, Twitter is presented. For the analysis, the publications of Globo Rural magazine, in its profile on Twitter, during the month of August 2018, totaling 214 posts, were investigated. After a detailed presentation of the object and the cuts made for the research, it is presented as methodology, the Content Analysis, which led to a separation of the tweets into seven distinct categories. With the establishment and exposure of these categories, it was possible to verify that the humor contributes to the processes of engagement of the public in Twitter of the magazine, although this engagement is not necessarily reverted in readers of the contents of the publication. Since there is a very big difference between the reader imagined by the magazine's editorial team and the audience stimulated by the social media team, the analysis made it possible to recognize an effort to strengthen Globo Rural's institutional brand through Twitter interactions