Estratégias de construção e manutenção de blogs: um estudo do blog hipertrofia.org

Abstract

This work has as main objective to analyze the strategies used in the construction and maintainability of the blog Hipertrofia.org, interpreting how it is strategically organized to reach and maintain its visibility. The research is justified by deepening knowledge about the strategic bias of communication in blogs, subject that still has a wide field of exploration. Through the methodology proposed by Castro and Duarte (2014), the analysis was divided into three categories: contextual strategies, strategies between texts and strategies inside texts. In the first category it was possible to identify actions related to the brand and the positioning, the promotion and visibility and the sustentation of the blog. In the second category, the strategies adopted by the channel in the relations between the texts, whether in the blog itself or in other channels. And in the third category we observed the construction of the texts themselves, in what way they are created to support the position proposed by the blog.