Publicidade Digital nas homepages dos diários generalistas portugueses: os casos do Correio da Manhã, Diário de Notícias e Público

Authors

  • Sonia Pedro Sebastião ISCSP-UTL; CAPP
  • Manuel Valença ISCSP-UTL
  • Marta Miranda ISCSP-UTL
  • Ruben Carvalho ISCSP-UTL
  • Vanessa Vieira Dias ISCSP-UTL

DOI:

https://doi.org/10.15847/obsOBS000607

Keywords:

Publicidade Digital, Formatos, Análise Websites, Jornais Diários

Abstract

A internet afirma-se como suporte publicitário, dado que a publicidade invade o nosso quotidiano. Se os consumidores estão na internet então a publicidade acompanha-os. Contudo, a adaptação da publicidade a este meio tem de respeitar as características técnicas e de utilização. A publicidade nos media online, mais concretamente na área da imprensa, tem vindo a crescer ao longo dos últimos anos, motivando a nossa análise que terá em conta os diários generalistas: Diário de Notícias (DN), o jornal diário nacional mais antigo; o Correio da Manhã (CM) diário generalista popular de maior circulação em Portugal; e o Público, jornal diário de referência e cujo website é o mais visitado entre os órgãos de comunicação generalistas. O nosso trabalho tem como principal objetivo evidenciar a forma como estes diários generalistas apresentam anúncios publicitários na sua homepage e aferir de que forma a estrutura e o webdesign podem limitar a aposta na publicidade digital. Para tal recorremos à análise estrutural sincrónica das homepages dos diários selecionados e à realização de três entrevistas a responsáveis dos mesmos.

Author Biographies

Sonia Pedro Sebastião, ISCSP-UTL; CAPP

Professor at Media and Communication Studies Department

Manuel Valença, ISCSP-UTL

Communication Sciences

Marta Miranda, ISCSP-UTL

Communication Sciences

Ruben Carvalho, ISCSP-UTL

Communication Sciences

Downloads

Published

2012-11-15

How to Cite

Sebastião, S. P., Valença, M., Miranda, M., Carvalho, R., & Dias, V. V. (2012). Publicidade Digital nas homepages dos diários generalistas portugueses: os casos do Correio da Manhã, Diário de Notícias e Público. Observatorio (OBS*). https://doi.org/10.15847/obsOBS000607

Issue

OBS* Special Issue `Networked belonging and networks of Belonging´ - COST ACTION ISO906

Section

Articles

License

Observatorio (OBS*) has an academic journal profile. As such, it is dedicated to the open exchange of its contents, and freely available to individuals and institutions without charge or formal permission. Copies of this journal or articles in this journal may be distributed for research or educational purposes free of charge and without permission. Authors will not be charged for publication or submission to this journal. Authors who publish in Observatorio (OBS*) will release their contributions under the Creative Commons Attribution-NonCommercial-2.0 generic. This licence allows anyone to copy and distribute the article for non-commercial purposes provided that appropriate attribution is given - being the author the copyright holder. This journal utilizes the LOCKSS system to create a distributed archiving system among participating libraries and permits those libraries to create permanent archives of the journal for purposes of preservation and restoration. The publisher perpetually authorizes participants in the LOCKSS system to archive and restore our publication through the LOCKSS System for the benefit of all LOCKSS System participants. Specifically participating libraries may: • Collect and preserve currently accessible materials; • Use material consistent with original license terms; • Provide copies to other LOCKSS appliances for purposes of audit and repair. Fair use of a copyrighted work, for purposes such as criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research, is not an infringement of copyright. In determining whether the use made of a work in any particular case is a fair use the factors to be considered shall include: 1. the purpose and character of the use, including whether such use is of a commercial nature or is for nonprofit educational purposes; 2. the nature of the copyrighted work; 3. the amount and substantiality of the portion used in relation to the copyrighted work as a whole; & 4. the effect of the use upon the potential market for or value of the copyrighted work. The fact that a work is unpublished shall not itself bar a finding of fair use if such finding is made upon consideration of all the above factors. In accord with these provisions, the OBS journal believes in the vigorous assertion and defense of Fair Use by scholars engaged in academic research, teaching and non-commercial publishing. Thus, we view the inclusion of “quotations” from existing print, visual, audio and audio-visual texts to be appropriate examples of Fair Use, as are reproductions of visual images for the purpose of scholarly analysis. We encourage authors to obtain appropriate permissions to use materials originally produced by others, but do not require such permissions as long as the usage of such materials falls within the boundaries of Fair Use.