Meios de divulgação promocionais de cinema : estudo sobre o impacto nos consumidores

O cinema, desde o seu início, teve uma constante necessidade de se promover. Os filmes, para além de serem um produto cultural, são também um produto que necessita de rentabilidade, tornando fulcral uma receita adequada de bilhetes vendidos para garantir retorno no dinheiro gasto à produção dos mesmos. Sendo assim, os filmes exibidos em salas de cinema são anunciados semanas ou até meses antes da sua estreia, criando, desta forma, complexas campanhas de marketing e publicidade de forma a garantir que o maior número de pessoas tome conhecimento da sua existência. No presente projeto procura-se conhecer e compreender os fatores determinantes na frequência de ida às salas de cinema, tendo como objetivo principal analisar a promoção de cinema, cada um dos meios de divulgação cinematográficos e o seu respetivo papel comunicativo, na tentativa de se perceber de que forma estes se destacam em modos promocionais, incentivando o consumidor a visionar um filme numa sala de cinema. O estudo desenvolveu-se através de uma análise conceptual teórica da promoção e consumo de cinema, dos seus respetivos meios de divulgação, e da utilização de uma abordagem quantitativa que consistiu na análise e interpretação dos resultados de um questionário que contou com a participação de 380 sujeitos. O questionário procurou compreender os hábitos de obtenção de informação cinematográfica dos inquiridos, bem como os fatores que os influenciam a ver filmes nas salas de cinema e os meios de divulgação que mais impacto causam nas suas preferências. A análise dos dados recolhidos revela que existe uma ligação entre a ida às salas de cinema e a ideia da crescente falta de tempo das pessoas, associada ao reduzido poder de compra. Já no que se refere aos fatores e meios de divulgação determinantes na escolha de filmes, os participantes destacaram a Internet e o “bocaa- boca” como principais influenciadores. Os resultados alcançados sugerem assim tendências que devem ser consideradas na implementação de uma estratégia cuja intenção seja a do aumento da frequência da ida às salas de cinema.

Meios de divulgação promocionais de cinema: estudo sobre o impacto nos consumidores

This article presents part of the results obtained under a project that sought out to know and understand the determining factors in the ways of attendance at movie theaters, with the main goal to analyze each of the cinematic means of disclosure and their respective communicative role. The study was carried out through a theoretical and conceptual analysis using a quantitative approach. The main tool for data collection was a questionnaire that included the participation of 380 subjects. The findings show that the main determinant means of disclosure in choosing films as key influencers of visits to Portuguese cinemas were the Internet and the word-of-mouth phenomenon.

Emotional competences and promotion of school success: Preliminary data of an intervention programme with teachers

Teachers’ emotional competences and well-being are fundamentally important to developing and maintaining positive relationships in the classroom, which can contribute to improving pedagogical action. References to several intervention programmes are found in the literature with the purpose of changing the practices, attitudes, and beliefs of teachers, who show evidence of a significant improvement in personal competences and school success. Therefore, an intervention with teachers integrating a broader line of research was carried out, involving parents and students as well. It consists of a programme which promotes personal (well-being and emotional intelligence) and professional (acquiring differentiated pedagogical strategies) competences over a period of six months, followed by a focus group to assess the contribution of an empowerment programme with the intention of promoting school success. The preliminary action-research study involved 10 teachers of two classes with students who show disruptive behaviour in the 7th year in a school in the central region of Portugal. The teachers, of both genders, are aged between 44 and 52, and belong to several recruitment groups. The main research question was: “To what extent does an intervention programme, intended for training, contribute to developing personal and professional competences in teachers of the 3rd cycle of basic education?” The teachers revealed a rather favourable view of their participation in the programme, considering that it helped them perceive some behaviours and practices which are less adjusted to their action in the classroom with these students (shouting, scolding, etc.). From the pretest to the posttest, statistically significant differences were found in assessing their own emotions and in their use. Signs of improvement in positive affections and satisfaction with life were also found, though with a marginal significance. The preliminary data in this empowerment programme for these educational agents points towards the importance of teachers’ awareness in what concerns their pedagogical action, as well as the need to change traditional pedagogical practices that contribute to discouraging students towards learning. The need to establish closer and systematic contact with the students and their families in order to meet their needs and expectations was also highlighted.