A magia da Disney no Facebook: estratégias de comunicação e negócios do conglomerado na rede social.

Abstract

The contemporary media market is dominated by a dwindling number of companies, which compete each other in the global market. Result of acquisitions and mergers with activities on several fronts, these companies make up media empires, classified as media conglomerates. In this context of conglomerates, this research examines one of the strands of the web segment of The Walt Disney Company: the company page on Facebook. Using the framework of media and media economy industries as the main theoretical basis, the objective of this research is to identify the company s strategies in its relations with users, especially those with the greatest appeal to the public from 9 to 15 years, age group contemplated by TIC Domicílios e Usuários 2012 and TIC Kids Online Brasil 2012 researches. In this context, through the analyze of postings with promotions and advertise of its products, explicit or not (such as movies, games and cartoons), it's possible to identify the company's creative insertions on Facebook, the marketing strategies on referred page and the main fronts of internet business Disney Co. To do so, official (and public) records of the Company are also used, in particular annual reports and informations published by press. The methodology is the case study - including inserts from May 19, 2009 to January 28, 2014, totaling 529 entries, and annual fiscal reports since 1999, with emphasis in the 2013 document. The posts are categorized and analyzed to enable the identification of the Disney segment which each one refers. Thus, the objective is to determine the main goals of the company in the social network Facebook.