Hashtag Touchdown: Análise da Utilização da Segunda Tela nas Transmissões de Futebol Americano pela ESPN

Abstract

The following monograph was developed with the main objective to understand how the interaction of pay TV broadcaster "ESPN" with its audience in the NFL football transmissions occurs, and in what way the social media act as second screen in this interactive process. For that, the transmission of a football game played on September 9, 2018 was analyzed, as well as the tweets with the official hashtag of the broadcaster (#NFLnaESPN) published by the spectators during the match. The study was elaborated from the object presented above, as well as the concepts of convergence and transmedia storytelling, of Jenkins (2009) and the discussions about the phenomenon of the second screen. From the analysis of content, as defined by Moraes (1999), and an inductive, descriptive and qualitative research, according to the definitions of Gil (2008), it was possible to study and make inferences about the interaction movement of the observed parts. The data collected indicates that the ESPN audience not only uses the second screen to monitor NFL broadcasts, but also uses social media to interact with each other and with the broadcaster's team in a variety of ways.