A influência do discurso midiático no desempenho de adesão ao programa Camisa 7 : uma análise de discurso do Botafogo Futebol e Regatas (2023)

Abstract

This study investigates how media discourse influences the symbolic and institutional engagement of Botafogo de Futebol e Regatas' fanbase by analyzing the relationship between the tone of news articles from the Globo Esporte portal (positive, negative, or neutral) and the monthly variation in subscriptions to the “Camisa 7” membership program during the 2023 season. Grounded in Discourse Analysis, Agenda-Setting Theory, and Reception Theory, the research follows a documentary and interpretative approach, revealing that spikes in membership occur during periods of favorable media narratives, while declines coincide with times of crisis or critical coverage. The findings demonstrate that the media not only reflects sports performance but also symbolically shapes the environment that influences fan behavior, thus contributing to the fields of institutional communication and sports marketing.