O uso das métricas de audiência no webjornalismo do Amapá: um estudo sobre a redação virtual do site SelesNafes.com

Abstract

The general objective of this work is to understand the organization of logic between the audience metrics and the production routine of the news site SelesNafes.com, based in Macapá (AP). The conceptual analysis considers the economic and structural crisis faced by the media, with the transition to the communication paradigm with traces of the information paradigm. This context is characterized as the ecosystem of post-industrial journalism, in which journalism no longer has control over the news and companies need to adapt to the new interests of the public, governments and advertisers. In view of these transformations, instruments for measuring online audiences appear, called web analytics or analysis software, which allow monitoring the paths of Internet users through data recorded by audience metrics. In the scenario where journalists' concern to project discourse to the public for commercial reasons increases, accurate measurement tools assist in editorial issues that seek to ensure greater visibility of the content and achieve click targets in order to attract publicity. In the case of SelesNafes.com, the empirical object of this research, it is a site that uses Google Analytics to quantify the audience. The website is written in the virtual space, with the distribution of tasks and media sharing (texts, photos and videos) in the WhatsApp group. The work is based on netnography, a scientific method that analyzes the interactions of actors in the digital environment. It was then necessary to insert the mobile communication tool into the group, in addition to semi-structured interviews with five journalists. The data indicates that employees do not have a routine dedicated to monitoring web analytics. The information made available by this instrument is concentrated with Seles Nafes, who analyzes the metrics and guides the decisions that will be made by the team. Editors and reporters rely on comments on the site, sharing to Facebook and interacting on that social network to observe the performance of the published material. However, there are strategies to maximize the audience that are reflected in the work of the entire journalistic team, with the inclusion of quantitative elements in the agenda suggestions, SEO techniques and click-hunting titles.