Projecto de criação de uma televisão cultural no Facebook: Lupa

Abstract

This study consisted of the creation and experimental implementation of a Cultural Social Television channel on Facebook, named LUPA, with the aim of promoting cultural journalism and valuing Mozambican culture, in a context where cultural content is marginalized by traditional media. The problematization highlighted the limited cultural coverage in Mozambique and the growing use of social media as alternative spaces for news consumption, which justified the choice of Facebook as the main platform for developing the project. From a theoretical and methodological perspective, the study was grounded in the concepts of cultural journalism, social TV and entrepreneurial journalism, adopting participatory action research as its methodological approach. The process involved diagnosing the problem, planning the project, creating LUPA’s visual identity, defining its editorial guidelines, mobilizing technical and human resources, and practically implementing the project through the creation of a Facebook page and the experimental production of cultural journalistic content. Over an experimental period of approximately one year, 37 pieces of content were produced and published, including news and reports focusing on arts, cultural practices, historical sites and cultural practitioners in Mozambique. The analysis of reach and engagement metrics provided by Facebook demonstrated audience interest in specialized cultural content, indicating that LUPA proved to be a viable experience of cultural social TV and a relevant contribution to the promotion, appreciation and preservation of Mozambican culture in the digital environment.