Publicidade nos Média Tradicionais e Comportamentos de Jogo em Jovens Adultos
DOI:
https://doi.org/10.17231/comsoc.50(2026).6736Palavras-chave:
publicidade em meios tradicionais, publicidade em pontos de venda, exposição à publicidade, comportamentos de jogo a dinheiroResumo
A proliferação da publicidade de jogo a dinheiro em diferentes formatos mediáticos levanta questões urgentes sobre o seu impacto potencial nos comportamentos de jogo. Com o crescente uso e investimento na publicidade digital, os canais tradicionais de publicidade, outrora centrais nas estratégias de comunicação, têm vindo a assumir um papel cada vez mais periférico no debate sobre os efeitos da publicidade. Este estudo procura colmatar essa lacuna, examinando a exposição percebida à publicidade de jogo a dinheiro nos meios tradicionais e nos espaços físicos de venda. A análise incide sobre o Euromilhões e a Raspadinha, duas das modalidades mais populares em Portugal, com recurso a uma amostra representativa de jovens adultos jogadores. Pretende-se compreender qual o perfil dos jogadores de cada uma destas modalidades e em que medida a exposição à publicidade nos meios tradicionais, bem como a comunicação nos pontos de venda, se relacionam com a frequência da participação nestas modalidades. Embora a Raspadinha e o Euromilhões atraiam perfis de jogadores em certa medida similares, subsistem algumas diferenças devido ao género e à idade. Os resultados indicam que a televisão continua a ser a principal fonte de exposição percebida à publicidade de jogo a dinheiro para os jovens adultos jogadores, com diferenças significativas relacionadas com o género e a idade na exposição percebida a anúncios de rádio, outdoors e em pontos de venda. Adicionalmente, os jogadores do Euromilhões que relatam uma maior exposição à publicidade na rádio e nos pontos de venda revelam uma propensão para adotar práticas de jogo mais frequentes. Este estudo contribui para uma reflexão crítica e alargada sobre os efeitos da publicidade ao jogo a dinheiro junto de um grupo vulnerável, sublinhando a necessidade de integrar a publicidade nos meios tradicionais no debate sobre saúde pública e políticas de regulação do jogo a dinheiro.
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Direitos de Autor (c) 2026 Cláudia Silvestre, Ana Cristina Antunes, Ana Rita Farias
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
Os autores são titulares dos direitos de autor, concedendo à revista o direito de primeira publicação. O trabalho é licenciado com uma Licença Creative Commons - Atribuição 4.0 Internacional.
