Advertainment entretenimento e ação publicitária no YouTube

• Ano de defesa: 2012
• Autor(a) principal: Marangoni, Matheus Matsuda
• Orientador(a): Castro, Gisela Grangeiro da Silva
• Banca de defesa: Amaral, Adriana da Rosa , Tondato, Marcia Perencin
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: comunicação e consumo; cibercultura; entretenimento; YouTube; comunicação viral
• Palavras-chave em Inglês: communication and consume; cyberculture; entertainment; YouTube; viral communication
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/116

YouTube is currently configured as a platform to launch the so-called viral marketing, among other uses. This piece of research investigates the development of actions designed as entertainment and advertising produced to generate content that spread like virus over the Internet. Considering that the phenomenon of viralization necessarily implies a certain amount of unpredictability, this study analises successful campaigns such as Pôneis Malditos, VW The Force and Sem Papel examining their production strategies and the logics of reception and consumption. In the intercross between production and reception that is typical of this type of communication in the digital environment, we find developments in the form of spoofs, quotes and other related productions whose development was monitors. We hoped that study can contribute to furthering our understanding of this type of action in the current media scene.