Comunicação e consumo: as redes sociais, como elemento constituinte da nova realidade pessoal e profissional do jovem adulto

• Ano de defesa: 2012
• Autor(a) principal: Polito, Rachel Eid
• Orientador(a): Tondato, Marcia Perencin
• Banca de defesa: Castro, Gisela Grangeiro da Silva , Cazeloto, Edilson
• 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; redes sociais; sociedade do consumo; jovem adulto; identidade
• Palavras-chave em Inglês: communication and consumption; social networks; consumer society; young adult; identity
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/117

The society which consumes, consumption society, or as Slater (2002) says the consumption culture, does not evolve alone and constantly receives external influences enhanced by the act and forms of communication (the way people communicate) and by mass communication media. With new technologies, consumption has another influential factor and the identities of the young adult (categorized here from 20 to 35 years) start to be established in a different way, because the presence of environments that changes constantly. This study intends to analyze more specifically the role that the change brought by new technologies has in the universe of this young adult, both socially and professionally. It becomes essential to study the behavior of young adults when consuming the new technology, and this research much more than simply dealing with online purchases will address technology, specifically social networking, as a form consumption. Also it is considered how companies start looking for new professionals by using or not these new technologies, considering the process since the recruitment of the professional up to the researching of their profiles, and how they suffer the influence of young adult who uses social networks and works in the company. Therefore, the study also includes how this phenomenon young adult versus technology versus company, dialog and interact, always considering communication as its cornerstone.