Detalhes bibliográficos
| Ano de defesa: |
2016 |
| Autor(a) principal: |
MACHADO, VANDA DE SOUZA
 |
| Orientador(a): |
Gonçalves , Elizabeth Moraes |
| Banca de defesa: |
Santos , Lana Cristina Nascimento,
Renó , Denis Porto |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Metodista de Sao Paulo
|
| Programa de Pós-Graduação: |
Comunicacao Social
|
| Departamento: |
Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede.metodista.br/jspui/handle/tede/1522
|
Resumo: |
This paper proposes the analytical study of the discursive strategies in organizations applied to advertising of social media in Brazil which, in an attempt to get closer to consumers, emit humanization messages. The research was engaged in identifying and analyzing the advertisement of brands that have been able to stand out on this environment overwhelmed of information while communicating effectively with consumers, leading them to engage with the brand in the interaction and sharing of content on social media, thus becoming agents of the brand, who voluntarily spread their benefits to their own network of friends. This is an exploratory research of qualitative content, in the sense that its search is going to happen through a discursive space. The French-line based discourse analysis (DA) has been used under the perspective of do the ethos studies, scenes of enunciation and agreement of communication which include the organizational discourse. Besides the theoretical conceptualization and literature review related to social media and organizational culture, this paper made the analysis of video advertisements from Facebook and Youtube issued in 2014 and 2015, which aimed to approach the consumer. The research shows that social media required new attitude from organizations, a dialogical and interactive language that provides consumer participation in their advertisement. The consumer overvaluation and their inclusion in the narrative are attempts to the humanization of relationship between organizations and their target consumers and have shown to be the conciliating axis between both of them in the new media ambience. |
