Reflexões sobre gamificação do consumo no Brasil: jogos como processo de criação de ações midiáticas e mercadológicas

Detalhes bibliográficos
Ano de defesa: 2017
Autor(a) principal: Schmidt, Roberto Lasalvia lattes
Orientador(a): Salles, Cecilia Almeida
Banca de defesa: Não Informado pela instituição
Tipo de documento: Tese
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Pontifícia Universidade Católica de São Paulo
Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
Departamento: Faculdade de Filosofia, Comunicação, Letras e Artes
País: Brasil
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: https://tede2.pucsp.br/handle/handle/20336
Resumo: This work aims to reflect on the possibility of approaching the universe of games, marketing, advertising, consumption and the study of creation processes, from a perspective of transversality and interconnections. People have become increasingly involved with games, whether as entertainment, advertising or marketing. However, from the developer's point of view, we believe there is no reflection on the complexity of the processes that are part of the elaboration of the games and the gamified actions. Always from the point of view of process criticism, we conducted interviews with professionals who work in the production and development of games and gamified actions. Our observation hinges on physical and phenomenological evidence grounded in publicity material and other forms of communication in which games and gamification are present, involving media and consumption. In consonance with this analysis, we deepened the discussion about the creation process and the advertising games as collective projects, signaling the ideal moment in which the game should enter into the planning of communication actions of the brands. We made the connection between the post mortem elaborated by game developers and proposed an extended look for its application in other creation processes, suggesting the mapping of the individual and collective steps, in the form of an algorithm