Detalhes bibliográficos
| Ano de defesa: |
2011 |
| Autor(a) principal: |
Freitas, Fernanda Gonzaga Maia de
 |
| Orientador(a): |
Beiguelman, Giselle |
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
|
| 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 Tecnologias da Inteligência e Design Digital
|
| Departamento: |
Faculdade de Ciências Exatas e Tecnologia
|
| País: |
BR
|
| 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: |
https://tede2.pucsp.br/handle/handle/18080
|
Resumo: |
This research aims to map the shapes and uses of corporate organizations in online social networks, especially Facebook. Therefore, the study sought to identify what type of communication is more efficient to reach the target audience of advertisers, that is, what type of communication would be more appropriate to the environment of social networks. This was done through the analysis of three concretes case studies that used Facebook as a platform for corporate communication Ariel, Nextel and Estrela and also through a survey about internet use in Brazil and a study theorist who helped identify the spread of content on the network and its operation. Authors who supported the theoretical study were, among others, André Parente, Humberto Maturana and Vilém Flusser. Through theoretical basis, research analysis and presentation of cases it was possible to show what is the public profile of Facebook in Brazil, as the joints are given in the network and what one some companies are developing to make contact with users. For the design of this study, elements of the Humanities were worked in its multidisciplinary approach, with regards to the media, behavior analysis, sociology, semiotics, consumer society, massification and individualization. Face of what was studied, it was concluded that some brands are already generating content designed for users in order to engage them in their actions, and begin to open for dialogue on social networks |
