Comunicação para alteridade: a propaganda social em rede como responsividade à figura do Outro

• Ano de defesa: 2019
• Autor(a) principal: Janjacomo, Caroline
• Orientador(a): Miotello, Valdemir
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de São Carlos; Câmpus São Carlos
• Programa de Pós-Graduação: Programa de Pós-Graduação em Ciência, Tecnologia e Sociedade - PPGCTS
• Palavras-chave em Português: Propaganda social; Alteridade; Ciberespaço; Responsividade; Social propaganda
• Palavras-chave em Inglês: Alterity; Cyberspace; Responsiveness; Bakhtin, M. M. (Mikhail Mikhailovitch), 1895-1975
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO; LINGUISTICA, LETRAS E ARTES
• Link de acesso: https://repositorio.ufscar.br/handle/20.500.14289/11139

This work aims to understand the potential of alterity in the discourses of social propagandadisseminated in a network. For this, we seek to highlight social propaganda as a specific discursive genre - which takes care of propagating socially relevant content - and to reflect about the use of digital media in this type of propaganda campaign. In this way, we rely essentially on Mikhail Bakhtin's studies philosophy of language, interweaving their conceptsto authors who, together with the latter, problematize the figure of the Other in the relations held in the context of cyberspace. Subsequently, we apply the reflections to studies about social propaganda, differentiating this from other parallel communicationals genres. Through these theoretical structures, we deepened the discussion of this genre through the campaign "Ice Bucket Challenge", which, disseminated in the networks of cyberspace, aimed to awaken senses of alterity in contemporary society and developed itself as a response to the relationship between the Self and the Other carried out in this environment.