Narrativas transmidi??ticas como estrat??gia de engajamento em campanhas publicit??rias

• Ano de defesa: 2017
• Autor(a) principal: Siqueira, Rafael Augusto de Matos
• Orientador(a): Gomes, Victor M??rcio Laus Reis
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Cat??lica de Bras??lia
• Programa de Pós-Graduação: Programa Strictu Sensu em Comunica????o
• Departamento: Escola de Educa????o, Tecnologia e Comunica????o
• País: Brasil
• Palavras-chave em Português: Narrativa transmidi??tica; Campanhas publicit??rias
• Área do conhecimento CNPq: COMUNICACAO
• Resumo em Inglês: This work is a study about how the appropriation of the Transmidia Narratives are incorporated in engagement strategies in Advertising Campaigns. By studding the Cases of the Advertising Campaigns from the companies Vivo and Correio Braziliense, we will evaluate how the narrative of this campaigns floated between the midias and how the strategies of the Tansmidia Campaigns can be associated to these practices, rising the engagement of their publics. In this perspective, we can identify clear categories of elements that built this kind of narratives, showing to the reader, not only these categories, but also the concept of the Transmidia Narrative, which embraces what Jenkins (2009) defines as a history that is told through the multiple platforms of the midia, whith each new context contributing in a distinct and valuble way to the set.
• Link de acesso: https://bdtd.ucb.br:8443/jspui/handle/tede/2352

This work is a study about how the appropriation of the Transmidia Narratives are incorporated in engagement strategies in Advertising Campaigns. By studding the Cases of the Advertising Campaigns from the companies Vivo and Correio Braziliense, we will evaluate how the narrative of this campaigns floated between the midias and how the strategies of the Tansmidia Campaigns can be associated to these practices, rising the engagement of their publics. In this perspective, we can identify clear categories of elements that built this kind of narratives, showing to the reader, not only these categories, but also the concept of the Transmidia Narrative, which embraces what Jenkins (2009) defines as a history that is told through the multiple platforms of the midia, whith each new context contributing in a distinct and valuble way to the set.