Colaboração e apropriação mercadológica em financiamentos coletivos

• Ano de defesa: 2018
• Autor(a) principal: Pereira, Sidney Spacini
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Espírito Santo; BR; Mestrado em Comunicação e Territorialidades; UFES; Programa de Pós-Graduação em Comunicação e Territorialidades
• Palavras-chave em Português: Crowdfunding; Financiamento coletivo; Colaboração; Posse psicológica; Internet; Comunidades; Capitalismo; Comunicação; 316.77
• Link de acesso: http://repositorio.ufes.br/handle/10/7085

The goal of the present work is to explore the mechanisms in which the crowdfunding processes operate, with an special focus in the collaboration’s discourse which the proponents and institutions that make use of this tool of financing projects rely on. Starting the studies with the definition of collaboration (HEINRICH et HEINRICH, 2007), I’ll propose a series of analysis of the possible implications of the discursive use of this concept as a way of perpetuate the consumerism practices in the ways of the subversion of the everyday habits elements by the marketing in the context of the late capitalism (CRARY, 2014), especially in with the use of mechanisms of psychological ownership (PIERCE, 2011) and narrative consumption. After this analysis, my work will focus in understand the ways this logic can be subverted by processes that escape this marketing appropriation, bringing back the collaboration logics to the crowdfunding processes