Detalhes bibliográficos
| Ano de defesa: |
2024 |
| Autor(a) principal: |
Oliveira, Hebert Regis de
 |
| Orientador(a): |
Oliveira, Rodrigo Cássio
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| Banca de defesa: |
Oliveira, Rodrigo Cássio,
Borges, Rosana Maria Ribeiro,
Barcellos, Zanei Ramos |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Federal de Goiás
|
| Programa de Pós-Graduação: |
Programa de Pós-graduação em Comunicação (FIC)
|
| Departamento: |
Faculdade de Informação e Comunicação - FIC (RMG)
|
| País: |
Brasil
|
| 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: |
http://repositorio.bc.ufg.br/tede/handle/tede/13727
|
Resumo: |
The work investigates kitsch aesthetics in digital culture through Lojas Havan's social networks as a way of understanding how the style appears in the company's communication strategy. The study traces a trajectory of kitsch, from a historical-communicational perspective, in mass, media and digital cultures as a way of delving deeper into the manifestations of the style, which has maintained its own foundations to this day. The research, with a qualitative approach, adopts as a method the case study of the digital social networks of Lojas Havan, using bibliographical research and analysis of still images as methodological procedures for exploring and processing the collected data. As a result, the research checks the strong presence of kitsch in the images produced by Lojas Havan, understand how they emerge and circulate on four platforms managed by it - Facebook, Instagram, Linkedin and X – beyond to contextualize the use of the style as a organizacional communication strategy which transports the kitsch of the visual identity of physical stores to digital. |
