Banca de DEFESA: KLENNY ELLEN ALVES DA SILVA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : KLENNY ELLEN ALVES DA SILVA
DATE: 30/08/2023
TIME: 15:00
LOCAL: Videoconferência Via Google Meet
TITLE:

Is everything #publi? A subtle and complex dimension of advertising's new guise in people's daily lives

KEY WORDS:

Advertising; Instagram; consumption; everyday; digital influence.

PAGES: 130
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

The rise of participatory culture (SHIRKY, 2013) and digital prosumerism transformed the dynamics of marketing and communication in the 21st century. Social networking sites have changed the ways people communicate,
buy and perceive themselves, leading a growing number of people to want to see and be seen, increasing their value. From this perspective, Instagram is configured as a large panoptic diary in Surveillance Capitalism (ZUBOFF,
2019), where amateurs use visibility strategies to share everyday life and gain influence in a world governed by capital and dominated by algorithms (DOMINGUES, 2016). The common subject becomes media and reaches
followers such as celebrities, and may even become one of them. These socio- cultural transformations drive significant changes in “advertising” and in what comes to be considered, in fact, advertising, making us question, for example, whether sharing fragments of our daily lives can be considered a form of advertising. This research with a qualitative approach seeks to problematize the overflow of advertising in everyday, porous advertising,
intertwined with the routine of subjects, deeply involved in new marketing, communicational and psychopolitical logics (HAN, 2020).

COMMITTEE MEMBERS:
Externa à Instituição - Anna Carolina Franco Bentes - FGV
Presidente - 2312853 - IZABELA DOMINGUES DA SILVA
Interno - 1805696 - ROGERIO LUIZ COVALESKI