Banca de DEFESA: FELLIPE GUSTAVO ROCHA MOUSINHO DE BRITO
Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.STUDENT : FELLIPE GUSTAVO ROCHA MOUSINHO DE BRITO
DATE: 18/03/2022
TIME: 09:00
LOCAL: Videoconferência Via Google Meet (Pandemia Covid19)
TITLE:
Avatising: a substantive theory of advertising content producer virtualization.Learning, processes and practices of peripheral instances.
KEY WORDS:
Publicity. C-4. Peripheral instances. Reflective Advertising Language. Avatising.
PAGES: 181
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:
The constant increase in production technologies, which amplify the presence of the virtual environment in an increasingly mediatized society, has had a significant impact on the professional advertising segment, changing not only the formats and possibilities of interaction between consumers and advertisers, but also promoting a dilution of the borders that protected, until a certain time, the field of action, thus allowing the presence of different social actors that start to reproduce the same practice. Having observed the movement as the starting point of this investigation, the present research seeks to answer: how the participation of different productive instances, in the dispute for acting in the advertising field, affects the logic of production of the agencies and modifies the market? Using Grounded Theory as a methodological procedure and following its operating instructions, such as postponing the researcher's previous contact with existing theories and studies, we began our investigation with the analysis of 170 articles published in the newspaper Meio e Mensagem, through of sensitizing concepts that indicate the next steps. Subsequently, after the initial and focal coding phases, and the successive writing of memos, we defined our main analytical categories, which became the main structure of our thesis, namely: legitimacy of action and the field dispute by the new actors social; silencing of peripheral instances and simplified ways of using the genre; Reflective Advertising Language: dispute and production tool; and Structural Transparency: disenchantment and re-enchantment. As a result of one more stage of investigation, now, on these structures, we carried out, in the theoretical sampling phase, in-depth interviews, with the contribution of 20 participants, five from each indicated productive instance. As a product of this investigation, we present the substantive theory of Avatising, in which, from the domain of a Reflective Advertising Language, associated with the new possibilities of production tools, there is a detachment of the advertising instance from the professional body and a reincorporation into the existing body – Customers, Creators, Creatives and Consumers. This manifestation makes the role of “advertising content producer”, at the most diverse levels of experience, a capacity practically inherent to everyone who circulates in these environments, as a wearable character, as an extension of the body of each user, activated or deactivated at any time.
BANKING MEMBERS:
Externo ao Programa - 1667829 - ANDRE LUIZ MARANHAO DE SOUZA LEAO
Externo à Instituição - FABIO HANSEN - UFPA
Interna - 2312853 - IZABELA DOMINGUES DA SILVA
Interna - 1654570 - KARLA REGINA MACENA PEREIRA PATRIOTA
Presidente - 1805696 - ROGERIO LUIZ COVALESKI