Comunicação transmidiática: novas práticas publicitárias e o consumo no Big Brother Brasil

• Autor(a) principal: Tafner, Roberta Scórcio Maia
• Data de Publicação: 2023
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/682
• topic: comunicação e consumo; produção e interação; práticas publicitárias; reality show, Big Brother Brasil; communication and consumption; production and interaction; advertising practices; reality show, Big Brother Brasil; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

Several phenomena involve the processes of interactivity and transmedia in the sociocultural context articulated by media consumption, mainly through the advertising spectrum, a component of the new communication flows. In this research, we explored the axes - Communication Industry, Communication, Media, Technology, Advertising, Consumption, and Daily Life - through a solid theoretical foundation. The intersection of these axes poses a challenge in this study, given the way they are intertwined with our object of study -advertising and its logic - and ends up composing a complex web that we proposed to investigate in our empirical object - the Big Brother Brasil reality show - based on production strategies and the presence of advertisers in the program. Given our theoretical and empirical objects, we questioned how the new Advertising Production Logics act as Advertising Communication Strategies for the generation and increase of consumption (both material and symbolic), from the perspective of the Big Brother Brasil program’s runners and its advertisers? This guiding question leads us to the general and specific objectives of this thesis. As a general objective, we have: to analyze the communication articulations adopted by the brands inserted in the program, since consumption is eminently production and vice versa, by considering that the production process and its crossings (between electronic media platforms and communication technologies) construct social interaction practices within the reality show’s television format through the advertising flows. As specific objectives, we imposed on ourselves: to map Communication strategies from the reality show format; to reflect on the technological integration in production logics; to reflect on the implication of the use of leverage elements; to map and analyze the generation of both material and symbolic consumption. For the development of this research, we approached the axes using a theoretical foundation on Communication, Advertising, Consumption, Media, Technology, and Daily Life. The analysis axes were treated through a hexagonal construction framework based on the contributions of Latin American theorists to think about them from the perspective of communication flows that incorporate the Communication and Consumption Industry. We utilized a multimethodological research approach, or triangulation, using as theoretical framework the Para-social Relationship Theory. We employed a soft methodological approach to analyze the results, in order to overcome the difficulties of data access, especially for validating the results of material consumption. The findings revealed strong evidence of correlation between the new Advertising Production Logics, both for the generation and increase of brands’ analyzed material or symbolic consumption, within the temporal scope.