Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/389 |
Resumo: | Based on the fact that children are progressively inserted in the digital communication channels, both consuming and producing content, the present research aimed to problematize a specific type of media production that has been attracting increasing attention and raising a significant new adepts in recent years: the so-called unboxing videos, whose free translation would be "out of the box." In child-oriented channels on online platforms such as YouTube, children display toys being unpacked gradually in front of the camera, demonstrating fun and relaxed product details and modes that are considered "right" and "desirable" to play. To reflect on communication and consumption of the ways of being children promoted in these media platforms, we analyzed in this study the channels of two young youtubers whose productions include videos of the unboxing type. We understand unboxing videos as a format that unsettles play and advertising, and the channels of youtubers are a fertile ground for the propagation of brands and products. We work with the methodology of critical analysis, which describes and interprets what it observes in the empirical field based on the theoretical-conceptual basis of the research. It is worth remembering that the offer of products directly from the market to the children's public has become complex mainly due to two factors: the first concerns the limits imposed by the regulation of advertising directed at children in Brazil. The second factor is related to the fact that marketing communication enters the daily life of the child without many times necessarily perceiving it as such. In this scenario, the border between entertainment and publicity is blurring the distinction and, therefore, the regulation of advertising communication in the digital spaces. Although we understand the connected child not as a helpless being, but as an active subject who appropriates with remarkable ease of online environments to communicate, socialize and have fun, we find worrying the lack of regulation of promotional practices and related in these environments. |
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Castro, Gisela Grangeiro da SilvaHoff, Tânia M. C.Tomaz, Renata10168392860Andrade, Marcelo de2020-07-16T13:50:43Z2019-03-26Andrade, Marcelo de. Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada. 2019. [137 f.]. Dissertação ( Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/389Based on the fact that children are progressively inserted in the digital communication channels, both consuming and producing content, the present research aimed to problematize a specific type of media production that has been attracting increasing attention and raising a significant new adepts in recent years: the so-called unboxing videos, whose free translation would be "out of the box." In child-oriented channels on online platforms such as YouTube, children display toys being unpacked gradually in front of the camera, demonstrating fun and relaxed product details and modes that are considered "right" and "desirable" to play. To reflect on communication and consumption of the ways of being children promoted in these media platforms, we analyzed in this study the channels of two young youtubers whose productions include videos of the unboxing type. We understand unboxing videos as a format that unsettles play and advertising, and the channels of youtubers are a fertile ground for the propagation of brands and products. We work with the methodology of critical analysis, which describes and interprets what it observes in the empirical field based on the theoretical-conceptual basis of the research. It is worth remembering that the offer of products directly from the market to the children's public has become complex mainly due to two factors: the first concerns the limits imposed by the regulation of advertising directed at children in Brazil. The second factor is related to the fact that marketing communication enters the daily life of the child without many times necessarily perceiving it as such. In this scenario, the border between entertainment and publicity is blurring the distinction and, therefore, the regulation of advertising communication in the digital spaces. Although we understand the connected child not as a helpless being, but as an active subject who appropriates with remarkable ease of online environments to communicate, socialize and have fun, we find worrying the lack of regulation of promotional practices and related in these environments.Tomando-se por base de que as crianças estão progressivamente inseridas em meio aos canais de comunicação digital, tanto consumindo quanto produzindo conteúdo, a presente pesquisa teve como objetivo problematizar um tipo específico de produção midiática que vem despertando crescente atenção e angariando um conjunto significativo de novos adeptos nos últimos anos: os chamados vídeos unboxing, cuja livre tradução seria “tirar da caixa”. Em canais voltados ao público infantil em plataformas online como o YouTube, crianças apresentam brinquedos sendo desembalados paulatinamente diante da câmera, demonstrando de modo divertido e descontraído os detalhes do produto e os modos considerados “corretos” e “desejáveis” de brincar. Para refletir sobre comunicação e consumo dos modos de ser criança promovidos nessas plataformas midiáticas, analisamos neste estudo os canais de duas youtubers mirins cujas produções englobam vídeos do tipo unboxing. Entendemos os vídeos unboxing como um formato que mescla de modo inquietante o brincar e o fazer publicidade, sendo os canais dos youtubers mirins um campo fértil para a propagação de marcas e produtos. Trabalhamos com a metodologia de análise crítica, a qual descreve e interpreta o que observa no campo empírico com base na fundamentação teórico-conceitual da pesquisa. Vale lembrar que a oferta de produtos diretamente do mercado ao público infantil tornou-se complexa principalmente devido a dois fatores: o primeiro diz respeito aos limites impostos pela regulamentação da publicidade dirigida à criança no Brasil. O segundo fator está relacionado ao fato da comunicação mercadológica adentrar no cotidiano da criança sem que muitas vezes a mesma necessariamente a perceba como tal. Neste cenário turva-se a fronteira entre diversão e publicidade dificultando a distinção e, portanto, a regulação da comunicação publicitária nos espaços digitais. Embora entendamos a criança conectada não como um ser indefeso, mas como sujeito ativo que se apropria com notável desenvoltura dos ambientes online para se comunicar, socializar e se divertir, nos parece preocupante a falta de regulamentação de práticas promocionais e afins nesses ambientes.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-07-16T12:09:29Z No. of bitstreams: 1 MARCELO DE ANDRADE.pdf: 4104689 bytes, checksum: b18802320355d21aba3f31969480a121 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-07-16T12:10:07Z (GMT) No. of bitstreams: 1 MARCELO DE ANDRADE.pdf: 4104689 bytes, checksum: b18802320355d21aba3f31969480a121 (MD5)Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2020-07-16T13:50:21Z (GMT) No. of bitstreams: 1 MARCELO DE ANDRADE.pdf: 4104689 bytes, checksum: b18802320355d21aba3f31969480a121 (MD5)Made available in DSpace on 2020-07-16T13:50:43Z (GMT). No. of bitstreams: 1 MARCELO DE ANDRADE.pdf: 4104689 bytes, checksum: b18802320355d21aba3f31969480a121 (MD5) Previous issue date: 2019-03-26application/pdfhttp://tede2.espm.br/retrieve/1236/MARCELO%20DE%20ANDRADE.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado em Comunicação e Práticas de ConsumoESPMBrasilESPM::Pós-Graduação Stricto SensuComunicação e consumo; criança conectada; publicidade infantil; YouTube; unboxingCommunication and consumption; child connected; children's advertising; YouTube; unboxingCIENCIAS SOCIAIS APLICADAS::COMUNICACAOComunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectadaCommunication, consumption and fun in unboxing videos: advertising and the connected childinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis1478719854366591830500500600-4455193753091852328-4056021055502874573info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILMARCELO DE ANDRADE.pdf.jpgMARCELO DE ANDRADE.pdf.jpgimage/jpeg3525http://tede2.espm.br:8080/tede/bitstream/tede/389/4/MARCELO+DE+ANDRADE.pdf.jpg80c90655f4ba4cdf265e3a9856388e05MD54TEXTMARCELO DE ANDRADE.pdf.txtMARCELO DE ANDRADE.pdf.txttext/plain314912http://tede2.espm.br:8080/tede/bitstream/tede/389/3/MARCELO+DE+ANDRADE.pdf.txt3f8c6f26def91790f64d54138533f4deMD53ORIGINALMARCELO DE ANDRADE.pdfMARCELO DE ANDRADE.pdfapplication/pdf4104689http://tede2.espm.br:8080/tede/bitstream/tede/389/2/MARCELO+DE+ANDRADE.pdfb18802320355d21aba3f31969480a121MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/389/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/3892020-07-17 01:00:12.742oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2020-07-17T04:00:12Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada |
dc.title.alternative.eng.fl_str_mv |
Communication, consumption and fun in unboxing videos: advertising and the connected child |
title |
Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada |
spellingShingle |
Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada Andrade, Marcelo de Comunicação e consumo; criança conectada; publicidade infantil; YouTube; unboxing Communication and consumption; child connected; children's advertising; YouTube; unboxing CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada |
title_full |
Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada |
title_fullStr |
Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada |
title_full_unstemmed |
Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada |
title_sort |
Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada |
author |
Andrade, Marcelo de |
author_facet |
Andrade, Marcelo de |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Castro, Gisela Grangeiro da Silva |
dc.contributor.referee1.fl_str_mv |
Hoff, Tânia M. C. |
dc.contributor.referee2.fl_str_mv |
Tomaz, Renata |
dc.contributor.authorID.fl_str_mv |
10168392860 |
dc.contributor.author.fl_str_mv |
Andrade, Marcelo de |
contributor_str_mv |
Castro, Gisela Grangeiro da Silva Hoff, Tânia M. C. Tomaz, Renata |
dc.subject.por.fl_str_mv |
Comunicação e consumo; criança conectada; publicidade infantil; YouTube; unboxing |
topic |
Comunicação e consumo; criança conectada; publicidade infantil; YouTube; unboxing Communication and consumption; child connected; children's advertising; YouTube; unboxing CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Communication and consumption; child connected; children's advertising; YouTube; unboxing |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
Based on the fact that children are progressively inserted in the digital communication channels, both consuming and producing content, the present research aimed to problematize a specific type of media production that has been attracting increasing attention and raising a significant new adepts in recent years: the so-called unboxing videos, whose free translation would be "out of the box." In child-oriented channels on online platforms such as YouTube, children display toys being unpacked gradually in front of the camera, demonstrating fun and relaxed product details and modes that are considered "right" and "desirable" to play. To reflect on communication and consumption of the ways of being children promoted in these media platforms, we analyzed in this study the channels of two young youtubers whose productions include videos of the unboxing type. We understand unboxing videos as a format that unsettles play and advertising, and the channels of youtubers are a fertile ground for the propagation of brands and products. We work with the methodology of critical analysis, which describes and interprets what it observes in the empirical field based on the theoretical-conceptual basis of the research. It is worth remembering that the offer of products directly from the market to the children's public has become complex mainly due to two factors: the first concerns the limits imposed by the regulation of advertising directed at children in Brazil. The second factor is related to the fact that marketing communication enters the daily life of the child without many times necessarily perceiving it as such. In this scenario, the border between entertainment and publicity is blurring the distinction and, therefore, the regulation of advertising communication in the digital spaces. Although we understand the connected child not as a helpless being, but as an active subject who appropriates with remarkable ease of online environments to communicate, socialize and have fun, we find worrying the lack of regulation of promotional practices and related in these environments. |
publishDate |
2019 |
dc.date.issued.fl_str_mv |
2019-03-26 |
dc.date.accessioned.fl_str_mv |
2020-07-16T13:50:43Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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Andrade, Marcelo de. Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada. 2019. [137 f.]. Dissertação ( Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/389 |
identifier_str_mv |
Andrade, Marcelo de. Comunicação, consumo e diversão nos vídeos unboxing: a publicidade e a criança conectada. 2019. [137 f.]. Dissertação ( Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
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