NARRATIVA AUDIOVISUAL, YOUTUBERS E A AUTOPROMOÇÃO DO INDIVÍDUO MÍDIA NO AMBIENTE HIPERMIDIÁTICO

• Autor(a) principal: SOUZA, ROGÉRIO FURLAN DE
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/1807
• topic: Narrativa audiovisual; Internet; Comunicação hipermidiática; Autopromoção; Youtubers; Audiovisual narrative; Internet; Hypermiditic communication; Self-promotion; Youtubers; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The present research aimed to identify the viability and potential of the audiovisual narrative in the self-promotion of the youtubers in the hypermiditic environment. Through a literature review, document analysis and study of multiple cases of three youtubers, they were analyzed communicational behavior of digital influencers and exposure of these individual media as consumption 'products' in the current connected society. This theme is justified by the current social impact of internet, by the vast consumption of videos on online platforms and by the emergence of "webcelebrities" that have become opinion makers for specific audiences. Based on the researched concepts, it was possible to immerse in the social transformations caused by consumer culture and recognize the role of technological innovations in the development of new communication processes, which were adopted by the market and come up with innovative ways of interaction for this relational environment. This made possible to note the emergence of a scenario in which the subjects or social actors began to promote themselves as result of the digital technologies and online social networks from internet connections. Some methods of audiovisual recording, the evolution of languages and the relevance of this narrative structure in contemporary social processes were also referenced in this research. Therefore, they highlighted the main technical and aesthetic resources adopted in the production of video content as well as the composition of the visual and sound elements, helping in the construction of messages and communication among people. Subsequently, it was possible to detect the communication perspectives generated by the convergence between the media, the new audiovisual narratives existing in the hypermedia environment and the potential of this scenario in the dissemination and self-promotion of individuals. The importance of digital online platforms for video publishing was highlighted and how YouTube revolutionized the universe of audiovisual content creation, development and distribution. In this sense, they tried to analyze the youtubers and their role as personalities that arouse the interest of countless followers inside and outside of cyberspace. As result of the reflection developed, this research verified that audiovisual narrative is fundamental in the construction of these personalities in their condition of constant self-promotion in hypermedia spaces, since these media individuals became known as a result of the videos produced by themselves for their channels on YouTube. In addition, the factors responsible for keeping them in evidence, the dissemination of their projects through self-promotion and contact with different audiences still depend directly on the resources derived from the audiovisual language and the publication of their videos on the internet.