Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço

Detalhes bibliográficos
Autor(a) principal: Marquesi, Alexandre Cavalcanti
Data de Publicação: 2010
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
Texto Completo: https://tede2.pucsp.br/handle/handle/5321
Resumo: The main objective of this research project is to examine the real reasons for the behavioral paradox of people in cyberspace, i.e., the complete change in their original attitudes and objectives after accessing the Internet. This work presents a sociocultural map of the factors involved in the seduction of the desire to buy on the Internet, seeking to understand what actually causes the aforementioned paradox to occur in the context of the social appropriation of interactive media. In practical terms, therefore, the research problem is as follows: Why does a person enter cyberspace with the intention of carrying out a given task, but upon becoming immersed in this environment, end up performing other activities and even prioritizing them, thereby using up the time required to perform his originally planned tasks? Are the reasons for this discrepancy of objectives simply psychological and this behavior seasonal? Is it merely a question of suspended or disordered self-control reduced to the sphere of individuality? Or is the process involving, as it does, a breakaway from the intended path , a significant deviation , a deeper one and of a collective nature, presenting signs of an anthropological and philosophical problem that encompasses relationships with time, space, worldly objects (immaterial) and with other people experienced differently in cyberspace during the sojourn into the Internet? The main hypothesis of this research refers to the latter alternative. The methodology adopted here consists of bibliographical and empirical research aimed at scrutinizing the main reasons that make this paradox a daily reality of cyberspace journeyers in today s consumer society. This study focuses on cybercultural environments, which, in this dissertation, are understood as techno-symbolic manifestations of the glocal phenomenon, i.e., neither global nor local, but belonging to an approach of third magnitude that cannot be reduced to its constituents elements. From the epistemological standpoint of this research, there is another important hypothesis: the unwanted or unexpected activities to which a person is subject, voluntarily or involuntarily, when immersed in cyberspace take place in the interactive glocal context. The theoretical body of reference for this research encompasses postmodern and contemporary authors such as Baudrillard, Harvey, Morin, Foucault, Trivinho and Virilio, and is based on the perspectives of sociodromology, poststructuralism, postmodernism, post-Marxism and the current critique of communication and mediatic civilization. The fulfillment of the study objectives evidently presupposes an understanding of the cultural nature of human attitudes, the socio-technological aspects of cyberculture and their impact on the lives of individuals in this context. The development of this dissertation based on theoretical and methodological principles ensures its place in the field of communication
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spelling Trivinho, Eugêniohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4737665J5Marquesi, Alexandre Cavalcanti2016-04-26T18:18:45Z2010-07-302010-05-10Marquesi, Alexandre Cavalcanti. Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço. 2010. 116 f. Dissertação (Mestrado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2010.https://tede2.pucsp.br/handle/handle/5321The main objective of this research project is to examine the real reasons for the behavioral paradox of people in cyberspace, i.e., the complete change in their original attitudes and objectives after accessing the Internet. This work presents a sociocultural map of the factors involved in the seduction of the desire to buy on the Internet, seeking to understand what actually causes the aforementioned paradox to occur in the context of the social appropriation of interactive media. In practical terms, therefore, the research problem is as follows: Why does a person enter cyberspace with the intention of carrying out a given task, but upon becoming immersed in this environment, end up performing other activities and even prioritizing them, thereby using up the time required to perform his originally planned tasks? Are the reasons for this discrepancy of objectives simply psychological and this behavior seasonal? Is it merely a question of suspended or disordered self-control reduced to the sphere of individuality? Or is the process involving, as it does, a breakaway from the intended path , a significant deviation , a deeper one and of a collective nature, presenting signs of an anthropological and philosophical problem that encompasses relationships with time, space, worldly objects (immaterial) and with other people experienced differently in cyberspace during the sojourn into the Internet? The main hypothesis of this research refers to the latter alternative. The methodology adopted here consists of bibliographical and empirical research aimed at scrutinizing the main reasons that make this paradox a daily reality of cyberspace journeyers in today s consumer society. This study focuses on cybercultural environments, which, in this dissertation, are understood as techno-symbolic manifestations of the glocal phenomenon, i.e., neither global nor local, but belonging to an approach of third magnitude that cannot be reduced to its constituents elements. From the epistemological standpoint of this research, there is another important hypothesis: the unwanted or unexpected activities to which a person is subject, voluntarily or involuntarily, when immersed in cyberspace take place in the interactive glocal context. The theoretical body of reference for this research encompasses postmodern and contemporary authors such as Baudrillard, Harvey, Morin, Foucault, Trivinho and Virilio, and is based on the perspectives of sociodromology, poststructuralism, postmodernism, post-Marxism and the current critique of communication and mediatic civilization. The fulfillment of the study objectives evidently presupposes an understanding of the cultural nature of human attitudes, the socio-technological aspects of cyberculture and their impact on the lives of individuals in this context. The development of this dissertation based on theoretical and methodological principles ensures its place in the field of communicationEste Projeto de Pesquisa tem como principal objetivo a investigação dos reais motivos implicados no que se pode chamar de paradoxo comportamental ou paradoxo cibercultural dromocrático dos sujeitos no ciberespaço: o desenvolvimento de atitudes e o cumprimento de objetivos totalmente distintos dos inicialmente planejados e desejados após a entrada na rede. O trabalho apresenta um mapeamento sociocultural dos fatores envolvidos na sedução do desejo de compra na rede, a fim de se compreender o que de fato influencia a produção do mencionado paradoxo no contexto da apropriação social das mídias interativas. O problema de pesquisa assim se apresenta, em termos práticos: por que o sujeito ingressa no ciberespaço pensando em realizar apenas as tarefas previstas e recorrentemente acaba, no processo de imersão, cumprindo outras atividades (e até mesmo dando-lhes prioridade), de modo a esgotar muitas vezes nelas o tempo necessário ao cumprimento das tarefas anteriormente previstas? As razões dessa discrepância de objetivos são apenas psicológicas e comportamentais sazonais? Trata-se somente de uma questão de suspensão ou desordem do autocontrole , reduzida à esfera da individualidade? Ou o processo, por envolver uma quebra ou dobra de percurso, um desvio significativo, é mais profundo, de natureza coletiva, apresentando indícios de uma problemática antropológica e filosófica que abarca a relação com o tempo, com o espaço, com os objetos do mundo (imaterial) e com o outro doravante vividos de modo diverso na cibercultura durante a permanência na rede? A principal hipótese da pesquisa recobre essa última alternativa. A metodologia adotada abrange pesquisa bibliográfica e pesquisa empírica, em compatibilidade com a dissecação das principais razões que tornam o paradoxo uma realidade diária dos dromoaptos (capazes de serem velozes) na sociedade de consumo atual. O estudo está focado em ambientes ciberculturais que, na dissertação, serão compreendidos como manifestação tecnossimbólica do fenômeno glocal, isto é, nem global, nem local, mas vertente de terceira grandeza, já realizada planetariamente e não redutível aos seus elementos constituintes. Na perspectiva epistemológica da pesquisa, aventa-se outra importante hipótese: é no contexto glocal interativo que se efetivam, em percurso tortuoso e lúdico, as atividades nãodesejadas ou não-esperadas das quais o sujeito é, voluntária ou involuntariamente, objeto quando imerso no ciberespaço. O quadro teórico de referência é formado por autores pós-modernistas e contemporâneos como Baudrillard, Harvey, Morin, Foucault, Trivinho e Virilio, e se baseia nas perspectivas da sociodromologia, do pósestruturalismo, do pós-modernismo, do pós-marxismo e da crítica atual da comunicação e da civilização mediática. Nessa esteira, o cumprimento dos objetivos do estudo pressupõe, evidentemente, a compreensão da natureza cultural das atitudes humanas, dos aspectos sociotecnológicos da cibercultura e de seus impactos na vida dos indivíduos nesse contexto. A consolidação do trabalho com base nesse recorte de princípios teóricos e metodológicos garante, integralmente, seu pertencimento à área de Comunicaçãoapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/13904/Alexandre%20Cavalcanti%20Marquesi.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Comunicação e SemióticaPUC-SPBRComunicaçãoCiberculturaDesejo de compra e posseParadoxo comportamentalDesvio de percursoCiberespacoComputadores e civilizacaoConsumo (Economia) -- Aspectos sociaisMultimidia interativaCybercultureCyberspaceDesire to buyBehavioral paradoxRoute deviationCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOMídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaçoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTAlexandre Cavalcanti Marquesi.pdf.txtAlexandre Cavalcanti Marquesi.pdf.txtExtracted texttext/plain195505https://repositorio.pucsp.br/xmlui/bitstream/handle/5321/3/Alexandre%20Cavalcanti%20Marquesi.pdf.txt85a673a5ce4b06347c3b1e000d595e75MD53ORIGINALAlexandre Cavalcanti Marquesi.pdfapplication/pdf2011035https://repositorio.pucsp.br/xmlui/bitstream/handle/5321/1/Alexandre%20Cavalcanti%20Marquesi.pdf32d3c7addbfb91620d98df0370525f80MD51THUMBNAILAlexandre Cavalcanti Marquesi.pdf.jpgAlexandre Cavalcanti Marquesi.pdf.jpgGenerated Thumbnailimage/jpeg1943https://repositorio.pucsp.br/xmlui/bitstream/handle/5321/2/Alexandre%20Cavalcanti%20Marquesi.pdf.jpgcc73c4c239a4c332d642ba1e7c7a9fb2MD52handle/53212022-04-28 19:19:23.348oai:repositorio.pucsp.br:handle/5321Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-04-28T22:19:23Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.por.fl_str_mv Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço
title Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço
spellingShingle Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço
Marquesi, Alexandre Cavalcanti
Cibercultura
Desejo de compra e posse
Paradoxo comportamental
Desvio de percurso
Ciberespaco
Computadores e civilizacao
Consumo (Economia) -- Aspectos sociais
Multimidia interativa
Cyberculture
Cyberspace
Desire to buy
Behavioral paradox
Route deviation
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
title_short Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço
title_full Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço
title_fullStr Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço
title_full_unstemmed Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço
title_sort Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço
author Marquesi, Alexandre Cavalcanti
author_facet Marquesi, Alexandre Cavalcanti
author_role author
dc.contributor.advisor1.fl_str_mv Trivinho, Eugênio
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4737665J5
dc.contributor.author.fl_str_mv Marquesi, Alexandre Cavalcanti
contributor_str_mv Trivinho, Eugênio
dc.subject.por.fl_str_mv Cibercultura
Desejo de compra e posse
Paradoxo comportamental
Desvio de percurso
Ciberespaco
Computadores e civilizacao
Consumo (Economia) -- Aspectos sociais
Multimidia interativa
topic Cibercultura
Desejo de compra e posse
Paradoxo comportamental
Desvio de percurso
Ciberespaco
Computadores e civilizacao
Consumo (Economia) -- Aspectos sociais
Multimidia interativa
Cyberculture
Cyberspace
Desire to buy
Behavioral paradox
Route deviation
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
dc.subject.eng.fl_str_mv Cyberculture
Cyberspace
Desire to buy
Behavioral paradox
Route deviation
dc.subject.cnpq.fl_str_mv CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
description The main objective of this research project is to examine the real reasons for the behavioral paradox of people in cyberspace, i.e., the complete change in their original attitudes and objectives after accessing the Internet. This work presents a sociocultural map of the factors involved in the seduction of the desire to buy on the Internet, seeking to understand what actually causes the aforementioned paradox to occur in the context of the social appropriation of interactive media. In practical terms, therefore, the research problem is as follows: Why does a person enter cyberspace with the intention of carrying out a given task, but upon becoming immersed in this environment, end up performing other activities and even prioritizing them, thereby using up the time required to perform his originally planned tasks? Are the reasons for this discrepancy of objectives simply psychological and this behavior seasonal? Is it merely a question of suspended or disordered self-control reduced to the sphere of individuality? Or is the process involving, as it does, a breakaway from the intended path , a significant deviation , a deeper one and of a collective nature, presenting signs of an anthropological and philosophical problem that encompasses relationships with time, space, worldly objects (immaterial) and with other people experienced differently in cyberspace during the sojourn into the Internet? The main hypothesis of this research refers to the latter alternative. The methodology adopted here consists of bibliographical and empirical research aimed at scrutinizing the main reasons that make this paradox a daily reality of cyberspace journeyers in today s consumer society. This study focuses on cybercultural environments, which, in this dissertation, are understood as techno-symbolic manifestations of the glocal phenomenon, i.e., neither global nor local, but belonging to an approach of third magnitude that cannot be reduced to its constituents elements. From the epistemological standpoint of this research, there is another important hypothesis: the unwanted or unexpected activities to which a person is subject, voluntarily or involuntarily, when immersed in cyberspace take place in the interactive glocal context. The theoretical body of reference for this research encompasses postmodern and contemporary authors such as Baudrillard, Harvey, Morin, Foucault, Trivinho and Virilio, and is based on the perspectives of sociodromology, poststructuralism, postmodernism, post-Marxism and the current critique of communication and mediatic civilization. The fulfillment of the study objectives evidently presupposes an understanding of the cultural nature of human attitudes, the socio-technological aspects of cyberculture and their impact on the lives of individuals in this context. The development of this dissertation based on theoretical and methodological principles ensures its place in the field of communication
publishDate 2010
dc.date.available.fl_str_mv 2010-07-30
dc.date.issued.fl_str_mv 2010-05-10
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dc.identifier.citation.fl_str_mv Marquesi, Alexandre Cavalcanti. Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço. 2010. 116 f. Dissertação (Mestrado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2010.
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identifier_str_mv Marquesi, Alexandre Cavalcanti. Mídia interativa e paradoxos comportamentais: vicissitudes do desejo de compra no ciberespaço. 2010. 116 f. Dissertação (Mestrado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2010.
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