Influenciador digital: comunicação nas redes sociais em tempos de individualismo
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da PUC_SP |
Texto Completo: | https://repositorio.pucsp.br/jspui/handle/handle/26490 |
Resumo: | Introduction: The digital impacts the society and transforms all the ways of communication and relationships, creating opportunities for new activities in social media. Contextualize this moment through technologic and also the exacerbated individualism. Objective: characterize the digital influencers through their self-report and their ways of communication. Methodology: nonprobabilistic and intentional sample, composed per 45 women and 15 men, with average age of 39 years old. The included factors were: self-recognize as digital influencers and also have an active profile in social media platforms. The procedure was to apply an online questionnaire, elaborated by the researchers based on their self-professional experience, literature reference and also internet platforms. It had 24 closed and 2 opened questions, focused on the characterization of the digital influencers’s activities and on specifics aspects of their communication. The closed questions were applied on a statistical analysis. The results: majority of the group are women (73.3%), whom already works as digital influencers from 2 to 4 years (31.7%). Most of them considers it a profession, although only 56.7% has earnings from it. The main platform mentioned was Instagram (78.3%) and analysing the highlighted areas of activities, were detached: education (32%), beauty (25%), fashion (20%) and health (18%). Regarding the ways of communication, 46.7% quoted that they use their voices at high intensity, 55% uses emphasis and 48.3% uses informal vocabulary. It was observed some difficulties to understand the self-definition for their personas/images. About the future aspirations, it was observed that their goals are, in a descending order: be able to change life, to monetize their personal growth, to be a reference and to inspire people. Final conclusions: the main characteristics of the interviewed digital influencers were being able to receive earnings from that activity, the surprise of the initial and organic growth at the beginning and that they had Instagram as their main social media platform. The highlighted areas were education and beauty, the target audience is mostly composed by women, with age from 20 to 45 years old and their engagement comes mostly from likes and comments. Regarding communication, the main results were about the use of their voices at high intensity, deep voice, the use of emphasis and informal vocabulary. The impact of the digital transformation, brings us to raise questions about the liberty of the individuals in these new times, of the hypermodernity, which reveals itself the individualism society with major impacts in health - mental and physical - and in the society’s future as well |
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Silva, Marta Assumpção de Andrada ehttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4770828J7&tokenCaptchar=03AGdBq251DzF3-iOUOg1FVLfK-UwyR1OywfZNBkKpDCSyUAxkYCjSrOi8sXqygYy-i6MBERt1MEoZKnr5SMByKuI8XfBBFrH3tVWPSVBRG8ANnSCxoX926sD3Mkf9qSy0cUcdh_qggQAGyKSTNCl-gJubOwMT5G9U8JiK7VNfwpr0AF2ULc5DB7t_1fub1VwF-S85mKntrkgZb51508GEVg50TX9hLP8jttnatzPl-v13BiMY4uTMYb8ZOsWhZXmeyqXbo96IaHH1HUoFFxHM2tfNZvL5UK-NT6lvuyp-I6SJtji_YPIY-0dr7Y_rKHL3G_EsK-cwZyXl4b2EscRu5UhsTKRuk83OeWwFI-zGobKe7osoUxU2rCKIV2yDaQSFg4uzEEmExzcvVBa2HK6UvvuIvLgLtSwuQxgOEZuF37OQ9Mx22RfjEHzck-32_71jhnZrinVUO8v--ZdCC-pUTuqMBmb1Q5drbwhttp://lattes.cnpq.br/0112103321020031Baptista, Fernanda Daves Tonon2022-07-04T15:50:10Z2022-07-04T15:50:10Z2022-05-12Baptista, Fernanda Daves Tonon. Influenciador digital: comunicação nas redes sociais em tempos de individualismo. 2022. Dissertação (Mestrado em Comunicação Humana e Saúde) - Programa de Estudos Pós-Graduados em Comunicação Humana e Saúde da Pontifícia Universidade Católica de São Paulo, São Paulo, 2022.https://repositorio.pucsp.br/jspui/handle/handle/26490Introduction: The digital impacts the society and transforms all the ways of communication and relationships, creating opportunities for new activities in social media. Contextualize this moment through technologic and also the exacerbated individualism. Objective: characterize the digital influencers through their self-report and their ways of communication. Methodology: nonprobabilistic and intentional sample, composed per 45 women and 15 men, with average age of 39 years old. The included factors were: self-recognize as digital influencers and also have an active profile in social media platforms. The procedure was to apply an online questionnaire, elaborated by the researchers based on their self-professional experience, literature reference and also internet platforms. It had 24 closed and 2 opened questions, focused on the characterization of the digital influencers’s activities and on specifics aspects of their communication. The closed questions were applied on a statistical analysis. The results: majority of the group are women (73.3%), whom already works as digital influencers from 2 to 4 years (31.7%). Most of them considers it a profession, although only 56.7% has earnings from it. The main platform mentioned was Instagram (78.3%) and analysing the highlighted areas of activities, were detached: education (32%), beauty (25%), fashion (20%) and health (18%). Regarding the ways of communication, 46.7% quoted that they use their voices at high intensity, 55% uses emphasis and 48.3% uses informal vocabulary. It was observed some difficulties to understand the self-definition for their personas/images. About the future aspirations, it was observed that their goals are, in a descending order: be able to change life, to monetize their personal growth, to be a reference and to inspire people. Final conclusions: the main characteristics of the interviewed digital influencers were being able to receive earnings from that activity, the surprise of the initial and organic growth at the beginning and that they had Instagram as their main social media platform. The highlighted areas were education and beauty, the target audience is mostly composed by women, with age from 20 to 45 years old and their engagement comes mostly from likes and comments. Regarding communication, the main results were about the use of their voices at high intensity, deep voice, the use of emphasis and informal vocabulary. The impact of the digital transformation, brings us to raise questions about the liberty of the individuals in these new times, of the hypermodernity, which reveals itself the individualism society with major impacts in health - mental and physical - and in the society’s future as wellIntrodução: o digital impacta a sociedade e transforma as formas de comunicação e de relacionamento abrindo espaço de novas atividades em redes sociais. Contextualiza-se o espírito desse tempo pela tecnologia e individualismo exacerbado. Objetivo: caracterizar o influenciador digital por meio do autorrelato de sua atividade e comunicação. Método: a amostra, não probabilística e intencional, foi composta por 60 influenciadores digitais, 45 mulheres e 15 homens, com idade média de 39 anos. Os fatores de inclusão foram se autodenominar influenciador digital e possuir um perfil ativo em redes sociais. Como procedimento foi aplicado um instrumento on-line, elaborado pelas pesquisadoras com base na própria experiência profissional, na literatura e nas plataformas de Internet. Esse tinha 24 questões fechadas e 2 abertas, com foco na caracterização da atividade de influenciador e em aspectos específicos da comunicação. As respostas fechadas passaram por análise estatística Resultados: no grupo pesquisado teve maioria (73,3%) de mulheres, que atuam como influenciadores entre 2 a 4 anos (31,7%). A maioria considera essa atividade uma profissão, embora apenas 56,7% sejam remunerados para essa atividade. A principal plataforma foi o Instagram (78,3%), em relação as áreas de atuação foram observados: beleza (25%), educação (21,7%), moda (20%) e saúde (18,3%). Em relação a comunicação, 46,7% afirmaram usar a voz em alta intensidade, 55% utilizam ênfase e 48,3% vocabulário informal. Foi observado dificuldade na compreensão da questão para autodefinição de persona/imagem. Sobre a expectativa do futuro dos influenciadores digitais pesquisados foi encontrado em ordem decrescente: transformar vidas, monetizar crescimento pessoal, ser referência e inspirar pessoas. Considerações Finais: as características principais da atuação dos influenciadores analisados foram ser remunerados por essa atividade, ter tido um crescimento orgânico e inesperado no início e utilizarem Instagram como plataforma principal. As áreas de atuação mais presentes foram beleza e educação, o público-alvo mulheres de 20 a 45 anos e o engajamento e reconhecimento vem para pelos comentários e curtidas. Em relação a comunicação se destacou alta intensidade, voz grave, discurso com ênfase e vocabulário informal. Os impactos da transformação digital, nos levam a questionar a liberdade dos indivíduos nesses novos tempos, na hipermodernidade, na qual se revela a sociedade do individualismo desenfreado com impactos na saúde, física e mental, e no futuro da sociedadeConselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPqporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Comunicação Humana e SaúdePUC-SPBrasilFaculdade de Ciências Humanas e da SaúdeCNPQ::CIENCIAS DA SAUDE::FONOAUDIOLOGIAComunicaçãoIndividualismoMídia digitalAutorrelatoInternetCommunicationIndividualismDigital mediaSelf-relatedInternetInfluenciador digital: comunicação nas redes sociais em tempos de individualismoinfo: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_SPORIGINALFernanda Daves Tonon Baptista.pdfapplication/pdf1692000https://repositorio.pucsp.br/xmlui/bitstream/handle/26490/1/Fernanda%20Daves%20Tonon%20Baptista.pdfeae9081669c05cca1a298c7ccd4ea00aMD51TEXTFernanda Daves Tonon Baptista.pdf.txtFernanda Daves Tonon Baptista.pdf.txtExtracted texttext/plain109812https://repositorio.pucsp.br/xmlui/bitstream/handle/26490/2/Fernanda%20Daves%20Tonon%20Baptista.pdf.txt3a45fb8beab027bd9afabdb3531c94abMD52THUMBNAILFernanda Daves Tonon Baptista.pdf.jpgFernanda Daves Tonon Baptista.pdf.jpgGenerated Thumbnailimage/jpeg1325https://repositorio.pucsp.br/xmlui/bitstream/handle/26490/3/Fernanda%20Daves%20Tonon%20Baptista.pdf.jpgf0f358fb52eabf09e84d6a006d80d273MD53handle/264902022-07-05 10:22:03.246oai:repositorio.pucsp.br:handle/26490Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-07-05T13:22:03Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.pt_BR.fl_str_mv |
Influenciador digital: comunicação nas redes sociais em tempos de individualismo |
title |
Influenciador digital: comunicação nas redes sociais em tempos de individualismo |
spellingShingle |
Influenciador digital: comunicação nas redes sociais em tempos de individualismo Baptista, Fernanda Daves Tonon CNPQ::CIENCIAS DA SAUDE::FONOAUDIOLOGIA Comunicação Individualismo Mídia digital Autorrelato Internet Communication Individualism Digital media Self-related Internet |
title_short |
Influenciador digital: comunicação nas redes sociais em tempos de individualismo |
title_full |
Influenciador digital: comunicação nas redes sociais em tempos de individualismo |
title_fullStr |
Influenciador digital: comunicação nas redes sociais em tempos de individualismo |
title_full_unstemmed |
Influenciador digital: comunicação nas redes sociais em tempos de individualismo |
title_sort |
Influenciador digital: comunicação nas redes sociais em tempos de individualismo |
author |
Baptista, Fernanda Daves Tonon |
author_facet |
Baptista, Fernanda Daves Tonon |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Silva, Marta Assumpção de Andrada e |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4770828J7&tokenCaptchar=03AGdBq251DzF3-iOUOg1FVLfK-UwyR1OywfZNBkKpDCSyUAxkYCjSrOi8sXqygYy-i6MBERt1MEoZKnr5SMByKuI8XfBBFrH3tVWPSVBRG8ANnSCxoX926sD3Mkf9qSy0cUcdh_qggQAGyKSTNCl-gJubOwMT5G9U8JiK7VNfwpr0AF2ULc5DB7t_1fub1VwF-S85mKntrkgZb51508GEVg50TX9hLP8jttnatzPl-v13BiMY4uTMYb8ZOsWhZXmeyqXbo96IaHH1HUoFFxHM2tfNZvL5UK-NT6lvuyp-I6SJtji_YPIY-0dr7Y_rKHL3G_EsK-cwZyXl4b2EscRu5UhsTKRuk83OeWwFI-zGobKe7osoUxU2rCKIV2yDaQSFg4uzEEmExzcvVBa2HK6UvvuIvLgLtSwuQxgOEZuF37OQ9Mx22RfjEHzck-32_71jhnZrinVUO8v--ZdCC-pUTuqMBmb1Q5drbw |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/0112103321020031 |
dc.contributor.author.fl_str_mv |
Baptista, Fernanda Daves Tonon |
contributor_str_mv |
Silva, Marta Assumpção de Andrada e |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS DA SAUDE::FONOAUDIOLOGIA |
topic |
CNPQ::CIENCIAS DA SAUDE::FONOAUDIOLOGIA Comunicação Individualismo Mídia digital Autorrelato Internet Communication Individualism Digital media Self-related Internet |
dc.subject.por.fl_str_mv |
Comunicação Individualismo Mídia digital Autorrelato Internet |
dc.subject.eng.fl_str_mv |
Communication Individualism Digital media Self-related Internet |
description |
Introduction: The digital impacts the society and transforms all the ways of communication and relationships, creating opportunities for new activities in social media. Contextualize this moment through technologic and also the exacerbated individualism. Objective: characterize the digital influencers through their self-report and their ways of communication. Methodology: nonprobabilistic and intentional sample, composed per 45 women and 15 men, with average age of 39 years old. The included factors were: self-recognize as digital influencers and also have an active profile in social media platforms. The procedure was to apply an online questionnaire, elaborated by the researchers based on their self-professional experience, literature reference and also internet platforms. It had 24 closed and 2 opened questions, focused on the characterization of the digital influencers’s activities and on specifics aspects of their communication. The closed questions were applied on a statistical analysis. The results: majority of the group are women (73.3%), whom already works as digital influencers from 2 to 4 years (31.7%). Most of them considers it a profession, although only 56.7% has earnings from it. The main platform mentioned was Instagram (78.3%) and analysing the highlighted areas of activities, were detached: education (32%), beauty (25%), fashion (20%) and health (18%). Regarding the ways of communication, 46.7% quoted that they use their voices at high intensity, 55% uses emphasis and 48.3% uses informal vocabulary. It was observed some difficulties to understand the self-definition for their personas/images. About the future aspirations, it was observed that their goals are, in a descending order: be able to change life, to monetize their personal growth, to be a reference and to inspire people. Final conclusions: the main characteristics of the interviewed digital influencers were being able to receive earnings from that activity, the surprise of the initial and organic growth at the beginning and that they had Instagram as their main social media platform. The highlighted areas were education and beauty, the target audience is mostly composed by women, with age from 20 to 45 years old and their engagement comes mostly from likes and comments. Regarding communication, the main results were about the use of their voices at high intensity, deep voice, the use of emphasis and informal vocabulary. The impact of the digital transformation, brings us to raise questions about the liberty of the individuals in these new times, of the hypermodernity, which reveals itself the individualism society with major impacts in health - mental and physical - and in the society’s future as well |
publishDate |
2022 |
dc.date.accessioned.fl_str_mv |
2022-07-04T15:50:10Z |
dc.date.available.fl_str_mv |
2022-07-04T15:50:10Z |
dc.date.issued.fl_str_mv |
2022-05-12 |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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Baptista, Fernanda Daves Tonon. Influenciador digital: comunicação nas redes sociais em tempos de individualismo. 2022. Dissertação (Mestrado em Comunicação Humana e Saúde) - Programa de Estudos Pós-Graduados em Comunicação Humana e Saúde da Pontifícia Universidade Católica de São Paulo, São Paulo, 2022. |
dc.identifier.uri.fl_str_mv |
https://repositorio.pucsp.br/jspui/handle/handle/26490 |
identifier_str_mv |
Baptista, Fernanda Daves Tonon. Influenciador digital: comunicação nas redes sociais em tempos de individualismo. 2022. Dissertação (Mestrado em Comunicação Humana e Saúde) - Programa de Estudos Pós-Graduados em Comunicação Humana e Saúde da Pontifícia Universidade Católica de São Paulo, São Paulo, 2022. |
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Brasil |
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Faculdade de Ciências Humanas e da Saúde |
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Pontifícia Universidade Católica de São Paulo |
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