“The Resistance of a Digital Collar”: A Study Targeting the Resistance Movement of Using Cellular Phones in Blogs and in Virtual Communities
Autor(a) principal: | |
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Data de Publicação: | 2010 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12611 |
Resumo: | Consumers are now more capable of resisting the marketing activities of corporations. The present work is a qualitative research, aiming to examine the behavior, and reasons, behind the counteraction of cellphone-use in web forums. To achieve this, objective netnography was chosen as a means of investigating the behavior of participants in these communities. Four Brazilian blogs and a community of the social networking website, Orkut, were chosen and investigated. The researchers involvement allowed data to be obtained from the forums, from the observations of various interactions in such forums and interviews with blog owners. Therefore, with discourse analysis wehave identified the reasons contributing to the counteraction of cellphone-use when using web forums: the imprisonment; lack of education, consumerism, and the unwieldly nature of using a cellphone. DOI: 10.5585/remark.v9i2.2171 |
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oai:https://periodicos.uninove.br:article/12611 |
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“The Resistance of a Digital Collar”: A Study Targeting the Resistance Movement of Using Cellular Phones in Blogs and in Virtual Communities“Não Preciso de Coleira Eletrônica!”: Um Estudo Sobre o Movimento de Resistência ao Celular em Blogs e Comunidades VirtuaisVirtual Communities; Consumer Resistance; Blogs; Cellphone.Comunidades virtuais, resistência do consumidor, blogs, celularComunidades virtuais, resistência do consumidor, blogs, celularConsumers are now more capable of resisting the marketing activities of corporations. The present work is a qualitative research, aiming to examine the behavior, and reasons, behind the counteraction of cellphone-use in web forums. To achieve this, objective netnography was chosen as a means of investigating the behavior of participants in these communities. Four Brazilian blogs and a community of the social networking website, Orkut, were chosen and investigated. The researchers involvement allowed data to be obtained from the forums, from the observations of various interactions in such forums and interviews with blog owners. Therefore, with discourse analysis wehave identified the reasons contributing to the counteraction of cellphone-use when using web forums: the imprisonment; lack of education, consumerism, and the unwieldly nature of using a cellphone. DOI: 10.5585/remark.v9i2.2171Atualmente os consumidores esto mais aptos a resistir s aes de marketing das organizaes. O presente trabalho trata de uma pesquisa qualitativa que pretende analisar os comportamentos e as razes de resistncia ao celular em fruns na web. Para cumprir tal objetivo, foi escolhida a netnografia como meio de investigao do comportamento dos participantes dessas comunidades. Foram escolhidos e investigados quatro blogs nacionais e uma comunidade do site de relacionamento Orkut. A imerso da pesquisadora nestes permitiu que dados fossem copiados dos fruns e a partir das observaes das interaes em tais fruns, das entrevistas realizadas com os donos dos blogs investigados e da anlise do discurso, foram identificados os motivos para a resistncia ao celular: o aprisionamento; a falta de educao; o consumismo; e, o uso incmodo. DOI: 10.5585/remark.v9i2.2171Universidade Nove de Julho - Uninove2010-10-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1261110.5585/remark.v9i2.2171ReMark - Revista Brasileira de Marketing; v. 9, n. 2 (2010): maio - agosto; 113-1362177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12611/6159Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessBernardo da Silva, Tatiana Maria2019-06-21T14:39:37Zoai:https://periodicos.uninove.br:article/12611Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:39:37REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
“The Resistance of a Digital Collar”: A Study Targeting the Resistance Movement of Using Cellular Phones in Blogs and in Virtual Communities “Não Preciso de Coleira Eletrônica!”: Um Estudo Sobre o Movimento de Resistência ao Celular em Blogs e Comunidades Virtuais |
title |
“The Resistance of a Digital Collar”: A Study Targeting the Resistance Movement of Using Cellular Phones in Blogs and in Virtual Communities |
spellingShingle |
“The Resistance of a Digital Collar”: A Study Targeting the Resistance Movement of Using Cellular Phones in Blogs and in Virtual Communities Bernardo da Silva, Tatiana Maria Virtual Communities; Consumer Resistance; Blogs; Cellphone. Comunidades virtuais, resistência do consumidor, blogs, celularComunidades virtuais, resistência do consumidor, blogs, celular |
title_short |
“The Resistance of a Digital Collar”: A Study Targeting the Resistance Movement of Using Cellular Phones in Blogs and in Virtual Communities |
title_full |
“The Resistance of a Digital Collar”: A Study Targeting the Resistance Movement of Using Cellular Phones in Blogs and in Virtual Communities |
title_fullStr |
“The Resistance of a Digital Collar”: A Study Targeting the Resistance Movement of Using Cellular Phones in Blogs and in Virtual Communities |
title_full_unstemmed |
“The Resistance of a Digital Collar”: A Study Targeting the Resistance Movement of Using Cellular Phones in Blogs and in Virtual Communities |
title_sort |
“The Resistance of a Digital Collar”: A Study Targeting the Resistance Movement of Using Cellular Phones in Blogs and in Virtual Communities |
author |
Bernardo da Silva, Tatiana Maria |
author_facet |
Bernardo da Silva, Tatiana Maria |
author_role |
author |
dc.contributor.author.fl_str_mv |
Bernardo da Silva, Tatiana Maria |
dc.subject.por.fl_str_mv |
Virtual Communities; Consumer Resistance; Blogs; Cellphone. Comunidades virtuais, resistência do consumidor, blogs, celularComunidades virtuais, resistência do consumidor, blogs, celular |
topic |
Virtual Communities; Consumer Resistance; Blogs; Cellphone. Comunidades virtuais, resistência do consumidor, blogs, celularComunidades virtuais, resistência do consumidor, blogs, celular |
description |
Consumers are now more capable of resisting the marketing activities of corporations. The present work is a qualitative research, aiming to examine the behavior, and reasons, behind the counteraction of cellphone-use in web forums. To achieve this, objective netnography was chosen as a means of investigating the behavior of participants in these communities. Four Brazilian blogs and a community of the social networking website, Orkut, were chosen and investigated. The researchers involvement allowed data to be obtained from the forums, from the observations of various interactions in such forums and interviews with blog owners. Therefore, with discourse analysis wehave identified the reasons contributing to the counteraction of cellphone-use when using web forums: the imprisonment; lack of education, consumerism, and the unwieldly nature of using a cellphone. DOI: 10.5585/remark.v9i2.2171 |
publishDate |
2010 |
dc.date.none.fl_str_mv |
2010-10-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12611 10.5585/remark.v9i2.2171 |
url |
https://periodicos.uninove.br/remark/article/view/12611 |
identifier_str_mv |
10.5585/remark.v9i2.2171 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12611/6159 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 9, n. 2 (2010): maio - agosto; 113-136 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642028920832 |