“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: Bernardo da Silva, Tatiana Maria
• 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
• topic: Virtual Communities; Consumer Resistance; Blogs; Cellphone.; Comunidades virtuais, resistência do consumidor, blogs, celularComunidades virtuais, resistência do consumidor, blogs, celular

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