Entre redes: juventudes, ambientes virtuais e vidas entretidas
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFSCAR |
Texto Completo: | https://repositorio.ufscar.br/handle/ufscar/12048 |
Resumo: | Assuming that digital social networks have a great impact on contemporary society, as a means of circulating information, opinion and influence; there is a correlation between digital networks, the transmission of information through digital influencers and the daily lives of young people towards the established social organization. From the theoretical assumptions of social occupational therapy, specifically affiliated with the methodological current of historical materialism proposed by Brazilian occupational therapists in the 1980s, this analysis is proposed in the understanding of juvenile lifestyles and the impact of digital platforms in the stylization processes of life. The purpose of this thesis was to analyze and discuss the use of digital social networks and their presence on issues related to youth daily life and their ways of life, through digital influencers, personalities who publish constant content directed to young people. The methodology was based on the resource of netnography, which uses the theoretical foundations of ethnography in digital environments. The empirical field consisted of three phases: interviews with communication professionals; youth activity workshops in Brazil and Portugal; conducting netnographs with the five most cited digital influencers in previous phases, specifically through video analysis of young digital influencers posted on YouTube. As a result, the interviews showed the marketing strategies linked to the digital influencers. In the workshops, young people demonstrated how digital platforms are related to their daily lives, identifying humor, sports and music as the content they most view and share on networks, and also indicated digital influencers of their preferences. The netnographs were developed with five digital influencers, namely: Whindersson Nunes, Julio Cocielo, Dani Russo, Felipe Neto and Niina Secrets; seen as "celebrities" of virtual spaces, as well as a process of professionalization in being a "youtuber". With this professionalization, alignment with the market and the purchase of consumer goods was evident in all influencers who practice a direct relationship between product and consumption, in advertising and marketing strategies. The results showed that digital influencers have a significant share of representativeness in the contemporary youth universe of varied cultural, social and economic contexts, promoting debates and influences in decision making about lifestyles. From the netnographic analysis, together with the other phases of the empirical field, it can be concluded that the results show that the influencers are configured as communicators within a mass culture, which stimulates consumption and influence juvenile ways of life, conveying content with low criticality and high conservative value. The work sought, from the perspective of social occupational therapy, the work sought to understand the Internet as a socio-technique of virtual environments influencing youth lifestyles. |
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Barreiro, Rafael GarciaMalfitano, Ana Paula Serratahttp://lattes.cnpq.br/1462870858750395http://lattes.cnpq.br/1224310568760472b31eaa3e-b64f-4122-963b-4d0ac3e1a7f32019-11-21T17:41:37Z2019-11-21T17:41:37Z2019-08-30BARREIRO, Rafael Garcia. Entre redes: juventudes, ambientes virtuais e vidas entretidas. 2019. Tese (Doutorado em Terapia Ocupacional) – Universidade Federal de São Carlos, São Carlos, 2019. Disponível em: https://repositorio.ufscar.br/handle/ufscar/12048.https://repositorio.ufscar.br/handle/ufscar/12048Assuming that digital social networks have a great impact on contemporary society, as a means of circulating information, opinion and influence; there is a correlation between digital networks, the transmission of information through digital influencers and the daily lives of young people towards the established social organization. From the theoretical assumptions of social occupational therapy, specifically affiliated with the methodological current of historical materialism proposed by Brazilian occupational therapists in the 1980s, this analysis is proposed in the understanding of juvenile lifestyles and the impact of digital platforms in the stylization processes of life. The purpose of this thesis was to analyze and discuss the use of digital social networks and their presence on issues related to youth daily life and their ways of life, through digital influencers, personalities who publish constant content directed to young people. The methodology was based on the resource of netnography, which uses the theoretical foundations of ethnography in digital environments. The empirical field consisted of three phases: interviews with communication professionals; youth activity workshops in Brazil and Portugal; conducting netnographs with the five most cited digital influencers in previous phases, specifically through video analysis of young digital influencers posted on YouTube. As a result, the interviews showed the marketing strategies linked to the digital influencers. In the workshops, young people demonstrated how digital platforms are related to their daily lives, identifying humor, sports and music as the content they most view and share on networks, and also indicated digital influencers of their preferences. The netnographs were developed with five digital influencers, namely: Whindersson Nunes, Julio Cocielo, Dani Russo, Felipe Neto and Niina Secrets; seen as "celebrities" of virtual spaces, as well as a process of professionalization in being a "youtuber". With this professionalization, alignment with the market and the purchase of consumer goods was evident in all influencers who practice a direct relationship between product and consumption, in advertising and marketing strategies. The results showed that digital influencers have a significant share of representativeness in the contemporary youth universe of varied cultural, social and economic contexts, promoting debates and influences in decision making about lifestyles. From the netnographic analysis, together with the other phases of the empirical field, it can be concluded that the results show that the influencers are configured as communicators within a mass culture, which stimulates consumption and influence juvenile ways of life, conveying content with low criticality and high conservative value. The work sought, from the perspective of social occupational therapy, the work sought to understand the Internet as a socio-technique of virtual environments influencing youth lifestyles.Partindo do pressuposto que as redes sociais digitais têm grande impacto na sociedade contemporânea, como meio de circulação de informação, opinião e influência, observa-se uma correlação entre as redes digitais, a veiculação de informação através de influenciadores digitais e o cotidiano dos jovens perante à organização social estabelecida. A partir dos pressupostos teóricos da terapia ocupacional social, filiando-se especificamente ao materialismo-histórico, utilizado por terapeutas ocupacionais brasileiras na década de 1980, conceitua-se a análise proposta no entendimento dos modos de vida juvenis e o impacto das plataformas digitais nos processos de estilização da vida. O objetivo desta tese foi analisar e discutir o uso das redes sociais digitais e a sua presença nas questões relativas ao cotidiano juvenil e seus modos de vida, por meio dos influenciadores digitais, personalidades que publicam conteúdos constantes direcionados aos jovens. A metodologia teve como base o recurso da netnografia, que utiliza os fundamentos teóricos da etnografia nos ambientes digitais. O campo empírico foi composto por três fases: entrevistas com profissionais da área de comunicação; oficinas de atividade com jovens no Brasil e em Portugal; realização de netnografias com os cinco influenciadores digitais mais citados nas fases anteriores, especificamente por meio da análise de vídeos de jovens influenciadores digitais, publicados no Youtube. Como resultados, as entrevistas evidenciaram as estratégias mercadológicas vinculadas aos influenciadores digitais. Nas oficinas de atividade, os jovens demonstraram como as plataformas digitais estão relacionadas aos seus cotidianos, identificando o humor, esportes e música como os conteúdos que mais visualizam e compartilham nas redes, e ainda indicaram influenciadores digitais de suas preferências. As netnografias foram desenvolvidas com cinco influenciadores digitais, a saber: Whindersson Nunes, Júlio Cocielo, Dani Russo, Felipe Neto e Niina Secrets; vistos como “celebridades” dos espaços virtuais, assim como em um processo de profissionalização em ser um ‘youtuber’. Com essa profissionalização, o alinhamento com o mercado e a aquisição de bens de consumo foi evidente em todos os influenciadores que praticam uma relação direta entre produto e consumo, nas estratégias de propaganda e marketing. Os resultados obtidos evidenciaram que os influenciadores digitais possuem uma parcela significativa de representatividade no universo juvenil contemporâneo de variados contextos culturais, sociais e econômicos, promovendo debates e influências na tomada de decisão acerca dos modos de vida. A partir da análise netnográfica, juntamente às outras fases do campo empírico, conclui-se que os resultados demonstram que os influenciadores se configuram com comunicadores dentro de uma cultura de massa, que estimula o consumo e influenciam os modos de vidas juvenis, veiculando conteúdos com pouca criticidade e com alto valor conservador. O trabalho buscou, sob a perspectiva da terapia ocupacional social, compreender a Internet como uma sócio-técnica dos ambientes virtuais influenciando os modos de vida juvenis.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)CAPES: 88881.133668/2016-01porUniversidade Federal de São CarlosCâmpus São CarlosPrograma de Pós-Graduação em Terapia Ocupacional - PPGTOUFSCarAttribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/info:eu-repo/semantics/openAccessJuventudesInternetInternetModos de vidaTerapia ocupacional socialYouthLifestyleSocial occupational therapyCIENCIAS DA SAUDE::FISIOTERAPIA E TERAPIA OCUPACIONALEntre redes: juventudes, ambientes virtuais e vidas entretidasBetween networks: youths, virtual environments and entertaining livesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesis600600eaee8cf2-1783-4b4b-8fc0-81ef49963215reponame:Repositório Institucional da UFSCARinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCARORIGINALRAFAEL_TESE_FINAL.pdfRAFAEL_TESE_FINAL.pdfapplication/pdf34183548https://repositorio.ufscar.br/bitstream/ufscar/12048/1/RAFAEL_TESE_FINAL.pdfdd9652cb2d29c1a8118373f7647a7a27MD51CartaComprovanteVersaoFinal_RAFAEL.pdfCartaComprovanteVersaoFinal_RAFAEL.pdfapplication/pdf153083https://repositorio.ufscar.br/bitstream/ufscar/12048/2/CartaComprovanteVersaoFinal_RAFAEL.pdf2b7e2e9ccf58da4856a326a3f42f9624MD52CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8811https://repositorio.ufscar.br/bitstream/ufscar/12048/3/license_rdfe39d27027a6cc9cb039ad269a5db8e34MD53TEXTRAFAEL_TESE_FINAL.pdf.txtRAFAEL_TESE_FINAL.pdf.txtExtracted texttext/plain471806https://repositorio.ufscar.br/bitstream/ufscar/12048/4/RAFAEL_TESE_FINAL.pdf.txta0c39d5aca56699ac2d654f5f1c3cdf6MD54CartaComprovanteVersaoFinal_RAFAEL.pdf.txtCartaComprovanteVersaoFinal_RAFAEL.pdf.txtExtracted texttext/plain1368https://repositorio.ufscar.br/bitstream/ufscar/12048/6/CartaComprovanteVersaoFinal_RAFAEL.pdf.txtb85ee7c801523c6c494efdc166b44b7fMD56THUMBNAILRAFAEL_TESE_FINAL.pdf.jpgRAFAEL_TESE_FINAL.pdf.jpgIM Thumbnailimage/jpeg6005https://repositorio.ufscar.br/bitstream/ufscar/12048/5/RAFAEL_TESE_FINAL.pdf.jpg3f0209acf14e2849aeafb50d405d8c69MD55CartaComprovanteVersaoFinal_RAFAEL.pdf.jpgCartaComprovanteVersaoFinal_RAFAEL.pdf.jpgIM Thumbnailimage/jpeg5423https://repositorio.ufscar.br/bitstream/ufscar/12048/7/CartaComprovanteVersaoFinal_RAFAEL.pdf.jpg6a0f91aa47cdfb482e2a5431879e6473MD57ufscar/120482023-09-18 18:32:01.344oai:repositorio.ufscar.br:ufscar/12048Repositório InstitucionalPUBhttps://repositorio.ufscar.br/oai/requestopendoar:43222023-09-18T18:32:01Repositório Institucional da UFSCAR - Universidade Federal de São Carlos (UFSCAR)false |
dc.title.por.fl_str_mv |
Entre redes: juventudes, ambientes virtuais e vidas entretidas |
dc.title.alternative.eng.fl_str_mv |
Between networks: youths, virtual environments and entertaining lives |
title |
Entre redes: juventudes, ambientes virtuais e vidas entretidas |
spellingShingle |
Entre redes: juventudes, ambientes virtuais e vidas entretidas Barreiro, Rafael Garcia Juventudes Internet Internet Modos de vida Terapia ocupacional social Youth Lifestyle Social occupational therapy CIENCIAS DA SAUDE::FISIOTERAPIA E TERAPIA OCUPACIONAL |
title_short |
Entre redes: juventudes, ambientes virtuais e vidas entretidas |
title_full |
Entre redes: juventudes, ambientes virtuais e vidas entretidas |
title_fullStr |
Entre redes: juventudes, ambientes virtuais e vidas entretidas |
title_full_unstemmed |
Entre redes: juventudes, ambientes virtuais e vidas entretidas |
title_sort |
Entre redes: juventudes, ambientes virtuais e vidas entretidas |
author |
Barreiro, Rafael Garcia |
author_facet |
Barreiro, Rafael Garcia |
author_role |
author |
dc.contributor.authorlattes.por.fl_str_mv |
http://lattes.cnpq.br/1224310568760472 |
dc.contributor.author.fl_str_mv |
Barreiro, Rafael Garcia |
dc.contributor.advisor1.fl_str_mv |
Malfitano, Ana Paula Serrata |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/1462870858750395 |
dc.contributor.authorID.fl_str_mv |
b31eaa3e-b64f-4122-963b-4d0ac3e1a7f3 |
contributor_str_mv |
Malfitano, Ana Paula Serrata |
dc.subject.por.fl_str_mv |
Juventudes Internet Internet Modos de vida Terapia ocupacional social |
topic |
Juventudes Internet Internet Modos de vida Terapia ocupacional social Youth Lifestyle Social occupational therapy CIENCIAS DA SAUDE::FISIOTERAPIA E TERAPIA OCUPACIONAL |
dc.subject.eng.fl_str_mv |
Youth Lifestyle Social occupational therapy |
dc.subject.cnpq.fl_str_mv |
CIENCIAS DA SAUDE::FISIOTERAPIA E TERAPIA OCUPACIONAL |
description |
Assuming that digital social networks have a great impact on contemporary society, as a means of circulating information, opinion and influence; there is a correlation between digital networks, the transmission of information through digital influencers and the daily lives of young people towards the established social organization. From the theoretical assumptions of social occupational therapy, specifically affiliated with the methodological current of historical materialism proposed by Brazilian occupational therapists in the 1980s, this analysis is proposed in the understanding of juvenile lifestyles and the impact of digital platforms in the stylization processes of life. The purpose of this thesis was to analyze and discuss the use of digital social networks and their presence on issues related to youth daily life and their ways of life, through digital influencers, personalities who publish constant content directed to young people. The methodology was based on the resource of netnography, which uses the theoretical foundations of ethnography in digital environments. The empirical field consisted of three phases: interviews with communication professionals; youth activity workshops in Brazil and Portugal; conducting netnographs with the five most cited digital influencers in previous phases, specifically through video analysis of young digital influencers posted on YouTube. As a result, the interviews showed the marketing strategies linked to the digital influencers. In the workshops, young people demonstrated how digital platforms are related to their daily lives, identifying humor, sports and music as the content they most view and share on networks, and also indicated digital influencers of their preferences. The netnographs were developed with five digital influencers, namely: Whindersson Nunes, Julio Cocielo, Dani Russo, Felipe Neto and Niina Secrets; seen as "celebrities" of virtual spaces, as well as a process of professionalization in being a "youtuber". With this professionalization, alignment with the market and the purchase of consumer goods was evident in all influencers who practice a direct relationship between product and consumption, in advertising and marketing strategies. The results showed that digital influencers have a significant share of representativeness in the contemporary youth universe of varied cultural, social and economic contexts, promoting debates and influences in decision making about lifestyles. From the netnographic analysis, together with the other phases of the empirical field, it can be concluded that the results show that the influencers are configured as communicators within a mass culture, which stimulates consumption and influence juvenile ways of life, conveying content with low criticality and high conservative value. The work sought, from the perspective of social occupational therapy, the work sought to understand the Internet as a socio-technique of virtual environments influencing youth lifestyles. |
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2019 |
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2019-11-21T17:41:37Z |
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2019-11-21T17:41:37Z |
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2019-08-30 |
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info:eu-repo/semantics/doctoralThesis |
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BARREIRO, Rafael Garcia. Entre redes: juventudes, ambientes virtuais e vidas entretidas. 2019. Tese (Doutorado em Terapia Ocupacional) – Universidade Federal de São Carlos, São Carlos, 2019. Disponível em: https://repositorio.ufscar.br/handle/ufscar/12048. |
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https://repositorio.ufscar.br/handle/ufscar/12048 |
identifier_str_mv |
BARREIRO, Rafael Garcia. Entre redes: juventudes, ambientes virtuais e vidas entretidas. 2019. Tese (Doutorado em Terapia Ocupacional) – Universidade Federal de São Carlos, São Carlos, 2019. Disponível em: https://repositorio.ufscar.br/handle/ufscar/12048. |
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openAccess |
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Universidade Federal de São Carlos Câmpus São Carlos |
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Programa de Pós-Graduação em Terapia Ocupacional - PPGTO |
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UFSCar |
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Universidade Federal de São Carlos Câmpus São Carlos |
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