Between people and processes: observations on a Brazilian digital advertising agency

Detalhes bibliográficos
Autor(a) principal: Alves, Maria Cristina Dias
Data de Publicação: 2021
Tipo de documento: Artigo
Idioma: por
Título da fonte: Intexto (Porto Alegre)
Texto Completo: https://seer.ufrgs.br/index.php/intexto/article/view/105670
Resumo: The work of advertising agencies has changed in recent years, whether it’s the business model itself or the flow and procedures. In my ethnographic research, I observed some of these changes across three Brazilian agencies models: traditional, digital and collaborative. Specifically, in this text, I bring an excerpt of research in a digital agency and the main analyzes carried out from a theoretical framework that covers the concepts of dispositif, mediation and mediatization. During the research, it was possible to observe the interaction, technical knowledge aligned with the media, and creative processes valued for the ability bring ideas to life. There is a reaction from agencies to expand the provision of communication services through technology, which requires bringing information systems and technical innovations closer to the creation of campaigns. In the researched digital agency, the interaction is at its origin, intensified by technical domain of programming and consumer behavior, in an increasingly data driven world.
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spelling Between people and processes: observations on a Brazilian digital advertising agencyEntre pessoas e processos: observações sobre uma agência de publicidade digitalAgência digitalDispositivosInteraçãoMediaçãoMidiatizaçãoDigital ad agencyDispositifInteractionMediationMediatizationThe work of advertising agencies has changed in recent years, whether it’s the business model itself or the flow and procedures. In my ethnographic research, I observed some of these changes across three Brazilian agencies models: traditional, digital and collaborative. Specifically, in this text, I bring an excerpt of research in a digital agency and the main analyzes carried out from a theoretical framework that covers the concepts of dispositif, mediation and mediatization. During the research, it was possible to observe the interaction, technical knowledge aligned with the media, and creative processes valued for the ability bring ideas to life. There is a reaction from agencies to expand the provision of communication services through technology, which requires bringing information systems and technical innovations closer to the creation of campaigns. In the researched digital agency, the interaction is at its origin, intensified by technical domain of programming and consumer behavior, in an increasingly data driven world.O trabalho das agências de publicidade tem se transformado nos últimos anos, do modelo de negócio aos fluxos e procedimentos. Observei algumas dessas alterações em uma pesquisa de cunho etnográfico em três modelos de agências brasileiras: tradicional, digital e colaborativa. Especificamente neste texto, apresento um recorte da pesquisa na agência digital e as principais análises realizadas a partir de um quadro teórico que abarca os conceitos de dispositivo, mediações e midiatização. Durante a pesquisa, foi possível observar a interação em funcionamento, o saber técnico alinhado à mídia, e processos de criação valorizados pela capacidade de dar vida às ideias. Há uma reação das agências para ampliar a prestação de serviços de comunicação por meio da tecnologia, o que requer aproximar sistemas informacionais e inovações técnicas da criação de campanhas. Na agência digital pesquisada, o movimento por interação está na origem, intensificado pelo domínio mais técnico da programação e do comportamento do consumidor, em um mundo cada vez mais dataficado.Universidade Federal do Rio Grande do Sul2021-10-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://seer.ufrgs.br/index.php/intexto/article/view/10567010.19132/1807-8583202152.105670Intexto; No. 52 (2021); 105670Intexto; Núm. 52 (2021); 105670Intexto; No. 52 (2021); 105670Intexto; N. 52 (2021); 105670Intexto; n. 52 (2021); 1056701807-8583reponame:Intexto (Porto Alegre)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/intexto/article/view/105670/64734Copyright (c) 2021 Maria Cristina Dias Alveshttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessAlves, Maria Cristina Dias2023-02-06T11:51:18Zoai:seer.ufrgs.br:article/105670Revistahttp://seer.ufrgs.br/intextoONGhttp://seer.ufrgs.br/intexto/oai||intexto@ufrgs.br1807-85831807-8583opendoar:2023-02-06T11:51:18Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv Between people and processes: observations on a Brazilian digital advertising agency
Entre pessoas e processos: observações sobre uma agência de publicidade digital
title Between people and processes: observations on a Brazilian digital advertising agency
spellingShingle Between people and processes: observations on a Brazilian digital advertising agency
Alves, Maria Cristina Dias
Agência digital
Dispositivos
Interação
Mediação
Midiatização
Digital ad agency
Dispositif
Interaction
Mediation
Mediatization
title_short Between people and processes: observations on a Brazilian digital advertising agency
title_full Between people and processes: observations on a Brazilian digital advertising agency
title_fullStr Between people and processes: observations on a Brazilian digital advertising agency
title_full_unstemmed Between people and processes: observations on a Brazilian digital advertising agency
title_sort Between people and processes: observations on a Brazilian digital advertising agency
author Alves, Maria Cristina Dias
author_facet Alves, Maria Cristina Dias
author_role author
dc.contributor.author.fl_str_mv Alves, Maria Cristina Dias
dc.subject.por.fl_str_mv Agência digital
Dispositivos
Interação
Mediação
Midiatização
Digital ad agency
Dispositif
Interaction
Mediation
Mediatization
topic Agência digital
Dispositivos
Interação
Mediação
Midiatização
Digital ad agency
Dispositif
Interaction
Mediation
Mediatization
description The work of advertising agencies has changed in recent years, whether it’s the business model itself or the flow and procedures. In my ethnographic research, I observed some of these changes across three Brazilian agencies models: traditional, digital and collaborative. Specifically, in this text, I bring an excerpt of research in a digital agency and the main analyzes carried out from a theoretical framework that covers the concepts of dispositif, mediation and mediatization. During the research, it was possible to observe the interaction, technical knowledge aligned with the media, and creative processes valued for the ability bring ideas to life. There is a reaction from agencies to expand the provision of communication services through technology, which requires bringing information systems and technical innovations closer to the creation of campaigns. In the researched digital agency, the interaction is at its origin, intensified by technical domain of programming and consumer behavior, in an increasingly data driven world.
publishDate 2021
dc.date.none.fl_str_mv 2021-10-18
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/intexto/article/view/105670
10.19132/1807-8583202152.105670
url https://seer.ufrgs.br/index.php/intexto/article/view/105670
identifier_str_mv 10.19132/1807-8583202152.105670
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/intexto/article/view/105670/64734
dc.rights.driver.fl_str_mv Copyright (c) 2021 Maria Cristina Dias Alves
https://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Maria Cristina Dias Alves
https://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Intexto; No. 52 (2021); 105670
Intexto; Núm. 52 (2021); 105670
Intexto; No. 52 (2021); 105670
Intexto; N. 52 (2021); 105670
Intexto; n. 52 (2021); 105670
1807-8583
reponame:Intexto (Porto Alegre)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str Intexto (Porto Alegre)
collection Intexto (Porto Alegre)
repository.name.fl_str_mv Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ||intexto@ufrgs.br
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