Advertainment entretenimento e ação publicitária no YouTube
YouTube is currently configured as a platform to launch the so-called viral marketing, among other uses. This piece of research investigates the development of actions designed as entertainment and advertising produced to generate content that spread like virus over the Internet. Considering that th...
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| Tipo de recurso: | tesis de maestría |
| Estado: | Versión publicada |
| Fecha de publicación: | 2012 |
| País: | Brasil |
| Institución: | Escola Superior de Propaganda e Marketing (ESPM) |
| Repositorio: | Biblioteca Digital de Teses e Dissertações da ESPM |
| Idioma: | portugués |
| OAI Identifier: | oai:tede2.espm.br:tede/116 |
| Acceso en línea: | http://tede2.espm.br/handle/tede/116 |
| Access Level: | acceso abierto |
| Palabra clave: | comunicação e consumo cibercultura entretenimento YouTube comunicação viral communication and consume cyberculture entertainment viral communication CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
| Sumario: | YouTube is currently configured as a platform to launch the so-called viral marketing, among other uses. This piece of research investigates the development of actions designed as entertainment and advertising produced to generate content that spread like virus over the Internet. Considering that the phenomenon of viralization necessarily implies a certain amount of unpredictability, this study analises successful campaigns such as Pôneis Malditos, VW The Force and Sem Papel examining their production strategies and the logics of reception and consumption. In the intercross between production and reception that is typical of this type of communication in the digital environment, we find developments in the form of spoofs, quotes and other related productions whose development was monitors. We hoped that study can contribute to furthering our understanding of this type of action in the current media scene. |
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