Målet med vår uppsats är att undersöka och analysera ungdomars användning av Facebook. Genom intervjuer med 10 gymnasieelever från Stockholm kommer vi granska om Facebook skapar ett narcissistiskt beteende. För att förklara detta utgår vi från teorier om narcissismens kultur, svaga bands styrka, symbolisk interaktionism och dramaturgiska perspektiv. Vi har i denna uppsats kommit fram till att det existerar narcissistiskt beteende, i form av respondenternas attityder och deras syn på andra medlemmar. / The goal with this paper is to examine and analyze the way that the youth look at their use of Facebook. A survey was conducted on 10 high school students in Stockholm to review if Facebook reveal narcissistic behavior. To explain this, we gathered information about narcissistic culture, weak band strength, symbolic interactionism and the dramaturgical perspective. To our conclusion, the narcissism dominates on the social network level, as result of their attitudes and view of other members.

Previous research has provided insights into factors influencing attitudes toward advertising in general, and those factors influencing attitudes toward advertising in a particular medium. However, attitudes towards Facebook advertising, especially those of Generation Y, have received relatively little research attention, especially in the South African context. The Generation Y cohort (individuals born between 1986 and 2005) are heavy users of Facebook, and access the site on a daily basis. In South Africa, approximately 20 million of the country’s population of 52 982 000 fall into the Generation Y cohort; this makes them a salient market segment. Those engaged in tertiary education are of particular interest to marketers as a tertiary qualification is often an indication of higher future earning potential, and higher social status within a community. The purpose of this study was to propose and test a model of the possible determinants and inhibitors of Generation Y students‟ attitudes towards advertising, in the Facebook environment, within the South African context. The proposed model suggests that information value, entertainment value, credibility, self-brand congruity and trust in site are predictors of attitude towards advertising in the Facebook environment, while invasiveness of advertisements and time cost are inhibitors of attitude towards advertising in the Facebook environment. The study hypothesised that information value, entertainment value, credibility, self-brand congruity, trust in site, invasiveness of advertisements and time cost impact on Generation Y students‟ perceived value of advertisements on Facebook that in turn directly influence attitudes towards advertising on Facebook. The study followed a descriptive research design using a single cross-sectional sample and a self-administered survey questionnaire. A non-probability convenience sample of 450 students enrolled at three public higher education institutions (HEIs) of South Africa located in the Gauteng Province was drawn for the study. Lecturers at the three HEIs were contacted and asked if they would allow the questionnaire to be distributed to their students during class. Of the questionnaires completed, there were 306 usable self-administered questionnaires. Data were analysed using exploratory factor analysis, Pearson’s Product-Moment correlation analysis and structural equation modelling. Before testing and confirming the hypothesised construct paths, a measurement model was developed based on the exploratory factor analysis and correlation analysis. The results of the correlation analysis showed that invasiveness of advertisements and time cost did not have a significant relationship with the two endogenous constructs of value and attitude towards advertisements on Facebook. As such, the measurement model excluded these two constructs. The measurement model identified seven latent variables identifying attitudes towards advertisements in the Facebook environment as a seven-factor structure. Confirmatory factor analysis was performed, and the results confirmed the existence of convergent and discriminant validity. The measuring scale of this study also demonstrated composite reliability. The initial structural model (Structural Model A) hypothesised that information value, entertainment value, credibility, self-brand congruity and site trust directly influence perceived value, which, in turn, influences overall attitude towards advertising in the Facebook environment. Despite the fit indices indicating the overall fit of the hypothesised structural model as acceptable, the path between self-brand congruity and value, as well as the path between site trust and value, were negative and not significant. As such, a revised model based on the original measurement framework was tested. The revised structural model (Structural Model B) was tested to determine whether self-brand congruency and site trust have a direct positive influence on Generation Y students‟ overall attitude to advertising in the Facebook environment, rather than an indirect influence via their influence on perceived value. In Structural Model B, information value, entertainment value and credibility have a significant positive influence on Generation Y students‟ perceived value of advertisements on Facebook, and perceived value has a significant positive influence on attitudes towards advertisements on Facebook. Similar to the findings of previous studies, Structural Model B revealed that self-brand congruity and site trust have a significant positive and direct influence on Generation Y student‟ overall attitude towards advertising in the Facebook environment. Furthermore, the revised model (Structural Model B) appears to fit the data better than that of Structural Model B. This study contributes to the body of knowledge in the area of attitude towards advertising by empirically testing a model of factors influencing Generation Y‟s attitudes towards advertising in the Facebook environment, and ascertaining which factors act as antecedents to successful advertising on Facebook. It suggested that attitude towards advertising in the Facebook environment is a seven-factor structure composed of overall attitude, information value, entertainment value, credibility, self-brand congruity, trust in site and perceived value. The study also offers recommendations and guidance for marketers who seek to incorporate Facebook in their marketing communication mix. / PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

Syftet med uppsatsen är att ta reda på vilka strategier olika reseföretag använder sig av för sin marknadsföring på Facebook och hur de utnyttjar detta till sin fördel. Vi vill även ta reda på hur en sådan marknadsföring kan påverka konsumentens val av resmål. Vi undersöker både stora och mindre reseföretag för att ta reda på om strategierna för en sådan marknadsföring skiljer sig. Vi undersöker även kundens perspektiv för att ta reda på om reseföretagens strategier stämmer överens med hur kunden upplever företaget. Tre olika undersökningsmetoder har använts. Strukturerade och semi-strukturerade intervjuer med åtta olika reseföretag för att få en djup förståelse för hur de arbetar med marknadsföring på Facebook. Vi har även använt oss av kvantitativ metod i form av en enkätundersökning för att få fram kundernas perspektiv på detta. De teorier som har använts är e-marketing pyramiden, teorier för hur ett företag ska gå tillväga för att marknadsföra sig på sociala medier, teorier om vilket innehåll som är mest attraktivt för användaren, teorier om vilket språkbruk som ska användas samt teorier för hur Facebook kan fungera som en klagomålskanal och hur detta kan undvikas. Efter att studerat detta fenomen kom vi fram till resultat som svarar på våra frågeställningar. Genom att arbeta strategiskt och organiserat med marknadsföring på Facebook har reseföretag möjligheten att locka både befintliga samt nya kunder. För att kunna göra detta är det viktigt att publicera inlägg som skapar engagemang och som anspelar på människors känslor. Dessa inlägg ska gärna varvas med informativa inlägg. Det är viktigt att reseföretag är medvetna om vad som ska till för att lyckas på kanalen och använda sig av de verktyg som Facebook erbjuder och även andra mätningsverktyg. På så sätt kan företag se hur väl deras marknadsföring fungerar. Undersökningen visar på att de personer som ser reseföretagens inlägg på Facebook i någon grad påverkas av dessa i sitt val av resmål. Den visar även på hur reseföretag kan arbeta för att undvika negativ återkoppling från sina kunder och hur denna återkoppling hanteras. / The purpose of this essay is to research which strategies different travel companies use to market themselves on Facebook and how they use this to their advantage. We are also researching how this kind of marketing can affect the consumer’s choice of destination. We are researching both large and small companies to see if the strategies for this kind of marketing differ. We are also researching the consumer’s perspective to see if the travel companies’ strategies are consistent with how customers perceive the company. Three different methods of research have been used for this study. We performed both structured and semi-structured interviews with eight different travel companies to gain a deep understanding of how they work with marketing on Facebook. We also used the quantitative method in the form of a survey to obtain the customer's perspective on this. The theories that have been used are the e-marketing pyramid, theories for how a company should proceed to market themselves on social media, theories about what content is most attractive for the user, theories about which language to use, and theories of how Facebook can function as a complaint channel and how this can be avoided. After studying this phenomenon, we were able to come to conclutions answering our questions at issue. By working strategically and organized with marketing on Facebook, travel companies have the ability to attract both existing and new customers. To do this it is important to publish posts that create engagement and posts that create emotional reactions. These posts may also vary with informative posts. It is important that travel companies are aware of what is needed for them to succeed on Facebook. It is also important that they use the tools that Facebook provide in addition to other measurement tools. In this way the companies have the possibility to see how well their marketing works. The study shows that the customers that sees the travel companies posts on Facebook is somewhat affected by this in their choice of destination. The study also shows how travel companies can work to avoid negative feedback from their customers and how this kind of feedback is handled

In der vorliegenden Forschungsarbeit – im Charakter einer Pionierstudie auf diesem Gebiet – wird mittels selbstkonstruiertem Onlinesurvey untersucht, inwiefern die Social-Network-Site Facebook die Bildungspartizipation und das Konsumverhalten ihrer Nutzer beeinflusst und verändert. Nach Definition eines sozialen Netzwerks, einer Social-Network-Site und definitorischer Eingliederung von Facebook als solche wird die Sozialplattform selbst historisch und faktisch erklärt und der bisherige Forschungsstand zusammengetragen. Zur weiteren Hypothesenformulierung dienen für die Bildungspartizipation Marotzkis strukturale Bildungstheorie (1990) und Banduras kognitive Lerntheorie (1979), für das Konsumverhalten ebenfalls Banduras sozial-kognitive Lerntheorie (1971; 1976; 1986), Heiders Balancetheorie (1946) und Festingers soziale Vergleichstheorie (1954). Nach äußerst umfangreicher Operationalisierung, Rekodierung und Skalenbildung, univariater und bivariater Analyse, Drittvariablenkontrolle und Mediationsprüfung werden im Regressionsabschnitt alle fünf Prädiktoren der Haupthypothesen der Bildungspartizipation und drei der fünf Haupthypothesen des Konsumverhaltens bestätigt. Die „Anzahl an Facebook-Freunden“, „Neue Facebook- Freunde“, „Daten aus der Vergangenheit“, „Lesen bildungsrelevanter Aspekte“ und die „Facebook-Nutzungshäufigkeit (pro Woche)“ beeinflussen somit signifikant positiv die Bildungspartizipation. Die „Neigung zu positiv geschlossenen Triaden“, die „Relevanz positiver Meinungen der Vergleichspersonen“ und die „Beobachtung positiver Signale Statushoher“ beeinflussen positiv-signifikant das Konsumverhalten, wobei jedoch im Endmodell die „Beobachtung negativer Konsumerfahrungen“ und die „Relevanz der Ähnlichkeit von Vergleichspersonen“ keinen statistisch gesicherten Effekt mehr aufweisen. Der überwiegende Teil der vorab gebildeten Unterhypothesen – als theoretische Zusatzannahmen fundiert – werden bestätigt. Als weiteres statistisches Instrument wird ein Künstliches Neuronales Netz als Regressionsfunktionsapproximator eingesetzt, das bemerkenswert genau die Einflussstärken der Haupthypothesenvariablen validiert. / Nowadays, the social network site Facebook preferably serves as an appropriate medium of communication and as adviser on issues about daily life. Thus, recent social scientists have plenty of reasons to investigate the research field Facebook, the connections amongst its members, their cognitive structures and way of behaving which is frequently not intended. Through an online survey, including 1,358 German respondents, the influence of Facebook on educational participation and consumer behaviour is analysed. According consumer behaviour as dependent variable, Heider´s Balance Theory (1946), Bandura´s Social Cognitive Theory (1971, 1976, 1986), and Festinger´s Theory of Social Comparison Processes (1954), including theoretical continuations for each of these, are used. In order to derivate hypotheses for educational participation Marotzki´s Strukturale Bildungstheorie (1990), further extensions and Bandura’s Social Cognitive Learning Theory are taken. To sum up, tending to positively closed triads, relevant positive opinions of persons of comparison, and observing positively social signals from persons with a high status on Facebook significantly and positively influence consumer behaviour. Surprisingly, there is no significant influence from similarity to persons of comparison and observations of negative consumer´s experience. All hypotheses concerning educational participation could be confirmed: For instance, the more often a person gets new Facebook friends or the more often friends post visible educational aspects (i.e. newspaper articles or similar), the higher is educational participation on Facebook. These results, analysed by a regression analysis, are checked by an alternative method which is rarely used in that context. Using an artificial neural network (multilayer perceptron) a sensitivity analysis is conducted. Interestingly, the rank order of beta coefficients is almost reproduced. The existing study which was carried out at the Institute of Sociology in Leipzig is a pilot experiment in respect of both theoretical and methodical aspects. There are exploratively connections between social-psychological theory and consumer behaviour and educational participation on Facebook, supported by an extensive implementation of control variables.

Even though lots of social media companies do not utilize all the information collected by the end-users today, no one knows what type of information they may want in the future. Accepting an End-User License Agreement (EULA) may imply that the company has the permission to gather any personal information, without having to ask for the end-users permission again as the information is already being stored in the database of the company. Young women is today one of the groups that is sharing, publishing and consuming the most information on social media. For that reason it is intreguing to study how young women are relating to the personal integrity on social media. The study concludes that there is a wide variation of how the women relates to integrity on the social media.

Diante das novas possibilidades de se relacionar socialmente propiciadas pelo advento das Tecnologias de Informação e Comunicação, em especial, via Facebook, levanta-se a necessidade de identificar, entre idosos, se os pressupostos das teorias gerontológicas se estendem às relações sociais online. Sendo assim, foram desenvolvidos três estudos empíricos que compuseram a presente Dissertação cujos dados foram interpretados à luz da Teoria da Seletividade Socioemocional (TSSE). Os objetivos dos estudos foram: 1) descrever características de utilização e motivações para uso do Facebook entre idosos; 2) verificar se um dos construtos associados à TSSE se mostra válido para idosos brasileiros; e 3) examinar o quanto a TSSE se estende às relações sociais de idosos estabelecidas por meio do Facebook. Os estudos foram baseados em dados coletados de 153 idosos usuários de serviços públicos de acesso à Internet na cidade de São Paulo (M= 68,1 anos; DP= 6,5; 77,8% feminino). Utilizou-se levantamentos a respeito de informações sociodemográficas, de utilização e motivações para o uso do Facebook e referentes às variáveis indicativas dos pressupostos da TSSE, a saber: idade, perspectiva de tempo futuro, tamanho das redes sociais, proximidade afetiva com os membros da rede e satisfação com a vida. A amostra, composta por alta escolaridade média e frequente utilização do Facebook, apontou motivos relativos à informação e socialização. Quatro perfis de usuários (Explorador, Solitário, Familiar e Sociável) puderam ser identificados com auxílio de Análise de Correspondência Multipla. O construto de Perspectiva de Tempo Futuro foi avaliado a partir da análise psicométrica de uma escala de medida do mesmo e revelou uma composição fatorial parcialmente semelhante à de estudos internacionais, com destaque para um terceiro fator explicativo e distinto. Por fim, um modelo de relações entre variáveis indicativas dos pressupostos da TSSE foi testado por meio de análise de equações estruturais (Path Analysis para variáveis manifestas) e parcialmente confirmado. Foram encontradas associações diretas e mediadas por PTF entre idade e satisfação com a vida, e relações diretas entre idade e tamanho das redes sociais, conforme predito pela Teoria. Indicadores de seletividade socioemocional, como redução no tamanho das redes e proximidade emocional não foram associadas a satisfação com a vida. Os dados sugerem que as relações sociais via Facebook pressupõem a atuação de um conjunto variado de motivações e de mecanismos adaptativos associados à satisfação com vida na velhice / Faced of new possibilities to relate socially, encouraged by the advent of Information and Communication Technologies, in particular by Facebook, there is a need to identify among the elderly if assumptions of gerontological theories are also valid for the virtual context. Thus, three empirical studies were developed what composed the present dissertation whose data were interpreted through Socioemotional Selectivity Theory (SST). The study objectives were 1) describe use characteristics and motivations for Facebook using among the elderly; 2) verifying if one of the constructs associated to the SST is valid for Brazilian elderlies; and 3) examining how much SST extends to the social relationships of olderly people established through Facebook. A survey was performed with elderlies, recruited from public Internet access services in the city of São Paulo (M= 68,1 years; SD= 6,5; 77,8% female). Surveys were used in relation to sociodemographic characteristics, Facebook usage and surveys were used regarding and referring to the variables indicative of the SST assumptions, namely: age, Future Time Perspective (FTP), network size, closeness affective with network and life satisfaction. The sample, composed of high average schooling and Facebook\'s frequent use, pointed motivations related to information and socialization. Four profiles of Facebook users (Explorer, Loner, Familiar and Sociable) could be identified by Multiple Correspondence Analysis. The concept of FTP was evaluated from the psychometric analysis of a measurement scale of the same and revealed a factorial composition partially similar to that of international studies, with emphasis on a third explanatory and distinct factor. Finally, a relationships model between variables indicative of the SST assumptions was tested by structural equation analysis means (Path Analysis for manifest variables) and partially confirmed. Were found direct and mediated FTP associations between age and life satisfaction, and the direct relationships between age and size of social networks, as predicted by Theory. Socioemotional selectivity indicators, such as networks size reduction and the emotional proximity were not related with life satisfaction. The data suggest social relations by Facebook presupposes the performance of a differentiated set of social goals and adaptive mechanisms associated with life satisfaction in old age

O modo de ser e existir na contemporaneidade é marcado pelo aumento de necessidades, como o desejo de ampliar a própria visibilidade, caracterizando a dissolução das fronteiras entre público e privado. Diante da conjuntura em que imperam as novas tecnologias de comunicação no ambiente digital, novos comportamentos são fomentados, quando fenômenos como o nudes passam a merecer atenção. Nesse contexto, esta pesquisa abordou a temática da divulgação de relatos íntimos em plataformas de redes sociais, precisamente o Facebook, considerando a fragmentação da identidade do sujeito pós-moderno que se baseia na lógica da identificação. O objetivo geral da pesquisa foi investigar as interações comunicacionais no grupo Ousadia permitida que tem como prática a postagem de imagens e relatos íntimos. Quanto aos procedimentos metodológicos, trata-se de uma pesquisa de natureza qualitativa e caráter descritivo-exploratório apoiada em revisão de literatura e pesquisa documental. Com relação ao trabalho de campo, a técnica da etnografia virtual foi adotada para a observação das interações no interior do grupo por um período de três meses. Por fim, foi aplicada uma enquete junto aos participantes e conduzidas entrevistas de tipo semiestruturada com administradores da comunidade Ousadia permitida. Como resultados da pesquisa, a comunidade estudada age como mecanismo para a construção de si pela postagem de selfies e nudes, as formas principais de interação. A intenção é alcançar visibilidade e aprovação do outro quando aglutinados em tribos no ciberespaço. A fundadora da comunidade, por sua vez, figura como a personificação desse sujeito contemporâneo em busca de um eu visível amado por seus pares, ao galgar seu espaço como celebridade / The way of being and existing in contemporaneity is marked by the increase of needs, such as the desire to expand ones visibility, characterizing the dissolution of the boundaries between public and private. Given the current situation of new communication technologies in the digital environment, new behaviors are encouraged, when phenomena such as nudes become worthy of attention. In this context, this research addressed the theme of the dissemination of confidential reports on social networking platforms, namely Facebook, considering the fragmentation of the identity of the postmodern subject that is based on the logic of identification. The general objective of the research was to investigate the communication interactions in the Ousadia permitida group that has as practice the posting of images and intimate reports. As for the methodological procedures, it is a research of qualitative nature and descriptive-exploratory character supported in the literature review and documentary research. About the field work, the technique of virtual ethnography was adopted to observe the interactions within the group for three months. Finally, a poll was applied to the participants and conducted semi-structured interviews with administrators of the Ousadia permitida community. As results of this research, the studied community acts as a mechanism for the construction of self by the posting of selfies and nudes, the chief forms of interaction. The intention is to achieve visibility and approval of the other when agglutinated in tribes in cyberspace. The founder of the community, in turn, figures as the personification of this contemporary subject in search of a visible self-loved by his peers, as he gains his space as a celebrity

Esta pesquisa tem como orientação principal o debate sobre o lugar do Facebook como um monopólio comunicacional e suas possíveis consequências. Está organizada em quatro aproximações que, relacionadas, respondem a questão da afinidade entre imagens, dramatização e produção de valor na fórmula comunicacional disponibilizada aos usuários pela plataforma, fazendo com que a realidade individual e coletiva passe por um filtro tecnologicamente mediado, e que seja apreendida e (auto)reflexionada por intermédio dessas relações. De tal maneira, a abordagem do problema e a proposta analítica passam pela relação da imagem com o eu, a ficção, a própria imagem e o suposto estatuto de imortalidade. Como resultado, por meio do fetichismo metodológico, a tese debate diferentes camadas narrativas da decorrente ficcionalização da vida, passando pela (1) produção de si; à (2) incursão de si na realidade e sua interpretação; à (3) produção dos fatos e a transformação da realidade em registro; ao (4) mercado de imagens e pessoas. / This research has focused primarily the debate on the place of Facebook as a communicational monopoly and its possible consequences. It is organized in four approaches that, related, answer the question of the affinity between images, dramatization and production of value in the communicational formula made available to the users by the platform, causing the individual and collective reality to pass through a technologically mediated filter, and that is apprehended and (self) reflected through these relations. In such a way, the approach of the problem and the analytical proposal go through the relation of the image with the self, the fiction, the own image and the supposed status of immortality. As a result, through methodological fetishism, the thesis discusses different narrative layers of the resulting fictionalization of life, from the (1) production of self; to (2) incursion of oneself in reality and its interpretation; the (3) production of facts and the transformation of reality into ledger; and the (4) market of images and people.

A comunicação entre as marcas e seus consumidores ocorre de maneira cada vez mais fragmentada. Hoje são múltiplas as mídias nas quais o consumidor pode ser impactado e as mídias sociais são as mais recentes e as que tem maior potencial de crescimento entre as utilizadas pelas marcas para acessar o consumidor. E entre as várias formas de mídias sociais, as redes sociais são as que tem maior destaque nos dias atuais. O Facebook é a maior entre todas as redes sociais alcançando mais de 1,9 bilhão de pessoas no mundo em 2017. Assim se torna importante entender como as marcas estão se comunicando com seus consumidores. A comunicação é uma condição essencial para o estabelecimento de relacionamento entre pessoas e marcas. A partir da identificação dos elementos de comunicação mais utilizados pelas marcas é possível inferir quais são as estratégias utilizadas por elas e, se as estratégias são comuns ao setor pesquisado ou se há algumas diferenças entre elas. Escolheu-se para este estudo marcas do setor bancário que tivessem representatividade no Brasil. Os bancos foram escolhidos por pertencerem ao setor de serviços que representam mais de 60% do PIB do Brasil. Para a escolha das marcas se utilizou como critério o valor da marca através do ranking da consultoria Brand Finance das 500 marcas de bancos mais valiosas no mundo e a representatividade da marca no Facebook através da quantidade de fãs em sua brandpage e os Patrimônios Líquidos de acordo com dados do Banco Central do Brasil. / Communication between brands and their consumers is increasingly fragmented. Today there are multiple media in which the consumer can be impacted and social media are the latest and the ones that have the greatest growth potential among those used by brands to access the consumer. And among the various forms of social media, social networks are the most prominent these days. Facebook is the largest of all social networks reaching more than 1.9 billion people worldwide by 2017. So it becomes important to understand how brands are communicating with their consumers. Communication is an essential condition for establishing relationships between people and brands. From the identification of the communication elements most used by the brands it is possible to infer which are the strategies used by them and if the strategies are common to the researched sector or if there are some differences between them. We selected for this study brands of the banking sector that had representation in Brazil. Banks were chosen because they belong to the services sector, which represent more than 60% of Brazil\'s GDP. In order to choose the brands, the brand value was used as a criterion through the Brand Finance consulting ranking of the 500 most valuable brands of banks in the world and the brand\'s representation in Facebook through the number of fans in its brand page and the Net Equity according to data from Central Bank of Brazil.

O contexto de aceleração tecnológica, individuação e sobrecarga informacional gera uma fragmentação dos indivíduos e do coletivo, pressionando os fluxos da narrativa e da experiência em seus níveis ontológico, público, conceitual e metanarrativo. Esse contexto produz mais choques do que damos conta de significar, mais estímulos do que podemos processar sem elevar drástica e cronicamente nossos níveis de ansiedade: choque de futuro e ansiedade de informação, em uma corrida no gelo fino dos contextos líquido-modernos. Quando, olhando adiante, vemos avançar em nossa direção a difusa imagem da entropia informacional, dos choques contínuos e da impossibilidade da significação, voltamo-nos para o território da significação já produzida, a retrotopia. Nela, avançamos na neblina, com os olhos no passado, o novo território das expectativas frente a um futuro incognoscível. Este estudo exploratório relaciona o contexto descrito com os processos semióticos (para significação individual e coletiva) para que haja retomada nos fluxos narrativos em suas dimensões. Essa trajetória é a narrativa em ação pela reintegração social no futuro enquanto território de sentidos e expectativas compartilhadas. Por fim, avalia documentalmente a relação dos conceitos investigados no caso Facebook-Cambridge Analytica, para identificar dinâmicas dessas correlações na sociedade contemporânea. / The context of technological acceleration, individuation and informational overload generates a fragmentation of individuals and the collective, putting pressure on the flows of narrative and experience in their ontological, public, conceptual and metanarrative levels. This context produces more shocks than we have the ability to make meaningful, more stimulus than we can process without elevating dramatically and chronically our levels of anxiety: future shock and information anxiety, in a race above the thin ice of liquid-modern contexts. When, looking ahead, we see the diffuse image of informational entropy, continuous shocks, and the impossibility of signification, we turn towards the territory of signification already produced, retrotopia. In it, we advance in the mist, with our eyes on the past, which is now the new territory of expectations in the face of an unknowable future. This exploratory study relates the context described with the semiotic processes (for individual and collective signification) so that it can be resumed in the narrative flows in its dimensions. This trajectory is the narrative in action for social reintegration into the future as a territory of shared meanings and expectations. Finally, it evaluates documentarily the relationship of the concepts investigated in the Facebook-Cambridge Analytica case, to identify dynamics of these correlations in contemporary society.