Este estudo busca o entendimento da personagem que vem modificando as práticas de consumo na era da informação: o prossumidor. Ao longo desta dissertação foi construída a teorização e adaptação deste termo ­ prossumidor - na busca por um entendimento das relações mantidas entre consumidores, seus hábitos, motivações e características a fim de entender como esta personagem modifica os hábitos de consumo, se enraíza no ritual pré-compra proposto ao longo deste trabalho. Para isso, utilizou-se ferramentas como o ConsumerBarometer, análise de comentários em ambientes de prossumerizacão, questionário e entrevista em profundidade. Além disso, foi feita a comparação da influência da publicidade tradicional e o boca a boca (online e offline) onde os resultados dessa contraposição demonstram a notoriedade adquirida pela prática da prossumerização. / This study threats about the understandment of a new character that has been changing consumption practices in this information age: the prosumer. The Prosumer theorizing and adaptation was built throughout this dissertation to achieve a clear understanding of relationships between consumers, their habits, motivation and characteristics, in order to comprehend how this personage changes the consumer habits and how such a practice is rooted in \"pre-ritual purchase\", proposed in this work. In this regard, were used the tools such as ConsumerBarometer, analysis of comments on prosumption, questionnaire and in-depth interview. Besides, we oppose the range of traditional advertising to realize how their influence can be compared to online or offline word of mouth, and the achieved results of those contraposition proves that this practice is gaining notoriety.

Este estudo busca o entendimento da personagem que vem modificando as práticas de consumo na era da informação: o prossumidor. Ao longo desta dissertação foi construída a teorização e adaptação deste termo ­ prossumidor - na busca por um entendimento das relações mantidas entre consumidores, seus hábitos, motivações e características a fim de entender como esta personagem modifica os hábitos de consumo, se enraíza no ritual pré-compra proposto ao longo deste trabalho. Para isso, utilizou-se ferramentas como o ConsumerBarometer, análise de comentários em ambientes de prossumerizacão, questionário e entrevista em profundidade. Além disso, foi feita a comparação da influência da publicidade tradicional e o boca a boca (online e offline) onde os resultados dessa contraposição demonstram a notoriedade adquirida pela prática da prossumerização. / This study threats about the understandment of a new character that has been changing consumption practices in this information age: the prosumer. The Prosumer theorizing and adaptation was built throughout this dissertation to achieve a clear understanding of relationships between consumers, their habits, motivation and characteristics, in order to comprehend how this personage changes the consumer habits and how such a practice is rooted in \"pre-ritual purchase\", proposed in this work. In this regard, were used the tools such as ConsumerBarometer, analysis of comments on prosumption, questionnaire and in-depth interview. Besides, we oppose the range of traditional advertising to realize how their influence can be compared to online or offline word of mouth, and the achieved results of those contraposition proves that this practice is gaining notoriety.

Made available in DSpace on 2017-07-21T14:43:01Z (GMT). No. of bitstreams: 1 felipemarinho.pdf: 2547272 bytes, checksum: e33ceeee526828b16dbad23acad6c60a (MD5) Previous issue date: 2011-05-12 / In a scenario of participatory communication on the Internet, this paper discusses characteristics of the online presence of representative individuals, who excel in the network. Studying the use, talks and social representations of those persons that appear in this environment. We approach the theory of gatekeeping and the scenery as participatory web change the traditional sense. It is also reflected how the rise of web 2.0 brings out the theory leads, for example, the concept of gatewatching. As this research examines the positioning of individuals on the Internet, we discussed how cyberspace changes the way that people's identity is defined and how it is built the reputation of a person on the network. Also worked the concept of social actor related to the presence of on-line, which defines the set of actions and interactions of a particular individual in the network. To illustrate the concept of online presence, the research study the positioning of Barack Obama on the network, especially as regards the election campaign as Democratic candidate for U.S. presidency. The method that conducts research is based on qualitative research with semi-structured and sustained by the contribution of social representations. Eight individuals were interviewed. Are raised features of their online presence. It is shown that the respondents are heavy users and stay connected during the entire time they are awake. It is also raised with people who they connect, using criteria to participate in certain site or social network and finally the representation of them is shown on the network. The interviews you can see that the respondents regard the publication of contents on the Internet as a form of sociality and that they appreciate the movement and conversation on the web. Sharing information appears as something as important as the content production. Finally we discuss the online presence from some intersections. Tensions are shown in the placement of respondents on the Internet as the relationship between what is shown professionally before the content is personal and relationship between them that the daily contents become public and which remain private. / Em um cenário de comunicação participativa na internet, este trabalho discute características da presença on-line de sujeitos representativos, que se destacam na rede. Estuda o uso, conversações e representações sociais que aparecem dessas pessoas nesse ambiente. É abordada a teoria do gatekeeping e como o cenário participativo da internet modifica a acepção tradicional do termo. Também é refletido como a ascensão da web 2.0 faz surgir derivações da teoria, como por exemplo, o conceito de gatewatching. Como esta pesquisa analisa o posicionamento de indivíduos na internet, é discutido como o ciberespaço altera a maneira que a identidade das pessoas é definida e como é construída a reputação de uma pessoa na rede. Também é trabalhado o conceito de ator social, relacionado com o de presença on-line, que define o conjunto de ações e interações de determinado indivíduo na rede. Para exemplificar o conceito de presença on-line, a pesquisa estuda o posicionamento de Barack Obama na rede, principalmente no que se refere a campanha eleitoral do democrata como candidato a presidência dos Estados Unidos. O método que conduz a pesquisa é baseado em pesquisa qualitativa com entrevista semi-estruturada e sustentado pela contribuição das representações sociais. São entrevistados oito sujeitos. São levantadas características da presença on-line deles. É mostrado que os entrevistados são heavy users e ficam conectados durante praticamente todo o tempo que eles estão acordados. Também é levantado com que pessoas eles se conectam, critérios que usam para participar de determinado site ou rede social e por fim é mostrada as representações deles na rede. Com as entrevistas é possível perceber que os entrevistados encaram a publicação de conteúdos na internet como forma de socialidade e que eles dão valor a circulação e conversação na web. O compartilhamento de informações aparece como algo tão importante quanto a produção de conteúdos. Por fim é discutida a presença on-line a partir de algumas intersecções. São mostrados tensionamentos no posicionamento na internet dos entrevistados como a relação entre o que é mostrado profissionalmente frente o conteúdo que é pessoal e a relação entre que conteúdos do cotidiano deles tornam-se públicos e quais permanecem privados.

Mitt syfte med uppsatsen är att studera hur ett blogginlägg på en blogg vid namn Klamydiabrevet, som uppmärksammades i samband med valet 2010, påverkade dagordningen i de traditionella medierna. Mina frågeställningar rör hur blogginlägget påverkade de traditionella mediernas agenda, hur och varför den uppmärksammades samt hur denna uppmärksamhet kan tolkas utifrån dagordningsteorin samt om det går att utläsa hur giltig är denna teori är idag? Jag har genomfört kvalitativa intervjuer med representanter från olika medier samt med en mediestrateg som är insatt i sociala medier. Jag har haft min teoretiska utgångspunkt i “agenda setting”-teorin och “gatekeeping”-teorin samt i en utveckling av den senare som kallas “gatewatching”. Jag har även studerat blogginläggets uppmärksamhet kopplat till nyhetskriterier. Genom att intervjua de olika medierepresentanterna har jag kommit fram till att alla de medier som representeras i uppsatsen har valt att rapportera om blogginlägget och låtit det vara en del av deras agenda. En anledning till detta kan vara att detta fall var starkt knutet till en politisk kontext. Klamydiabrevet kan ses som ett exempel på hur de nya nätoffentligheterna kan påverka vad som sätter dagordningen i den stora medieoffentligheten. När det gäller mediernas dagordning har jag funnit tecken på att man kanske snarare bör tala om “intermedia agenda setting” då det kan vara svårt att urskilja vem det är som sätter agendan. Detta då nya och traditionella medier använder varandra som källor i en så kallad källcykel och på så sätt influerar varandras agenda.

This thesis introduces and analyses the emerging Website genre of Resource Centre Sites. RCSs are sites which combine news, rumours and background information as well as community discussion and commentary on their chosen topic, and frequently serve as a first point of entry for readers interested in learning more about the field. They also offer spaces for virtual communities of specialists or enthusiasts to emerge, who in the process and as a product of their interaction on these sites collate detailed resource collections and hyperlink directories for their fields of interest. Therefore, Resource Centre Sites significantly involve their users as content contributors and producers, turning them into what is here termed ‘produsers’ of the site. Aiming to evaluate all the content relevant to their field that is becoming available online, and to coopt or at least link to this information from the news and resources collection that is a central part of the RCS, Resource Centre Site produsers engage in an adaptation of both traditional journalistic gatekeeping methodologies and librarianly resource collection approaches to the Web environment: in the absence of gates to keep online, they have become ‘gatewatchers’, observing the publication of news and information in other sources and publicising its existence through their own sites. Their operation is studied here through a number of case studies of major existing Resource Centre Sites from various fields of interest. These sites are analysed both based on their available Web content, and using background information obtained in a series of email interviews with RCS creators. In combination, this offers insights into the operating philosophies of sites and site editors, and provides an opportunity to assess to what extent these ideas have been translated into everyday practice. Chapter 1 provides an overview of past and current theoretical views of the Web in an effort to evaluate their suitability for the current study. Older approaches positing an abstract ‘ideal’ form of hypertext are rejected in favour of a direct engagement with the World Wide Web as the now dominant mode of hypertextuality. Chapter 2 outlines the principles of gatewatching in contrast to traditional methods of evaluating news and information as they exist in journalistic media and archival institutions, and investigates the effects such gatewatching practices may have on editors and users. Chapter 3 describes the overall characteristics of Resource Centre Sites as a genre of Web publications. It notes the special role site users play in the operation of such sites (in their new role as ‘produsers’), and distinguishes the RCS genre from similar Website models such as portals and cybermediaries. Chapter 4 observes the everyday operation of such Websites in practice, using case studies of major existing Resource Centre Sites including Slashdot, MediaChannel and CountingDown, and interviews with their creators. (These interviews are included in full in the Appendix.) This analysis works with both a synchronic view to the variety of topics existing Resource Centre Sites are able to address, and a diachronic view to the evolution of proto-RCSs (such as enthusiast community or online advocacy sites) into fully-featured Resource Centre Sites. Finally, based on this analysis, Chapter 5 is then able to point out some of the implications and effects that increasing use of this media form may have on its users and the network of news and information publications on- and offline, and to indicate the potential for further developments of the site genre.

This thesis introduces and analyses the emerging Website genre of Resource Centre Sites. RCSs are sites which combine news, rumours and background information as well as community discussion and commentary on their chosen topic, and frequently serve as a first point of entry for readers interested in learning more about the field. They also offer spaces for virtual communities of specialists or enthusiasts to emerge, who in the process and as a product of their interaction on these sites collate detailed resource collections and hyperlink directories for their fields of interest. Therefore, Resource Centre Sites significantly involve their users as content contributors and producers, turning them into what is here termed ‘produsers’ of the site. Aiming to evaluate all the content relevant to their field that is becoming available online, and to coopt or at least link to this information from the news and resources collection that is a central part of the RCS, Resource Centre Site produsers engage in an adaptation of both traditional journalistic gatekeeping methodologies and librarianly resource collection approaches to the Web environment: in the absence of gates to keep online, they have become ‘gatewatchers’, observing the publication of news and information in other sources and publicising its existence through their own sites. Their operation is studied here through a number of case studies of major existing Resource Centre Sites from various fields of interest. These sites are analysed both based on their available Web content, and using background information obtained in a series of email interviews with RCS creators. In combination, this offers insights into the operating philosophies of sites and site editors, and provides an opportunity to assess to what extent these ideas have been translated into everyday practice. Chapter 1 provides an overview of past and current theoretical views of the Web in an effort to evaluate their suitability for the current study. Older approaches positing an abstract ‘ideal’ form of hypertext are rejected in favour of a direct engagement with the World Wide Web as the now dominant mode of hypertextuality. Chapter 2 outlines the principles of gatewatching in contrast to traditional methods of evaluating news and information as they exist in journalistic media and archival institutions, and investigates the effects such gatewatching practices may have on editors and users. Chapter 3 describes the overall characteristics of Resource Centre Sites as a genre of Web publications. It notes the special role site users play in the operation of such sites (in their new role as ‘produsers’), and distinguishes the RCS genre from similar Website models such as portals and cybermediaries. Chapter 4 observes the everyday operation of such Websites in practice, using case studies of major existing Resource Centre Sites including Slashdot, MediaChannel and CountingDown, and interviews with their creators. (These interviews are included in full in the Appendix.) This analysis works with both a synchronic view to the variety of topics existing Resource Centre Sites are able to address, and a diachronic view to the evolution of proto-RCSs (such as enthusiast community or online advocacy sites) into fully-featured Resource Centre Sites. Finally, based on this analysis, Chapter 5 is then able to point out some of the implications and effects that increasing use of this media form may have on its users and the network of news and information publications on- and offline, and to indicate the potential for further developments of the site genre.

This thesis introduces and analyses the emerging Website genre of Resource Centre Sites. RCSs are sites which combine news, rumours and background information as well as community discussion and commentary on their chosen topic, and frequently serve as a first point of entry for readers interested in learning more about the field. They also offer spaces for virtual communities of specialists or enthusiasts to emerge, who in the process and as a product of their interaction on these sites collate detailed resource collections and hyperlink directories for their fields of interest. Therefore, Resource Centre Sites significantly involve their users as content contributors and producers, turning them into what is here termed ‘produsers’ of the site. Aiming to evaluate all the content relevant to their field that is becoming available online, and to coopt or at least link to this information from the news and resources collection that is a central part of the RCS, Resource Centre Site produsers engage in an adaptation of both traditional journalistic gatekeeping methodologies and librarianly resource collection approaches to the Web environment: in the absence of gates to keep online, they have become ‘gatewatchers’, observing the publication of news and information in other sources and publicising its existence through their own sites. Their operation is studied here through a number of case studies of major existing Resource Centre Sites from various fields of interest. These sites are analysed both based on their available Web content, and using background information obtained in a series of email interviews with RCS creators. In combination, this offers insights into the operating philosophies of sites and site editors, and provides an opportunity to assess to what extent these ideas have been translated into everyday practice. Chapter 1 provides an overview of past and current theoretical views of the Web in an effort to evaluate their suitability for the current study. Older approaches positing an abstract ‘ideal’ form of hypertext are rejected in favour of a direct engagement with the World Wide Web as the now dominant mode of hypertextuality. Chapter 2 outlines the principles of gatewatching in contrast to traditional methods of evaluating news and information as they exist in journalistic media and archival institutions, and investigates the effects such gatewatching practices may have on editors and users. Chapter 3 describes the overall characteristics of Resource Centre Sites as a genre of Web publications. It notes the special role site users play in the operation of such sites (in their new role as ‘produsers’), and distinguishes the RCS genre from similar Website models such as portals and cybermediaries. Chapter 4 observes the everyday operation of such Websites in practice, using case studies of major existing Resource Centre Sites including Slashdot, MediaChannel and CountingDown, and interviews with their creators. (These interviews are included in full in the Appendix.) This analysis works with both a synchronic view to the variety of topics existing Resource Centre Sites are able to address, and a diachronic view to the evolution of proto-RCSs (such as enthusiast community or online advocacy sites) into fully-featured Resource Centre Sites. Finally, based on this analysis, Chapter 5 is then able to point out some of the implications and effects that increasing use of this media form may have on its users and the network of news and information publications on- and offline, and to indicate the potential for further developments of the site genre.