Submitted by Programa de Pós-Graduação em Mídia e Cotidiano (ppgmc@vm.uff.br) on 2017-05-02T18:49:16Z No. of bitstreams: 1 Dissertação_completa_Raphael_Pinto.pdf: 10215877 bytes, checksum: fd32382f0bbdf546fae6fffda02ac77e (MD5) / Approved for entry into archive by Josimara Dias Brumatti (bcgdigital@ndc.uff.br) on 2017-06-19T16:04:56Z (GMT) No. of bitstreams: 1 Dissertação_completa_Raphael_Pinto.pdf: 10215877 bytes, checksum: fd32382f0bbdf546fae6fffda02ac77e (MD5) / Made available in DSpace on 2017-06-19T16:04:56Z (GMT). No. of bitstreams: 1 Dissertação_completa_Raphael_Pinto.pdf: 10215877 bytes, checksum: fd32382f0bbdf546fae6fffda02ac77e (MD5) / A pesquisa tem como foco investigativo as dinâmicas audiovisuais cotidianas construídas em torno de uma fase do percurso profissional do cantor canadense Justin Bieber, a partir da circularidade de suas fotos e vídeos na internet, especialmente no Instagram. Assim, como procedimento metodológico, destacou o documentário Never say Never (2011), cuja narrativa é apresentada como biografia de Justin Bieber, investigando os processos de identificação e imbricamentos entre os aparentemente distantes dois mundos: o da celebridade e dos que o cultuam. A problematização se configura a partir do instante em que os fãs do cantor parecem, a priori, não superar a transição ocorrida no perfil identitário do ídolo e passam a arquivar montagens fotográficas datadas no Instagram. As fotografias compartilhadas são entendidas como encontros narrativos e molduras imagéticas que pronunciam o componente midiático ao gênero biográfico tradicional, permitindo, assim, um interstício nas possíveis leituras sobre as trajetórias vitais das celebridades na contemporaneidade. Nesta perspectiva, buscam-se teorizações para compreender as necessidades imaginárias e as experiências do sujeito com a vida célebre. Sustentam as análises e reflexões desta pesquisa os trabalhos de Mikhail Bakhtin, Edgar Morin, Douglas Kellner, Muniz Sodré e Thiago Soares. Tal percurso traduziu-se na tentativa de elucidar diagnósticos que se somem aos estudos que já entendem o quanto é urgente, hoje, discutirmos as abordagens da cultura do entretenimento / The research is to focus investigative everyday audiovisual dynamics built around a stage in the career of Canadian singer Justin Bieber, from the roundness of your photos and videos on the Internet, especially on Instagram. As well as methodological procedure, said the documentary Never Say Never (2011), whose narrative is presented as Justin Bieber biography, investigating the identification and imbricamentos procedures between apparently distant worlds: the celebrity and the worship. The questioning is configured from the moment that the singer's fans seem a priori not overcome the transition occurred in the identity of the idol profile and pass the archive photo montages dated on Instagram. The photographs are understood as shared narrative meetings and image frames that pronounce the media component to the traditional biographical genre, allowing thus an interstitial on possible readings on the life paths of celebrities nowadays. In this perspective, looking up theories to understand the imaginary needs and experiences of the subject with the famous life. Support the analyzes and reflections of this research work of Mikhail Bakhtin, Edgar Morin, Douglas Kellner, Muniz Sodre and Thiago Soares. Such a course has resulted in an attempt to elucidate diagnoses that are additional to studies already understand how urgent it is today discussing the approaches of the entertainment culture

Den här studiens problemformulering grundar sig i de underliggande maktstrukturer som finns på den sociala plattformen Instagram. Studien fokuserar på hur framstående Instagramprofiler, så kallade influencers, presenterar sina matbilder. Syftet är att undersöka vad influencers matbilder kommunicerar, och se vad det finns för underliggande meningar i bilderna och dess bildtexter. Dessutom vill vi öka förståelsen för hur bilderna kan mottas av följare på Instagram genom att titta på kommentarsfälten. Tidigare forskning inom området visar att unga användare av Instagram ofta gilla-markerar det de vill ha men inte själva kan få. Detta kan till exempel vara bilder föreställande nyttiga måltider eller en lyxig livsstil. Andra studier visar att unga följare blir avundsjuka på de bilder influencers publicerar eftersom deras bilder ofta föreställer ett liv i konstant lyx. Tidigare forskning har även fokuserat på självpresentation på sociala medier och hur influencers använder sin maktposition när de väljer vilka bilder de publicerar.Studiens teoretiska ramverk utgår från multimodal kritisk diskursanalys (MCDA), som har till syfte att undersöka underliggande maktstrukturer i samhället, i vårt fall på Instagram. Även teorin om självpresentation och social interaktionism används för att kunna se på problemet från två olika perspektiv, dels från influencers och dels från följarna.Materialet som studeras består av sammanlagt åtta bilder inklusive bildtexter och kommentarer. Fyra unga, kvinnliga influencers har valts ut och vi har studerat två bilder från vardera influencer för att få en djupare analys. En semiotiskt bild- och textanalys tillämpas för att kunna analysera bilderna, bildtexterna samt kommentarerna och sätta dessa i kontext till problemet. Analysmodellen består av fyra teman: objekt, omgivning, bildtext och kommentarer. Studien finner att de matbilder som influencers publicerar ofta visar välorganiserade, gärna nyttiga måltider i sällskap med andra, ofta på en restaurang eller ett café. Samtliga bilder ger sken av en lyxbetonad livsstil och bildtexterna är i de flesta fall i relä eller förankring med bilderna. Följarnas respons visar på uppmuntran och utläses som positiv.

As a result of three decades of rapid economic development, China has become the world’s second largest economy and the second biggest market for luxury consumer products (Chevalier & Lu, 2009; Degen, 2009). The most populous nation in the world is also a leading sports power with strong yet mythical potentials in its sports business market (Chadwick, 2008). This thesis studies the area where luxury consumption and sports business intersect in the market by examining the phenomenon of sports celebrity endorsement of luxury brands and how such endorsements lead to the intentions and decisions by Chinese consumers to purchase the endorsed brands. Employing a mixed-method approach by using qualitative interviews and quantitative surveys, this study adopts a methodological triangulation research design, which involves semi-structured interviews with brand managers and professionals to explore their knowledge and experiences, questionnaire surveys of consumers to understand their demographic characteristics and luxury consumption motives and considerations, and confirmative structured interviews with consumers to ensure the reliability of the research and expand the findings. Research data analysis generated three major findings. Firstly, the purchasing intentions and decisions of the consumers are the result of the synchronised functioning of a triad of social, personal, and commercial factors that define both the endorsers and the consumers. Secondly, the characteristics of the sports celebrity endorsers in terms of their attractiveness, trustworthiness and expertise have positive relationships with the represented brand equity, which in turn has a positive relationship with the consumers’ intentions and decisions to purchase the endorsed products. Thirdly, Chinese consumers demonstrate a weak and conditional preference for local sports celebrities to endorse international luxury brands. These research findings explain why it is more difficult for luxury brand owners to sell to the consumers than to impress or interest them, particularly in the context of the Chinese market. This is a pioneering academic study, intended to provide insights into how consumers in China respond to sports celebrity endorsement of luxury brands. It 2 provides an academic understanding of a knowledge gap between the studies of luxury business and sports marketing. It may benefit the strategists and practitioners of luxury brands by providing an empirical understanding of Chinese consumers and their decision-making processes under the influences of sports celebrity endorsements, so they can develop marketing communication strategies more effectively in the emerging market.

[pt] Frente à fala comum e disseminada de que os jovens não gostam de ler e, mais ainda, de que os livros impressos, enquanto suporte, estariam fadados ao desaparecimento diante da grande novidade dos e-books, este trabalho tem como objetivo compreender o relevante crescimento da literatura juvenil no país por meio de uma análise que privilegia sobretudo a chave do consumo e das forças simbólicas que atuam nas relações entre os leitores adolescentes e seus livros e escritores preferidos. São abordados temas como a adolescência, o consumo de experiência, a cultura de massa e as celebridades contemporâneas. De maneira mais particular, realiza-se um estudo de caso da escritora Thalita Rebouças, considerada como fenômeno cultural e de consumo junto a este público. Tomando as representações sociais como importante ferramenta de investigação, parte-se de uma análise dessas representações dos adolescentes na obra da escritora Thalita Rebouças, estabelecendo uma correlação entre os principais personagens e algumas das características intrínsecas à fase de vida dos jovens leitores. Tem-se ainda uma comparação entre tais representações e os valores e atributos associados ao construto midiático da própria autora. / [en] Unlike the two widespread ideas that teenagers do not enjoy reading and that print books are doomed as a result of the excitement over e-books, this thesis is geared towards understanding the recent significant increase in Brazilian juvenile literature sales. In order to do so, key-elements concerning consumption and the symbolic forces binding together the youngsters, the books they read, and their favorite authors are particularly analyzed. Topics such as adolescence, experiential consumption, mass culture, and contemporary celebrities are also addressed. Specifically, this thesis focuses on the work of juvenile fiction author Thalita Rebouças, considered a cultural and sales phenomenon in the segment. Having established social representations as an important research tool, this study analyses the representation of teenagers in Rebouças books, making the connection between its main characters and the characteristics inherent to this specific moment in the young readers lives. Likewise, a comparison is made between such representations and the values and attributes associated to the author s own media persona.

This study considers the way in which Margaret Atwood’s post-apocalyptic MaddAddam Trilogy functions as an environmental project. The main focus is on how the three novels, Oryx and Crake (2003), The Year of the Flood (2009), and MaddAddam (2013), simultaneously draw on and destabilise the apocalypticism inherent in so much environmental discourse, primarily through the use of satire. The trilogy is securely anchored in the concerns of contemporary readers, and transposition of the action to the near future is integral to Atwood’s environmental project: attention is focussed on the present causes of anticipated environmental catastrophe, which readers implicitly are implored to avoid. Atwood’s environmentalism is performed in the interplay between her literary stature, the equivocal content of her work, and the irreverence with which she metaleptically blurs distinctions between fact and fiction, art and commodity, and activism and aesthetics. Whereas the satiric mode serves as a way of avoiding some of the limitations of apocalyptic thinking by maintaining and even creating complexity, it also renders the entire project ambiguous. Uncertainty about the exact environmental injunction presented in the trilogy creates doubts about the degree to which Atwood’s extradiegetic environmental activism should be taken seriously, or conversely. Storytelling is foregrounded in all three novels, and through its concurrent critique of and reliance on market forces and the political potential of art, the MaddAddam Trilogy demonstrates that there is no external position from which the imagination can perform environmentalist miracles. As such, Atwood’s environmental project furthers a profoundly ecological understanding of the world. / Margaret Atwood routinely eludes her readers, and the MaddAddam Trilogy is no exception. These three novels, Oryx and Crake (2003), The Year of the Flood (2009), and MaddAddam (2013), are ostensibly written in the tradition of environmental apocalypse, yet they constantly undermine its conventions through satire. This study considers the trilogy as an environmental project, performed in the interplay between Atwood’s literary stature, the ambiguous content of her work, and the irreverence with which she blurs distinctions between fact and fiction, art and commodity, and activism and aesthetics. Atwood’s use of the MaddAddam Trilogy in her real-world environmental activism creates uncertainty about how seriously both her art and her activism should be taken. Her opinions on environmental matters are legitimised, but at the same time an urgent environmental ‘message’ is presented as entertainment. Atwood’s message often appears circular: her art carries no message, but Margaret Atwood the writer does have an important message, which she gets to deliver precisely because of her art. Storytelling is a central theme in all three novels, and through both critiquing and relying on commercialism, the MaddAddam Trilogy demonstrates that there is no external position from which the imagination can perform environmentalist miracles. As such, Atwood’s environmental project furthers a profoundly ecological understanding of the world.

This thesis explores the history of European integration in the 1950s and 1960s from a popular cultural perspective anchored to a central figure from the era, Brigitte Bardot, in order to demonstrate that the peoples of Western Europe were engaged in processes of Europeanization that helped legitimize economic and political unions. Yet, official EU policy’s privileging of one (outdated) mode for understanding culture has handicapped alternative interpretations of a common European cultural heritage, failing to embrace a shared popular culture. Bardot is a suitable icon through which to begin an exploration into the diversity and significance of an integrating postwar European popular culture because she was a microcosm of several broad, transnational trends in postwar Europe including the rise of mass mobility, a major shift in European fashions, new gender constructions, and the explicit politicization of popular culture. Her films, career, lifestyle, and representation(s) provide key axes from which one can pivot into interrelated areas of European culture and societies in this era—pop culture; consumer culture; youth culture; mobility culture; media culture; political culture; and gender relations—demonstrating a widely integrating European popular cultural sphere. Within this context, Bardot was representative of broad postwar societal changes, served as a mass diffusion tool in relating these changes to the people of Europe, and functioned as a driving force in creating new transnational popular cultural forms. In addition, Bardot is a figure useful in understanding the relationship between Europe and the United States, while also demonstrating that economics is not separate from culture and popular culture. The Treaty of Rome, ostensibly about economic integration, further enabled the many circulations apparent in Bardot's career—people, goods, information, and ideas—that were already taking place. Furthermore, popular culture was not irrelevant to, or separate from politics and it helps to explain how the escapism and narcissism of European popular consumer culture could generate a rebellious, but sophisticated political consciousness. Western Europe does indeed have a distinct history of shared popular culture, which should be a factor in discussions of ‘Europeanization’ and the legitimacy of the European Union. It is necessary to explore the roots of this shared popular culture so that it does one day form the basis of a longstanding shared popular culture and can become a recognized element supporting the legitimacy of identities in the European Union in more fluid, dynamic ways.

The aim of this thesis is to determine whether the involvement of a celebrity in advertising is the right choice and also make recommendation for selecting the appropriate celebrity in advertising beer, more precisely, three specific brands (Pilsner Urquell, Krušovice and Staropramen). In the thesis I explain the basic characteristics of consumer behavior, reference groups, marketing communication, celebrities and marketing research. The application part focuses on the beer market in the Czech Republic and the brewing in 2010, further I pursue my own selection of brands of beers and I state a brief characteristic of both particular beers and businesses. I continue the content analysis and the analysis of my own research, whose main objective is to select particular celebrities for selected brands of beer, on the basis of characteristics and features of celebrities, which should correspond to the image of each brand.

Problem formulation: What factors affect the consumers perception of credibility in influencer marketing on social media? How and why do certain factors affect the credibility of influencer marketing? Purpose: The purpose of this thesis is to understand what factors affect the perception of credibility in influencer marketing on social media. Moreover, the aim is to understand how and why certain factors affect the credibility in influencer marketing in order to elaborate a conceptual model consisting of factors generating credible influencer marketing. Theoretical framework: The theoretical framework of this paper consists of existing theories regarding social identity theory, perception, brand communication, word-of-mouth (WOM), celebrity endorsement and social influencers. Methodology: This study is conducted through both a quantitative and a qualitative study with a deductive approach. The collection of primary data consists of an online survey where 120 respondents participated followed by five qualitative interviews. In order to determine what aspects to examine, a conceptual model was created based on the previous findings within credibility in WOM and celebrity endorsement. The secondary data building the theoretical framework of this thesis are collected from peer reviewed articles published in scientific journals as well as books. Empirical findings: The empirical findings consist of the result from the qualitative and quantitative study. The result of the quantitative study presents the outcome from 24 Likert scale items presented in text, charts and tables. The empirical findings from the qualitative study presents the outcome from the interviews conducted through personal communication face to face or through Skype and are presented in text that are strengthened with citation from the interviews. Conclusion: The findings show that the credibility in influencer marketing is positively affected by the perception of the influencer being a credible source and the influencer and the brand being a good fit.

The diploma thesis "Tabloidization of Czech dailies before and after the death of Karel Svoboda" focuses on suicide of popular Czech songwriter and composer and analyzes the way in which Czech dailies covered this event - including tabloids and also quality papers. This diploma thesis is a case study, with brief theoretical introduction about tabloidization and framing and detailed analysis of framing in three important Czech dailies, which contributes to the description of some of the aspects of tabloidization of Czech newspapers.

This thesis examines how a female politician is being represented in a political parody account on Twitter through a thematic analysis of “Lady Emily Kardashian Duchess of Yiolou” (@edPLOgAQvtTQHJc) Tweets, satirizing the Cypriot Minister of Justice & Public Order Ms. Emily Yiolitis. The analysis of both Tweets and official media outlets, during a fixed period of time, demonstrates how a humorous and at the same time critical act of public discourse, can perform as an expression of political action and a form of activism, which can be approached as a branch of the study of anti-fandom.