Made available in DSpace on 2010-04-20T20:08:20Z (GMT). No. of bitstreams: 1 53590.pdf: 2520071 bytes, checksum: cd3b93ae40be2632aef09bca6bde97e3 (MD5) Previous issue date: 2008-02-18T00:00:00Z / O presente estudo trata da construção da celebridade empresarial, um potencial ativo intangível para as empresas, e procura analisar como e por que determinadas empresas conquistam maior espaço e admiração na imprensa. O crescimento do jornalismo de negócios vem possibilitando às empresas utilizar-se de mecanismos para gerenciar a sua imagem na mídia e, assim, obter acesso diferenciado a recursos. O estudo utiliza-se das teorias baseadas em recursos, institucional, da comunicação de massa, do gerenciamento de impressão e da construção de narrativas e utiliza o método de estudos de caso múltiplos, com três empresas com visibilidade desproporcional ao seu peso econômico. Verifica-se que as celebridades empresariais são formadas a partir das técnicas de gerenciamento de impressão por parte dos profissionais de comunicação que trabalham nas (ou para) as empresas, que procuram atentar para as normas e valores do campo institucional jornalístico; e também da formação de histórias com elementos bem definidos (heróis, oponentes, fundo moral, atribuições, transformações narrativas). Tais histórias são criadas pelas empresas e reinterpretadas pela mídia de forma muito semelhante. A celebridade parece ser um recurso instável, de rápida acumulação e rápida erosão. No entanto, pode ser essencial para a construção de recursos mais duradouros e levar à legitimidade e à reputação empresarial. / This research is about the building of firm celebrity, an intangible potential asset, and aims to analyze ‘how’ and ‘why’ some companies get more coverage and admiration by the press. The growing of business journalism has been promoting opportunities for companies to create mechanisms to manage their images at media, and, therefore, gain differentiate access to resources. The theories utilized were the resourced-based view, institutional theory, mass communication theories, impression management theories, narratives theories; based on the methodology of multiple cases studies of three companies with high visibility disproportionate of their economic weight. The conclusion is that firm celebrities are build by techniques of impression management by communication professionals that work at (or for) companies, who are particular focused on the rules and values of the journalistic institutional field; and also by the creation of stories with some specific components (heroes, opponents, moral base, attributions, narrative transformations). Those stories are created by companies and reinterpreted by the media on a similar base. Celebrity seems to be an unstable resource, which can be accumulated and eroded fast. However, it can be essential to the building of other resources more stable and lead to legitimacy and reputation.

Made available in DSpace on 2010-04-20T20:51:50Z (GMT). No. of bitstreams: 3 100838.PDF.jpg: 11511 bytes, checksum: 2bd1fc4444196b04bae8ef079eeef97b (MD5) 100838.PDF: 13256567 bytes, checksum: 03b8b6ddc6c5f11298940128cd32f385 (MD5) 100838.PDF.txt: 322570 bytes, checksum: 032780f75c07f1c57a838014d4fc8d67 (MD5) Previous issue date: 2004-12-09T00:00:00Z / Dados os altos níveis de competitividade que caracterizam a maioria dos mercados contemporâneos, muito tem sido estudado a respeito da lealdade, comprometimento e retenção de consumidores na literatura de marketing. As estratégias propostas focam a conquista de consumidores comprometidos afetivamente com as marcas, que entre outros benefícios seriam responsáveis por espontaneamente defendê-la e divulgá-la. Observando o fenômeno pós-industrial do agrupamento de pessoas em torno de padrões de consumo próximos, e em alguns casos mais extremos, em torno de uma marca em específico, alguns estrategistas propuseram a criação de comunidades de marca como forma de retenção de seus clientes atuais e mesmo de atração de novos. No setor do entretenimento estas comunidades são muito características e apresentam-se de forma evidenciada através dos inúmeros fã-clubes que podem ser encontrados. Além desta característica, observa-se também que no setor do entretenimento há uma maior evidência e concentração dos consumidores comprometidos, os fãs devotos. Assim, com o objetivo de ajudar na compreensão da relação das comunidades de marca com a lealdade de clientes, buscou-se compreender o papel do fã-clube para um consumidor que individualmente já apresenta um comportamento comprometido, o fã devoto. Entre as diversas possibilidades de fã-clubes dentro do setor, optou-se por estudar o caso de uma celebridade, pela importância cultural e econômica que a fama tem na sociedade pós-industrial. Assim sendo, como objetivo secundário, o trabalho chama a atenção para as relações de consumo deste tipo específico de produto, a celebridade. O estudo de caso foi realizado com o cantor Daniel e seus fã-clubes. De fato, o estudo levantou que o comprometimento afetivo do fã devoto se dá pelo processo de sacralização da marca que ocorre em âmbito individual. Assim, neste trabalho não se evidenciou o fã-clube como gerador do comprometimento afetivo com a marca. Este é um evento que se mostrou ocorrer anterior e independentemente da agremiação. Porém, nos limites do caso estudado, o fã-clube demonstrou ser fundamental para a manutenção e intensificação deste tipo de comprometimento. Ao representar o locus privilegiado para a realização de procedimentos de sustentação da sacralização da marca, através dos rituais, peregrinações e sacrifícios coletivos, o fã-clube mantém operante o antecedente que gerou o comprometimento afetivo deste fã. A intensificação do comprometimento através do fã-clube acontece porque ele proporciona para o fã um senso de comunidade, nutrido tanto pelos rituais como pelos sensos de pertencimento e responsabilidade moral que se estabelecem entre os membros. Fica claro, então, que apesar das vantagens estratégicas de um fã-clube, quando criado pela empresa ele perde a característica de comunidade de marca e passa a representar mais um programa de relacionamento e fidelidade, assumindo um inerente interesse comercial. Este “clube de fãs” não demonstra funcionar plenamente como uma comunidade de marca porque uma vez que os significados são atribuídos pelos consumidores, a empresa não domina o processo de sacralização. O fã-clube, enquanto comunidade de marca, não pode ser criado nem gerenciado pela empresa. A empresa pode, porém, dar suporte e incentivo para que o ciclo de vida desta comunidade se prolongue. / Given the high level of competition that is typical in most contemporary markets, much has been studied in marketing literature regarding loyalty, commitment and retention of consumers. The focus of strategies that have been proposed is the conquering of consumers emotionally committed to the brands, who, amongst other benefits, would be responsible for spontaneously defending and divulging them. By observing the postindustrial phenomenon of grouping of people around similar consumption patterns and, in some extreme cases, around a specific brand, some strategists have proposed the creation of brand communities as a way to retain their current clients and even attract new ones. In the entertainment sector, these communities are quite typical and appear in a very evident way thorugh numerous fan clubs. Besides such characteristic, it is also possible to observe that in this sector there is much more evidence and concentration of committed consumers, the so-called devoted fans. Thus, in order to aid the comprehension of the relationship between brand communities and consumers loyalty, we have pursued to understand the role played by a fan club towards a consumer that individually already shows a behavior of commitment, i.e. a devoted fan. Amongst the various possible forms of fan clubs in this sector, we have chosen to study the case of a celebrity, taking into consideration the cultural and economic importance that fame has in post-industrial society. Therefore, as a secondary objective, this work focuses on the consumption relationships of this specific kind of product, the celebrity. The study case has been done based on the singer Daniel and his fan clubs. In fact, this study has concluded that the emotional commitment of a devoted fan takes place through the process of sacralization of the brand on the individual level. Thus, in the present study, a fan club has not proven to be a generator of affective commitment to the brand. Such is an event that takes place prior to and independently from the grouping process. However, within the boundaries of this study case, fan clubs have shown to be essential to maintain as well to intensify such kind of commitment. By representing the ideal locus to perform proactive sustaining behaviors through rituals, pilgrimage and collective sacrifices, fan clubs keep alive the antecedent that generated fans affective commitment. The intensification of fans commitment through fan clubs occurs due to the fact fan clubs offer sense of community, nurtured both by rituals and by the senses of belonging and of moral responsibility that takes places amongst the members. As a result, it becomes clear that despite of the strategic advantages of a fan club, when created by the marketer, it looses its characteristics of brand community and turns to be a representation of just another relationship and loyalty program, assuming an intrinsic commercial interest. Such fan club does not prove to fully operate as a brand community in view of the fact that, once meanings are attributed by consumers, the marketer does not lead the sacralization process. The fan club, as a brand community, cannot be created or managed by the marketer. However, it may provide support and incentive so that the life cycle of such community is prolonged.

The subject of this master thesis is the comparison of the way of writing about celebrities in two time periods, namely 1930-1938 and 2000-2008. Thesis are based on two first-republic social magazines, Eva and List paní a dívek, and two magazines from the turn of the century - Cosmopolitan and Rytmus života. The first part of the thesis introduces primarily a theme of the social magazines and celebrities, it also touches the tabloid and the mass media. It also deals with the characteristics of selected social magazines. At the same time, the theoretical part explains the basic knowledge from the history of the two examined periods, which allows a better understanding of context of the periods. The second part of the master thesis is focused on own empirical research, which consists of exploratory and descriptive phase of research. It is therefore the most important part of the thesis, which brings new knowledges. The exploratory phase includes a research sample and presents article entries. The descriptive phase includes an analysis of relationships between celebrities and themes, emotions and sentiment in relevant articles. Part of this section contains research questions and answers.

The rise of social media in general and Instagram in particular has enabled a new type of celebrities, called micro-celebrities, that nowadays are being increasingly used by companies to endorse their products or establish their brands. While celebrity endorsement as a type of stealth branding together with some other marketing techniques characteristic of postmodernism were predicted to be unveiled and scorned by consumers (Holt, 2002), there are signs that through the practices of micro-celebrities, the language and logic of marketing have become even more ubiquitous in our contemporary social life (Khamis et al., 2017). The purpose of this research is to investigate the interplay of Instagram micro-celebrities with brands of the social media marketing ecosystem with the aim to add to the understanding of the spotted contradiction. The research adopted the case study design. Some preliminary interviews with advertising agencies and brands allowed to construct two independent cases where Instagram influencers were used in campaigns by brands of different scale. Semi-structured interviews with brand owners, marketing specialists of advertising agencies, Instagram influencers, and their followers were used to collect qualitative data. The obtained information was further analyzed through the lens of Bourdieu’s social theory and Lacan’s theory of the four discourses. The research reveals that despite Holt’s conclusive extrapolations, stealth branding techniques are exponentially growing not only in their popularity but also in efficiency. The study also suggests that even though today’s consumers indeed require an appendage to the product being consumed in the form of symbol or particular tacit knowledge (post postmodern consumer culture according to Holt) the dialectical model provided by Holt seems to be hasty enough to build since we manage to distil some current processes characteristic not only for post postmodern and postmodern period but also for modern and pre modern ones.

Um conceito fundamental para a compreensão do papel desempenhado pelas marcas nas sociedades contemporâneas é o de posicionamento, que se refere ao que a marca representa na mente dos consumidores. Neste sentido, uma abordagem que tem despertado, em anos recentes, o interesse de alguns estudiosos do marketing, é o paradigma do arquétipo, que postula a existência do inconsciente coletivo, estrutura da psiqué que conteria as "imagens coletivas" comuns ao gênero humano, e que representam uma tendência inata para perceber a realidade de uma determinada forma. Assim sendo, este estudo integra os conceitos da Teoria dos Arquétipos de Jung e de posicionamento de marca, propondo o alinhamento entre as imagens coletivas presentes na psiqué dos indivíduos os arquétipos, e a gestão estratégica de marketing. Para tanto, foi desenvolvida uma pesquisa exploratória relacionada às estratégias de posicionamento adotadas para a marca Ipanema Gisele Bündchen, da empresa Grendene S/A, por meio da qual foi possível compreender de que forma ocorre o processo de transferência do significado simbólico de uma celebridade para a imagem da marca, por meio da atividade de endosso, bem como evidenciar as contribuições provenientes da Teoria dos Arquétipos para as ações destinadas ao adequado posicionamento da marca na estrutura associativa da memória dos consumidores, resultando em considerações teóricas e empíricas capazes de oferecer suporte aos processos estratégicos e gerenciais de posicionamento de marca. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-29T17:25:05Z No. of bitstreams: 1 Dissertacao Giancarlo Dal Bo.pdf: 5382404 bytes, checksum: e234beb4f04f2236357868c98848b50a (MD5) / Made available in DSpace on 2014-05-29T17:25:05Z (GMT). No. of bitstreams: 1 Dissertacao Giancarlo Dal Bo.pdf: 5382404 bytes, checksum: e234beb4f04f2236357868c98848b50a (MD5) / Positioning is a fundamental concept to understand the role played by brands in contemporary societies, which applies to what the brand represents on consumers´ minds. On that account, the archetype paradigm is an approach that has, in recent years, aroused interest of some marketing experts, suggesting the existence of a collective unconscious, part of the psyche that comprises "collective images" shared by humanity, and represents an innate propensity to perceive reality in a certain way. Therefore, this study consists of concepts of Jung´s Archetype Theory and brand positioning, which proposes an alignment among collective images that are present in the human psyche archetypes, and strategic marketing management. For that reason, an explanatory research was conducted concerning the positioning strategies adopted by the brand Ipanema Gisele Bündchen, by the company Grendene S/A, through which was possible to understand how the process of transference of a celebrity´s symbolic meaning to the brand´s image occurs, through endorsement, as well as indicate the contributions coming from the Archetype Theory for actions that aim at the adequate positioning of the brand in the consumers´ memory associative structure, resulting in theoretical and empirical considerations capable of offering support to brand positioning management and strategic processes.

Si le paparazzi est le parent pauvre de l’histoire de la photographie, il est une source précieuse d’inspiration pour la fiction cinématographique et télévisuelle. Personnage avant même d’apparaître à l’écran, le paparazzi instaure une tension à la fois narrative et visuelle qui autorise un questionnement sur ses modalités de représentations. À l’aide d’un corpus defilms et de séries télévisées occidental allant de 1940 à 2008, notre étude entend repérer et analyser les récurrences des représentations du paparazzi dans une approche socio-historique et culturelle. Séducteur, sauveur... chasseur, voleur ? Revenir sur l’imaginaire de l’appareil photographique et sur le caractère hybride de sa pratique permet de comprendre comment se construit l’image d’un « mauvais » photographe. Masse impersonnelle ou personnage principal du récit, mi-animal, mi-machine, les différentes formes que prend le paparazzi à l’écran révèlent et menacent l’humanité de la star. À l’heure où les chances d’accéder au statut de célébrité sont aussi fortes que les probabilités de « faire le paparazzi », la fiction révèle une lutte à mort dans laquelle chaque partie se bat pour une valeur devenue absolue : la visibilité. / Although the paparazzi is the poor relation in the history of photography, it is a precious source of inspiration for cinematographic and televisual fictions. Already a character before appearing on screen, the paparazzi establishes a tension, both narrative and visual, that encourages an exploration of its forms of representation. Supported by a collection of films and western television series, from 1940 to 2008, this work will identify and analyze the reoccuring ways in which the paparazzi is represented, from a socio-historical and cultural perspective. Seducer, savior… hunter, thief ? Returning to the imaginary world which surrounds the camera and the hybrid quality of its use allows one to understand how theimage of a « bad » photographer is built. Anonymous croud or main character in the story, half-animal, half-machine, the different faces of the paparazzi on screen both enlighten and threaten the star’s humanity. At a time when the chance of reaching celebrity status are as high as the odds of « acting like a paparazzi », works of fiction reveal a struggle to the deathin which each party fights for a new absolute value : visibility.

Um conceito fundamental para a compreensão do papel desempenhado pelas marcas nas sociedades contemporâneas é o de posicionamento, que se refere ao que a marca representa na mente dos consumidores. Neste sentido, uma abordagem que tem despertado, em anos recentes, o interesse de alguns estudiosos do marketing, é o paradigma do arquétipo, que postula a existência do inconsciente coletivo, estrutura da psiqué que conteria as "imagens coletivas" comuns ao gênero humano, e que representam uma tendência inata para perceber a realidade de uma determinada forma. Assim sendo, este estudo integra os conceitos da Teoria dos Arquétipos de Jung e de posicionamento de marca, propondo o alinhamento entre as imagens coletivas presentes na psiqué dos indivíduos os arquétipos, e a gestão estratégica de marketing. Para tanto, foi desenvolvida uma pesquisa exploratória relacionada às estratégias de posicionamento adotadas para a marca Ipanema Gisele Bündchen, da empresa Grendene S/A, por meio da qual foi possível compreender de que forma ocorre o processo de transferência do significado simbólico de uma celebridade para a imagem da marca, por meio da atividade de endosso, bem como evidenciar as contribuições provenientes da Teoria dos Arquétipos para as ações destinadas ao adequado posicionamento da marca na estrutura associativa da memória dos consumidores, resultando em considerações teóricas e empíricas capazes de oferecer suporte aos processos estratégicos e gerenciais de posicionamento de marca. / Positioning is a fundamental concept to understand the role played by brands in contemporary societies, which applies to what the brand represents on consumers´ minds. On that account, the archetype paradigm is an approach that has, in recent years, aroused interest of some marketing experts, suggesting the existence of a collective unconscious, part of the psyche that comprises "collective images" shared by humanity, and represents an innate propensity to perceive reality in a certain way. Therefore, this study consists of concepts of Jung´s Archetype Theory and brand positioning, which proposes an alignment among collective images that are present in the human psyche archetypes, and strategic marketing management. For that reason, an explanatory research was conducted concerning the positioning strategies adopted by the brand Ipanema Gisele Bündchen, by the company Grendene S/A, through which was possible to understand how the process of transference of a celebrity´s symbolic meaning to the brand´s image occurs, through endorsement, as well as indicate the contributions coming from the Archetype Theory for actions that aim at the adequate positioning of the brand in the consumers´ memory associative structure, resulting in theoretical and empirical considerations capable of offering support to brand positioning management and strategic processes.

This scientific research considers a political celebrity, Senator Romario Faria, the digital public space, making an analysis of publications and interactions contained in his official profile on Facebook. Through content analysis of posts with greater interaction each week, plus thirty first comments in a period of twelve months, it seeks to understand the way in which it is possible to have a debate, informing and questioning the subject of social practices. To this end, there is the activation of the theories of digital public space, the Esteves studies (2011), Habermas (2003) and Weber (2007), using the resolution operators proposed by Marques (2011), and the celebrity studies Rojek (2008), Street (2012), Turner (2004), France (2014) and Campanella (2012). At the end of this stage, it was observed that the celebrity assumptions directly affect the interactions between subjects and reciprocity Romario in the digital social network involved in certain specialization and rationalization of communication by individuals who wove comments, contributing to gradually the realization of a digital public space are made. / Esta pesquisa científica considera uma celebridade política, o senador Romário Faria, no espaço público digital, fazendo uma análise das publicações e das interações contidas em seu perfil oficial no Facebook. Por meio da análise de conteúdo das postagens com maior interação a cada semana, somada aos trinta primeiros comentários, em um período de doze meses, busca-se entender a maneira pela qual é possível ocorrer um debate, informando e questionando os sujeitos das práticas sociais. Para tanto, há o acionamento das teorias de espaço público digital, dos estudos de Esteves (2011), Habermas (2003) e Weber (2007), utilizando os operadores de deliberação propostos por Marques (2011), e os estudos de celebridades de Rojek (2008), de Street (2012), de Turner (2004), de França (2014) e de Campanella (2012). Ao final desta etapa, observou-se que os pressupostos de celebridade incidem diretamente nas interações entre os sujeitos e a reciprocidade de Romário na rede social digital implicou em certa especialização e racionalização da comunicação por parte dos sujeitos que teciam comentários, contribuindo para que aos poucos a efetivação de um espaço público digital se concretize.

Influencer Marketing är relativt nytt och ingen naturlig del av de flesta företags strategier. Däremot ökar det i popularitet. Detta innebär att företag behöver ett hjälpmedel, en slags nybörjarguide, för att förstå grunderna i Influencer Marketing på Instagram. Denna uppsats ämnar att undersöka hur marknadsföringsstrategin kan användas av företag som vill marknadsföra miljövänliga livsmedel på Instagram, till Millennials. Med detta är målet att bidra till forskning och marknadsföring av Influencer Marketing och den hållbara konsumtionen. All teori som använts kan på något sätt kopplas till Influencer Marketing. I teoridelen redogörs det för Stealth Marketing, Product Placement, Celebrity Endorsement, electronic word-of-mouth, Influencer Marketing, visuell kommunikation samt Two-step flow theory. För att få både konsumenternas och influencernas åsikter och attityder har en trianguleringsmetod används. Den kvalitativa datan har utgjorts av intervjuer med influencers, eko-experter och expert på Influencer Marketing. Den kvantitativa datan samlades in med hjälp av en enkät för Millennials som följer influencers på Instagram. Empirin ger bland annat en tydlig bild av vad influencers värdesätter i ett samarbete med ett företag, vad eko-experterna säger om Influencer Marketing av miljövänliga produkter och hur påverkade Millennials anser att de blir av strategin. I analysen sammanfattas intervjuobjektens åsikter och jämförs med Millennials attityder. Detta diskuteras tillsammans med de teorier som tas upp i studien. Ändringar i den tidigare strukturen som presenteras i den teoretiska referensramen diskuteras i samband med Millennials attityd och hur samhället har förändrats. Ett stort fokus ligger på den dolda marknadsföringen, hur den idag är olaglig och ineffektiv på målgruppen. Studiens slutsats är att Influencer Marketing är en effektiv strategi för den utvalda målgruppen, som har en positiv attityd till strategin så länge marknadsföringen är ärlig och transparent. Studien sammanfattas i en ny demonstrerande figur av den teoretiska referensramen, med förslag på hur teorierna borde diskuteras i framtiden. Dold marknadsföring är inte längre relevant att diskutera, då både Millennials och influencers har en negativ attityd till en sådan marknadsföring. Celebrity Endorsement föreslås även ses som en del av Influencer Marketing, istället för enbart föregångaren, då Influencer Marketing idag skapar nya kändisar på en ny sorts plattform. Analysen sammanfattas även i en modell vars syfte är att visa hur företag, influencers och Millennials kommunicerar sinsemellan, följt av rekommendationer till företag eller andra intresserade som enkelt vill ta del av och använda vad studien kommit fram till.

This master thesis deals with the phenomenon of Westernization of pop culture in mainland China on the example of the Chinese adapted version of the Talent Show China's Got Talent. (CHGT) In its theoretical part it outlines the overall globalizing and Westernizing tendencies and sets a theoretical framework of the main terminology of media studies. The research goal of the thesis was to analyze the audience reception of CHGT in China and their ideas and views on pop culture The research goal is included in the broader context of cultural imperialism theories and the specifics of talent and reality shows are elaborated. Furthermore a historical overview of the evolution of pop culture in mainland China is provided. In the practical part, the applied methodological approaches and their potential strengths and weaknesses are described. A basic thematic analysis of certain selected social media like Weibo, QQ and Baidu was conducted. The two versions of the adapted Got Talent format were compared as far as the formal features are concerned, the British version of Britain's Got Talent and the Chinese adaptation China's Got Talent. Moreover qualitative in-depth interviews with Chinese respondents in the PRC and the UK were performed. The group in the UK served as a control group for comparison and the...