Submitted by JÚLIO HEBER SILVA (julioheber@yahoo.com.br) on 2017-08-18T17:17:37Z No. of bitstreams: 2 Dissertação - Carolina Zafino Isidoro - 2017.pdf: 4831195 bytes, checksum: 1b0a8d55cf1b93b462b9b0e8ab3a24de (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-09-15T11:53:50Z (GMT) No. of bitstreams: 2 Dissertação - Carolina Zafino Isidoro - 2017.pdf: 4831195 bytes, checksum: 1b0a8d55cf1b93b462b9b0e8ab3a24de (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-09-15T11:53:50Z (GMT). No. of bitstreams: 2 Dissertação - Carolina Zafino Isidoro - 2017.pdf: 4831195 bytes, checksum: 1b0a8d55cf1b93b462b9b0e8ab3a24de (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-06-23 / From the study of interaction and communication between federal representatives and citizens throughout 2015 in the fanpages of the three most voted in Goiás, we sought to understand if these Facebook pages are used as spaces of citizenship, expanding the exercise of communication between representatives and represented. To obtain answers, we investigate interaction as a mode of participation in democracy and strengthening of citizenship. In the development of the work, we review the concepts of citizenship, communication and interaction and the potential of digital media to promote virtual public spheres, focused on public interest debate. With the analysis of the publications of the parliamentarians and the comments published by the citizens and parliamentarians on the selected subjects, it was possible to verify that the communicational citizenship in spaces of interaction is an incremental process, that happens through the dialogue between the interacting ones. Representatives and representatives are responsible for exercising citizenship in fanpages and, consequently, in Brazilian democracy, which has in the federal deputy the power of representation of the people in decision-making. / A partir do estudo da interação e da comunicação entre deputados federais e cidadãos ao longo de 2015 nas fanpages dos três mais votados em Goiás, buscamos compreender se essas páginas no Facebook são utilizadas como espaços de cidadania, ampliando o exercício da comunicação entre representantes e representados. Para obter respostas, investigamos a interação como um modo de participação na democracia e de fortalecimento da cidadania. No desenvolvimento do trabalho realizamos uma revisão dos conceitos de cidadania, da comunicação e da interação e das potencialidades das mídias digitais em promover esferas públicas virtuais voltadas ao debate do interesse público. Com a análise das publicações dos parlamentares, e dos comentários publicados pelos cidadãos e parlamentares nas matérias selecionadas, foi possível aferir que a cidadania comunicacional em espaços de interação é um processo incremental, que acontece por meio do diálogo entre os interagentes. Representantes e representados são responsáveis pelo exercício da cidadania nas fanpages e, consequentemente, na democracia brasileira, que tem no deputado federal o poder de representação do povo nas tomadas de decisão.

Made available in DSpace on 2016-03-22T17:27:10Z (GMT). No. of bitstreams: 1 pricilla.pdf: 2750830 bytes, checksum: 921d3133cb48c9e8496bc6d66b66fac1 (MD5) Previous issue date: 2013-12-12 / Esta pesquisa tem como objetivo o estudo do discurso da violência sistêmico-simbólica presente nos memes da fanpage do Facebook, Diva Depressão, a fim de analisar a legitimação e a disseminação da violência mascarada pelo humor. O intuito é discutir o que são memes, como eles se projetam em sites de redes sociais e qual a ligação que o discurso da violência sistêmico-simbólica, implicada nos comentários e apropriações das ferramentas do site analisado tem com estes memes. O trabalho tem como finalidade buscar como se dá a legitimação deste discurso, como as trocas conversacionais e as novas estruturas de linguagem formadas através de apropriações do ambiente online influenciam na perpetuação de uma violência mascarada, que estigmatiza e que coloca os sujeitos estigmatizados num lugar de senso comum, e que acabam virando alvo de piadas que são propagadas através de imitações, no caso, dos memes. O foco da pesquisa são, portanto, os memes e, consequentemente a violência discursiva presente nestes memes, que pode ou não ser ocasionada de forma proposital e que pode fazer surgir novas formas dos sujeitos de relacionarem em suas trocas conversacionais, basicamente através de um tipo de humor que implica a presença desse discurso violento e estigmatizador. Os cinco memes com mais curtidas, comentadas e compartilhadas do mês de janeiro, cada um com um tipo ou mais de estigma existente e marcado na fanpage, serão analisados a partir da Análise do Discurso Mediada pelo Computador. Uma nova forma de compreender a propagação da violência simbólica foi levada em consideração, assim como seu ambiente de interação

This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertising and its effects on the consumer mindset. This has lead to three overarching research questions, which provides a strong theoretical and practical contribution to the status quo:   RQ1:          What is the influence of the gap between motivational factors to “Like” a brand’s Facebook page and the subsequent firm-created Facebook advertising on perceived advertising value?   RQ2:          What is the influence of perceived advertising value on consumer brand-related activities?   RQ3:                      What is the influence of (1) perceived advertising value and (2) consumer brand-related activities on brand equity?   A quantitative research approach was adopted using a self-administered survey among 101 European Facebook users between 18 and 35. The framework of this research comes from four elements of theory; Uses and Gratifications (U&G) theory to identify the underlying motivational factors to engage with a brand on Facebook, advertising value by Ducoffe (1995), to measure how the brand’s advertising is perceived, consumer brand-related activities (COBRA) by Muntinga, et al. (2011) to classify the level of consumer involvement with the brand on Facebook, and the brand value chain by Keller & Lehmann (2003), which is closely related to consumer-based brand equity as developed by Aaker (1991) and Keller (1993).   The main conclusions of this research include that the gap between initial motivations to start a brand-relationship on Facebook and the subsequent activities performed by the firm is smaller for those in a currently active brand-relationship while it is considerable larger for those who have decided to exit the relationship. Moreover, while not statistically confirmed a clear tendency was identified that the perceived advertising value of a brand on Facebook is attributable to the extent of this gap. In the same vein, the decision to continue or exit a brand-relationship on Facebook is attributable by the level of perceived advertising value. The type and level of interaction with a brand is influenced by the perceived advertising value, however, can be influenced by targeting specific motivations to interact. Both the perceived advertising value and the level/type of interaction with a brand were found to influence the consumer mindset. Especially the form (entertaining, enjoyable) in which advertising is dispersed on Facebook proves to be important.