Submitted by Setor de Tratamento da Informa??o - BC/PUCRS (tede2@pucrs.br) on 2016-10-18T19:11:16Z No. of bitstreams: 1 TES_NILMA_REGINA_MENDES_LIMA_COMPLETO.pdf: 5962363 bytes, checksum: 9b83bd8be7dc25caa2b4f447180ba44b (MD5) / Made available in DSpace on 2016-10-18T19:11:16Z (GMT). No. of bitstreams: 1 TES_NILMA_REGINA_MENDES_LIMA_COMPLETO.pdf: 5962363 bytes, checksum: 9b83bd8be7dc25caa2b4f447180ba44b (MD5) Previous issue date: 2016-08-08 / Based on the assumption that a large number of the contemporary social relations is the result from a social imaginary that influences and is influenced by one of the strongest hypermodernity imaginary technologies ? the social networking websites ? this research aims to carry out a study about digital narcissism phenomenon, understanding it as a manifestation of hyper-spectacle that the hypermodern individual, here referred as hyper-individual, performs in these websites, especially in the social network Facebook. Thus, from the theoretical basis, endorsed by the imaginary notions, hypermodernity, hyper-individual, spectacle, hyperspectacle and social networks presented by authors such as Durand, Maffesoli, Lipovetsky, Debord, Silva and Recuero, a correlation among theories and a confrontation between them with the posts of individuals from network were held to, from this correlation, understand how, through what kind and under what conditions, this phenomenon hypermodern imagery is being developed in contemporary times. Therefore, a hybrid methodological contributions support this study, it consists on the bibliographical research, comprehensive sociology, netnography and Content Analysis, which was crucial so that we achieve the results described herein. / Partindo-se do pressuposto de que grande parte das rela??es sociais contempor?neas ? fruto de um imagin?rio social, que influencia e ? influenciado por uma das mais contundentes tecnologias do imagin?rio da hipermodernidade ? os sites de redes sociais ? esta pesquisa realiza um estudo acerca do fen?meno do narcisismo digital, entendendo-o como uma manifesta??o do hiperespet?culo que o indiv?duo hipermoderno, aqui denominado de hiperindiv?duo, realiza nesses sites, em especial na rede social Facebook. Assim, a partir do aporte te?rico referendado pelas no??es de imagin?rio, hipermodernidade, hiperindiv?duo, espet?culo, hiperespet?culo e redes sociais, trazido por autores como Durand, Maffesoli, Lipovetsky, Debord, Silva e Recuero, buscamos correlacionar as teorias e confront?-las com as postagens dos indiv?duos presentes na rede para, a partir dessa correla??o, compreender como, atrav?s de quais tipos e sob quais condi??es, esse fen?meno imag?tico hipermoderno se desenvolve na contemporaneidade. Para tanto, apoiamo-nos em um aporte metodol?gico h?brido, composto pela pesquisa bibliogr?fica, sociologia compreensiva, netnografia e an?lise de conte?do, que foi de fundamental import?ncia para que se conseguissem os resultados aqui descritos.