Internet has created an opportunity for people to communicate with a larger audience and some internet users have become famous based on what they share on social media. These people are defined as influencers which includes people with a large group of followers on different social media platforms. The rise of influencers has created new marketing opportunities for brands. While being exposed in influencers pictures or videos they can reach out to their target group. However, this new situation has created a rhetoric problem. The influencers must maintain their own personal brand while marketing another brand simultaneously. This study therefore aims to investigate which rhetoric techniques influencers, more specific YouTubers, use to maintain their own personal brand in the new context. While studying a marketing campaign created by United Screens for the brand Bic Soleil Bella, I did a rhetoric analysis of the YouTubers content where the product was exposed. The result showed that the YouTubers within the study use the same rhetoric techniques as in videos where no paid marketing collaboration was involved. Some of the YouTubers also created a situation where the product becomes relevant to their own personal brand.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-08-08T11:27:31Z No. of bitstreams: 1 Manuella Vieira Reale.pdf: 52740448 bytes, checksum: 6fd6179e2cf5c8a252b6435fa1b358a0 (MD5) / Made available in DSpace on 2018-08-08T11:27:31Z (GMT). No. of bitstreams: 1 Manuella Vieira Reale.pdf: 52740448 bytes, checksum: 6fd6179e2cf5c8a252b6435fa1b358a0 (MD5) Previous issue date: 2018-06-21 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Pontifícia Universidade Católica de São Paulo - PUCSP / This research seeks to understand which are the different enunciative strategies and the regimes of meaning and interaction of scientific communication brazilian channels on online videos - especially on YouTube s platform - as a way to cultivate the taste for science. Therefore, we aim: investigate the constructed senses and ways of presence of scientific communication destinators in the selected digital environment; observe and question the scientific communication terminology; identify enunciation marks that indicate doings shaped by metadestinator YouTube; discuss what leads a certain statement to be credible; debate the scientific communication as an approximation between scientific field and common sense. lt is recognized the relevance of scientific field in contemporary society and the role of scientific communication in dissemination of complex science. Hypotheses to be tested are: YouTube enables multiplicate audiovisual productions about scientific knowledge; scientific communication channels make the taste for science an object of value in the approximation between scientific knowledge and common sense; interactions promoted in this platform provide feedback on the part of the destinee, revealing their simulacra. The object of study consists in channels with scientific content, whose posting is regular, recent and original. A mapping is accomplished of the productions by search and data survey, resulting in an overview of current brazilian productions whose division was made in four categories relating degree of audiovisual production and formal specialization in science. They are: Beginner, Professional Producer, Certificated Specialist and lnitiated. The corpus channels, chosen respectively from each category, are: Alimente o Cerebro, Manual do Mundo, Canal do Pirula and Nerdologia. The theoretical current of French semiotics of Algirdas J. Greimas and his followers, based on the generative course of meaning, will ground the analysis of enunciation in each syncretic text, as well as the meaning and interaction regimes according to Eric Landowski. Regarding the science notion, the main authors are Thomas Kuhn and Edgar Morin and, to discuss scientific communication definition, Wilson Bueno, Carlos Vogt and Bruce Lewestein. ln meaning and interaction regimes, it is possible to see how destinators use strategic narratives to impel the construction of meaning along the destinee in order to accentuate the taste for science as an object of value / A seguinte pesquisa busca compreender quais as diferentes estrategias enunciativas e os regimes de sentido e de interagao dos canais brasileiros de divulgagao cientffica em vfdeos online - especificamente na plataforma YouTube - como modo de cultivo do gosto pela ciencia. Para tanto, objetiva-se: investigar os sentidos construfdos e os modos de presenga dos destinadores de divulgagao cientffica no ambiente digital selecionado; observar e questionar a terminologia da divulgagao cientffica; identificar as marcas de enunciagao que indicam fazeres moldados pelo metadestinador YouTube; discutir o que leva certo enunciado a ser crfvel; debater a divulgagao da ciencia na aproximagao do campo cientffico com o senso comum. Reconhece-se a relevancia do campo do conhecimento cientffico na sociedade contemporanea e o papel da divulgagao cientffica na comunicagao da ciencia complexa. As hip6teses a serem testadas sao: o YouTube possibilita a multiplicagao de produg6es audiovisuais sobre o conhecimento cientffico; os canais de divulgagao cientffica fazem do gosto pela ciencia um objeto de valor na aproximagao entre conhecimento cientffico e senso comum; as interag6es promovidas nessa plataforma proporcionam uma retroalimentagao por parte do destinatario, desvelando seus simulacros. 0 objeto de estudo e composto por canais com conteudo de teor cientffico, cuja postagem dos vfdeos e regular, recente e original. Realiza-se um mapeamento das produg6es da plataforma por procura e levantamento de dados, resultando em um panorama das atuais produg6es brasileiras cuja divisao foi feita em quatro categorias relacionando o grau de produgao audiovisual e a especializagao formal em ciencia. Sao elas: lniciante, Produtor profissional, Especialista titulado e lniciado. 0s canais do corpus, elegidos respectivamente de cada categoria, sao: Alimente o Cerebro, Manual do Mundo, Canal do Pirula e Nerdologia. A corrente te6rica da semi6tica francesa de Algirdas J. Greimas e seus seguidores, a partir do percurso gerativo de sentido, fundamentara o exame da enunciagao de cada texto sincretico, assim como os regimes de sentido e de interagao segundo Eric Landowski. Para a nogao de ciencia, os principais autores sao Thomas Kuhn e Edgar Morin e, para debater a definigao de divulgagao cientffica, Wilson Bueno, Carlos Vogt e Bruce Lewestein. Em diferentes regimes de sentido e de interagao, verifica-se como os destinadores langam mao de narrativas estrategicas para impelir a construgao de sentido conjuntamente com o destinatario a fim de acentuar o gosto pela ciencia enquanto objeto de valor

Undersökningens avsikt är att granska video-centric webbplatsers användning bland Karlstads universitets studenter, varför och hur studenter använder webbplatserna. Undersökningen är baserad på Uses and Gratifications modellen.

Man brukar säga att en bild säger mer än tusen ord. Att marknadsföra ett företag genom att använda bilder och video är en strategi som används i allt större utsträckning då det ses som ett starkt marknadsföringsverktyg. I moderna samhällen kan företag inte bara nöja sig med att erbjuda sina tjänster, de måste också sälja dem genom att skapa ett tydligt varumärke. Ett varumärke skapas av en image och denna image ska som mål kunna representera varumärket alldeles självt. Syftet med detta examensarbete är att få en bredare förståelse av marknadsföring via sociala och digitala medier. Examensarbetet har utförts på uppdrag av DJkollektivet “Håll Käften och dansa” där målet har varit att skapa en internationell webbsida för att marknadsföra dem. Syftet med webbsidan är att besökaren ska få en känsla av hur det kan vara att besöka en av deras spelningar. Den primära datainsamlingen har bestått av en kartläggning över vilken sorts information som visas på befintliga DJ's webbsidor där fokus har legat på menyer, sociala nätverk och vilken information de har valt att ha med på webbsidan. Detta för att skapa en förståelse för hur marknadsföring via internet ser ut idag. Vi har även utfört ett användartest på webbsidan för att analysera användarens reaktion på hur de upplever webbsidan och dess innehåll. Rapporten beskriver produktionens arbetsprocess och avslutas med att koppla samman den teoretiska delen till det slutgiltiga utformandet av webbsidan. Resultatet av detta arbete består av ett grafiskt kit som levereras i form utav; en webbsida, en egenproducerad video, en marknadsföringsguide samt våra egna fotograferade bilder till webbsidan. / It is often said that a picture is worth a thousand words. Marketing a company by using images and video is a strategy that is increasing in use as it is seen as a strong marketing tool. In modern societies, companies cannot limit themselves to merely offering their services. They must also sell by creating a clear brand. A brand is created by an image and this image should aim to represent the brand itself. The purpose of this thesis is to gain a broader understanding of marketing through social and digital media. This project was assigned by the DJ collective "Shut up and dance" where the goal has been to create an international website to market them. The purpose of the website is for the visitor to get a feeling of how it can be to visit one of their gigs. The primary data collection consisted of a survey orientation on the information that displayed on existing DJ websites. The focus has been on the menus, social networks and the information that they have chosen to include on the website. This is to create an understanding of how marketing on the Internet is today. We also performed a usability test on the website to analyze user's reaction to how they perceive the website and its content. The report describes the work process and concludes by linking the theoretical part of the final design to the website. The result of this work has a graphic kit supplied with the collection of; a website, a showreel, marketing guide and photos we have taken to the website.

Denna studie undersöker hur minskad anonymitet kan förändra sättet människor skriver kommentarer på YouTube-videor. YouTube begärde nyligen att användarna skulle ange sina fullständiga namn. Användare är ännu inte skyldiga att ändra sitt användarnamn, men om de inte gör det ombes de att svara på varför de väljer att ha kvar sitt alias. För att undersöka detta lät vi först användare svara på en enkät för att se vad de tycker om att vara anonym kontra att ge ut sitt riktiga namn, och om att ge sitt riktiga namn gör dem mer uppmärksamma kring deras sätt att kommentera på YouTube. Sedan, för att se vad som verkligen händer i kommentarsfälten, gick vi igenom ett antal kommentarer för att hitta mönster i hur ett alias kontra ett riktigt namn relaterar till processen att skriva negativa kontra positiva kommentarer. Kommentarerna analyserades med hjälp av en modell som mäter olika grader av negativitet och positivitet i en kommentar. Våra studier visar att ändringen från ett alias till riktigt namn, påverkar hur kommentarer skrivs och att ett högre antal negativa kommentarer kommer från användare som använder ett alias. Resultatet är en indikation på hur minskning av anonymitet kan leda till mindre negativitet i YouTubes kommentarsfält. / This study examines how reducing anonymity options can change the way people write comments on YouTube-videos. YouTube recently requested users to enter their real names as a username. Users are not yet obligated to do so, but if they do not, they are asked to answer why they chose remain their alias. To investigate this we first let users answer a survey to see what they felt about being anonymous versus giving their real name, and if providing their real name made them more cautious about their way of interacting on YouTube. Then, to see what really is going on in the comment sections, we went through a group of comments to spot patterns in how an alias or a real name is related to the process of writing negative versus positive comments. Comments were analyzed with help from a model that measures the stages of negativity and positivity in a comment. Our studies indicate that the change from alias to real name, make an impact in how comments are made and that much higher rate of negative comments come from users using an alias. The result is an indication that less anonymity may lead to less negativity in YouTube’s comment sections.

Submitted by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T19:06:58Z No. of bitstreams: 1 ALBERTO_Tulio_2017.pdf: 2422402 bytes, checksum: 127bff2089f3d274b1abaa58c3d32578 (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T19:07:11Z (GMT) No. of bitstreams: 1 ALBERTO_Tulio_2017.pdf: 2422402 bytes, checksum: 127bff2089f3d274b1abaa58c3d32578 (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T19:07:27Z (GMT) No. of bitstreams: 1 ALBERTO_Tulio_2017.pdf: 2422402 bytes, checksum: 127bff2089f3d274b1abaa58c3d32578 (MD5) / Made available in DSpace on 2017-10-03T19:07:37Z (GMT). No. of bitstreams: 1 ALBERTO_Tulio_2017.pdf: 2422402 bytes, checksum: 127bff2089f3d274b1abaa58c3d32578 (MD5) Previous issue date: 2017-02-03 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / YouTube has become an important video sharing platform. Several users regularly produce video content and make this task their main livelihood. However, such success is also drawing the attention of malicious users propagating undesired comments and videos, looking for self-promotion or disseminating malicious links which may have malwares and viruses. Since YouTube offers limited tools for blocking spam, the volume of such messages is shockingly increasing and harming users and channels owners. In addition to the problem being naturally online, comment spam filtering on YouTube is different than the traditional email spam filtering, since the messages are very short and often rife with spelling errors, slangs, symbols and abbreviations. This manuscript presents a performance evaluation of traditional online classification methods, aided by lexical normalization and semantic indexing techniques when applied to automatic filter YouTube comment spam. It was also evaluated the performance of MDLText, a promising text classification method based on the minimum description length principle. The statistical analysis of the results indicates that MDLText, Passive-Aggressive, Naïve Bayes, MDL and Online Gradient Descent obtained statistically equivalent performances. The results also indicate that the lexical normalization and semantic indexing techniques are effective to be applied to the problem. Based on the results, it is proposed and designed TubeSpam, an online tool to automatic filter undesired comments posted on YouTube. / O YouTube tem se tornado uma importante plataforma de compartilhamento de vídeos. Muitos usuários produzem regularmente conteúdo em vídeo e fazem desta tarefa seu principal meio de vida. Contudo, esse sucesso também vem despertando a atenção de usuários mal-intencionados, que propagam comentários e vídeos indesejados para se autopromoverem ou para disseminar links maliciosos que podem conter vírus e malwares. Visto que o YouTube atualmente oferece recursos limitados para bloquear spam, o volume dessas mensagens está impactando muitos usuários e proprietários de canais. Além da característica inerentemente online do problema, filtrar spam nos comentários do YouTube é uma tarefa que difere-se da tradicional filtragem de spam em emails, pois as mensagens costumam ser muito mais curtas e repletas de erros de digitação, gírias, símbolos e abreviações que podem dificultar a tarefa de classificação. Assim, nesta dissertação é apresentada a avaliação de desempenho obtido por métodos tradicionais de classificação online auxiliados por técnicas de normalização léxica e indexação semântica, quando aplicados na filtragem automática de comentários indesejados postados no YouTube. Foi avaliado também o desempenho do MDLText, um promissor método de classificação de texto baseado no princípio da descrição mais simples. A análise estatística dos resultados indica que os métodos MDLText, Passivo-Agressivo, Naïve Bayes, MDL e Gradiente Descendente Online obtiveram desempenhos equivalentes. Além disso, os resultados também indicam que o uso de técnicas de normalização léxica e indexação semântica são eficazes para atenuar os problemas de representação de texto e, consequentemente, aumentar o poder de predição dos métodos de classificação. Baseado nos resultados dos experimentos, foi proposto e desenvolvido o TubeSpam, uma ferramenta online para filtrar automaticamente comentários indesejados postados no YouTube.

Made available in DSpace on 2016-06-02T20:25:22Z (GMT). No. of bitstreams: 1 6221.pdf: 6384149 bytes, checksum: 3cd629d564c6cf7e30845046a65a3868 (MD5) Previous issue date: 2014-03-20 / Financiadora de Estudos e Projetos / Our research aims to undertake the survey of some representations of contemporary reading practices by analyzing videos to encourage reading posted on the YouTube website. For this analysis we conducted a survey of videos that, by their similarities and differences, allowed us to organize them into two categories (Campaigns and Protocampaigns), whose subdivision was based on our observation of aspects such as the motivation of its production, the strategies of their generic composition (gender campaign), the degree of specialization of its production, and the means of media movement for which these campaigns were originally made. These categories were also divided into two thematic areas, in our view, illustrating how reading is preponderantly represented in these media productions. They are: Who reads, progresses and Who reads, travels . By relying on principles of French Discourse Analysis of and Cultural History of Reading, we will develop our analysis in order to describe any discursive representations that make reading these videos aimed to promote it, as well as describe the representations of reader the producers of these videos make the audience they are targeting. Therefore, in our research we seek to analyze some evidence entered in the production of these videos, projections of reading practices, to reflect on a given imaginary we share today about what reading is, how it should be exercised, than being a good reader, and how to promote it. / Nossa pesquisa objetiva empreender o levantamento de algumas representações de práticas de leitura contemporâneas por meio da análise de vídeos de incentivo à leitura postados no site do YouTube. Para tal análise fizemos um levantamento dos vídeos que, por suas semelhanças e diferenças, permitiu-nos organizá-los em duas categorias (a das Campanhas e a das Protocampanhas), cuja subdivisão pautou-se em nossa observação de aspectos tais como a motivação de sua produção; as estratégias de sua composição genérica (gênero campanha); o grau de especialização de sua elaboração; e os meios midiáticos de circulação para os quais essas campanhas originalmente foram feitas. Tais categorias também foram divididas em dois eixos temáticos que, a nosso ver, ilustram o modo como a leitura é preponderantemente representada nessas produções audiovisuais. São eles: Quem lê, progride e Quem lê, viaja . Apoiando-nos em princípios da Análise do Discurso de linha francesa e da História Cultural da Leitura, desenvolveremos nossa análise de modo a descrever eventuais representações discursivas que se fazem da leitura nestes vídeos que visam promovê-la, assim como descrever as representações de leitor que os produtores desses vídeos fazem do público a que se dirigem. Portanto, buscamos em nossa pesquisa analisar alguns indícios, inscritos na produção desses vídeos, de projeções de práticas de leitura, de modo a refletir sobre um dado imaginário que partilhamos hoje em dia acerca do que é a leitura, de como ela deve ser exercida, do que é ser um bom leitor, e de como proceder para promovê-la.

L’objectif de cette thèse est de recenser les critères qui permettent de donner sens aux oeuvres d’art contemporain dans l’espace public. Lors des conflits d’opinions, les protagonistes sont amenés à monter en généralité pour justifier leur point de vue, ce qui permet au chercheur d’avoir accès aux valeurs qui confèrent un sens à l’objet. Cependant, l’emprise du discours promotionnel du monde de l’art contemporain et les contraintes ayant transformé la critique d’art en un journalisme désengagé et consensuel rendent problématique la légitimité d’une critique négative dans l’espace public. L’enquête a d’abord porté sur les sujets développés par les journaux télévisés sur l’art contemporain afin d’appréhender les critères mobilisés par ce journalisme de communication qui tente de satisfaire la variété des valeurs admises par la société. Par la suite, les disputes des profanes sur le réseau social YouTube ont été analysées. Celles-ci donnent accès à une prise de parole libérée des contraintes du monde de l’art et du journalisme permettant à des critiques négatives de s’exprimer. Grâce à une sociologie des valeurs et une analyse du discours, il fut possible de typifier les arguments recevables dans l’espace public.Cette typification permet d’énoncer l’hypothèse que le sens politique donné à l’art désamorce, paradoxalement, la possibilité d’une polémique. Cette politisation de l’art favorise des critères d’évaluation des oeuvres dont la cohérence apparaît en considérant l’insolite comme une nouvelle catégorie esthétique commune à différentes pratiques culturelles. / The purpose of this thesis is to identify criteria to understand how contemporary artworks make sense in public space. When conflict of opinions happen, protagonists are led to rise in generality to justify their point of view, which allows the researcher to access at values giving a meaning to the object. However, the influence of the promotional discourse from the contemporary art world and the constraints that transformed art criticism in a journalism disengaged and consensual make problematic the legitimacy of a negative critique in the public space. First, the research focused on the subjects covered by newscast about contemporary art in order to understand criteria raised by this communication journalism that tries to satisfy the variety of accepted values by society. Then, disputes on the social network YouTube were analyzed. These give access to a speech freed from the constraints of the art world and journalism where the expression of a negative critique is possible. Thanks to sociology of values and a discourse analysis, it was possible to typify the receivable arguments in the public sphere. This patterning allows to state the hypothesis that the political meaning given to art defuses, paradoxically, the possibility of controversy. This politicization of art promotes evaluation criteria of artworks whose consistency appears considering the ‘‘insolite’’ as a new aesthetic category common to different cultural practices.

Made available in DSpace on 2016-06-02T19:39:40Z (GMT). No. of bitstreams: 1 5670.pdf: 1991621 bytes, checksum: 527942e0f881d5bfd88d06e0feb8e503 (MD5) Previous issue date: 2013-12-05 / Universidade Federal de Minas Gerais / The presence of digital technologies in everyday life of a significant part of human beings occurs increasingly intense way. At the same time, in the classroom space, the repression of feelings consolidates intensely. In this context, Youtube seems to be the scene of regressive catharsis by students. Aiming to understand how to (re)configure the relationships between teachers and students on new spaces of expression, this research investigates eight videos, posted on YouTube by students, showing the tension between the actors of the educational process, based on Critical Theory and Psychoanalysis. Thus, it presents one of the greatest challenges of education today: a new relationship between students and teachers as from the dialogue about and through digital technologies. / A presença das tecnologias digitais no dia a dia de significativa parte dos seres humanos se dá de modo cada vez mais intenso. Paralelamente, no espaço da sala de aula, a repressão dos sentimentos vai se consolidando de forma pungente. Nesse enredo, entra em cena o YouTube como palco de uma catarse regressiva por parte dos estudantes. Objetivando compreender como se (re)configuram as relações entre professores e alunos diante de novos espaços de expressão, esta pesquisa investiga oito vídeos, postados no YouTube por alunos, que mostram a tensão entre os atores do processo educativo, à luz da Teoria Crítica e da Psicanálise. Delineia-se, assim, um dos maiores desafios da Educação na atualidade: estabelecer uma nova relação entre alunos e professores a partir do diálogo sobre e por meio das tecnologias digitais.

Submitted by Adriana Azevedo Ferreira de Vasconcelos (adriana.vasconcelos@gmail.com) on 2018-09-06T21:48:42Z No. of bitstreams: 1 MPGC VAREJO - TA Adriana Vasconcelos_final.pdf: 1627218 bytes, checksum: a83c75cf16b868629747f02f4a700f7b (MD5) / Approved for entry into archive by Simone de Andrade Lopes Pires (simone.lopes@fgv.br) on 2018-09-07T00:13:42Z (GMT) No. of bitstreams: 1 MPGC VAREJO - TA Adriana Vasconcelos_final.pdf: 1627218 bytes, checksum: a83c75cf16b868629747f02f4a700f7b (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-09-10T12:10:49Z (GMT) No. of bitstreams: 1 MPGC VAREJO - TA Adriana Vasconcelos_final.pdf: 1627218 bytes, checksum: a83c75cf16b868629747f02f4a700f7b (MD5) / Made available in DSpace on 2018-09-10T12:10:49Z (GMT). No. of bitstreams: 1 MPGC VAREJO - TA Adriana Vasconcelos_final.pdf: 1627218 bytes, checksum: a83c75cf16b868629747f02f4a700f7b (MD5) Previous issue date: 2018-08-06 / Este estudo visa munir gestores de marca de informações que apoiem o processo de escolha de influenciadores digitais, co-criação de conteúdo patrocinado e avaliação de resultados. Através de um processo de coleta de dados com abordagem netnográfica, codificação e comparação de conteúdo, foi possível identificar quais elementos dos discursos dos YouTubers são mais recorrentes em vídeos com engajamento de maior qualidade. Nos canais analisados, ficou claro que um engajamento positivo está relacionado a conteúdos que tenham aderência ao propósito e à reputação do canal, ao passo que conteúdos desalinhados com a reputação do YouTuber geram reações de rejeição à marca. A metodologia deste estudo, por sua simplicidade, pode ser quebrada em etapas que auxiliam o gestor de marca a ter mais assertividade no planejamento de Comunicação. / This study aims to provide brand managers with information that supports the process of selecting digital influences, co-creating branded content and evaluating results. Through a process of data collection with a netnographic approach, content codification and comparison, the author was able to identify wich elements of the YouTuber´s speech are more often present in videos with a better engagement. In the analyzed channels, it was clear that a positive engagement is related to content that adheres to the purpose and reputation of the channel, while content out of alignment with YouTuber's reputation generates brand rejection. The methodology of this study, for its simplicity, can be broken in steps that help the brand manager be more assertive during the communication planning.