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.

Submitted by Erika Demachki (erikademachki@gmail.com) on 2016-09-09T20:13:04Z No. of bitstreams: 2 Dissertação - Luiz Espíndola de Carvalho Júnior - 2016.pdf: 15198028 bytes, checksum: 7b5fc8e2773e98885ba6164693a0d522 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2016-09-12T14:39:30Z (GMT) No. of bitstreams: 2 Dissertação - Luiz Espíndola de Carvalho Júnior - 2016.pdf: 15198028 bytes, checksum: 7b5fc8e2773e98885ba6164693a0d522 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2016-09-12T14:39:30Z (GMT). No. of bitstreams: 2 Dissertação - Luiz Espíndola de Carvalho Júnior - 2016.pdf: 15198028 bytes, checksum: 7b5fc8e2773e98885ba6164693a0d522 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2016-05-06 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This research intended to identify the musical genres that represent the four most accessible songs on Brazilian Youtube site in the period 2012-2015 , in view of their stylistic peculiarities , creation processes , production, circulation and reception with them involved , searching clarify to what extent are concerned with the mechanisms of the cultural industry and the corporate structure of the youtube site .The analysis and interpretation of musical works and videos that used the representational as a tool (CHARTIER, 2002; MOSCOVICI, 2003), with the hearing and observing "open" the object and use the three levels of analysis proposed by Ferrara (1984) allowed a foundation and methodological approach for the symbolic interaction.By the way, the search for related quantitative data to the results offered by YouTube Rewind Brazil in four years observed , identified that there is a supremacy of the ‘sertanejo universitário’ gender in three of the four songs observed in the ranking, the only song ranked first not was framed in this genre was classified as ‘carioca´s funk’ .In this context the analysis and interpretation could be still observed elements that coincide with practices related to cultural industry, which also pointed to market demands aimed at potential consumers of profiles for implications of this process with the Filter Bubble mentioned by Pariser (2012) that show the interference of technological advances in cyberspace musical movement.Harvey (2005) , Benjamin (2009) and Bauman (2009) has made it possible to realize this process from another angle , the inevitability of their interaction with the historical social setting and cultural postmodern , with the new sensorium mass that identifies their experiences daily with the result of the processes of creation, production, and circulation of the researched musical work . / Essa pesquisa teve como objetivo identificar os gêneros musicais que representam as quatro músicas mais acessadas no site Youtube brasileiro no período de 2012 a 2015, tendo em vista as suas peculiaridades estilísticas, os processos de criação, produção, circulação e recepção com eles envolvidos, visando esclarecer até que ponto estão implicados com os mecanismos da indústria cultural e com a estrutura corporativa do site youtube. A análise e interpretação das obras musicais e dos vídeos, que utilizaram o representacional como instrumento (CHARTIER, 2002; MOSCOVICI, 2003), junto à audição e observação “abertas” do objeto e da utilização dos três níveis de análise propostos por Ferrara (1984), possibilitaram uma fundamentação e abordagem metodológica referentes ao enfoque do simbólico. Por outro lado, a busca de dados quantitativos relacionados aos resultados oferecidos pelo Youtube Rewind Brasil nos quatro anos observados, permitiu identificar que existe uma supremacia do gênero sertanejo universitário em três das quatro músicas observadas do ranking, a única música classificada em primeiro lugar que não se enquadrou nesse gênero foi classificada como funk carioca. Nesse contexto da análise e interpretação puderam ser constatados ainda elementos que coincidem com práticas relacionadas à indústria cultural, o que apontou também para demandas mercadológicas que visam perfis dos consumidores em potencial, para implicações desse processo com o Filtro Invisível mencionado por Pariser (2012), que evidenciam a interferência dos avanços tecnológicos do cyberspace na circulação musical. Harvey (2005), Benjamin (2009) e Bauman (2009) já possibilitaram perceber esse processo sob outro ângulo, na inevitabilidade de sua interação com o cenário sócio histórico e cultural pós-moderno, com o novo sensorium da massa que identifica as suas experiências cotidianas com o resultado dos processos de criação, produção, e circulação da obra musical abordados.

This thesis will examine interlingual subtitles for online media. The research takes place within the descriptive translation studies paradigm. The source material consists of subtitles for a selection of webcasts found on the video sharing platform YouTube. The analysis will examine how the original dialogue has been translated as well as the form that the subtitles are presented in. An analysis of norm governed subtitles for television programs that follow established subtitling norms will also be made for comparison. Online media and broadcast media are divided into a dynamic and static category respectively in order to treat webcasts as an individual form of media. Dynamic media is defined as digital media created for the Internet, and static media is defined as media created for televised broadcasts. The results do not include qualitative assessments but have shown that subtitles for webcasts do not follow subtitling norms and display a wide range of unconventional approaches. The determining factor that illustrates the nature of webcast subtitles is attributed the diverse group of people writing them.

This essay is based on a qualitative interview study with focus groups as a method and examines how sponsored videos from american influencers are received by their audience. Influencers are a new fenomena within the marketing business and therefore it is interesting to examine how this new marketing tactic is received by the viewers. We used two american beauty influencers with over one million subscribers on youtube as a conversation starter for the groups. We found that, after showing the videos to the participants, that the key to success for both influencer and viewer was that a relationship had to be established between viewer and influencer because if not the influencer did not come across as trustworthy since the viewer lacked the personal connection to him or her, but also they didn’t know their personalities. The women with this attitude did not, on a regular basis, follow any type of influencer in their daily life. However the women who did follow influencers regularly showed understanding in the concept and were also more likely to say that the influencers were in fact trustworthy. However, all of the women agreed that this is commercial and should always be regarded as that. They meant that as a viewer and consumer they should always be critical towards sponsored videos since there is large sums of money involved, and that means that the influencer could not be one hundred percent honest

Syfte och forskningsfrågor Syftet med studien är att undersöka relationen mellan influencer och följare på den sociala media plattformen YouTube. Det innefattar hur samspelet mellan kommersiella samarbeten och personal branding påverkar relationen mellan följare och influencer. Utifrån det här syftet utformades två forskningsfrågor: 1. Vilka faktorer har inverkan på trovärdigheten i den relation som förekommer mellan följaren och influencerns personal brand på YouTube? 2. Vad krävs för att följarnas förtroende för influencern inte ska ta skada vid kommersiella samarbeten som sker via influencer marketing på YouTube? Metod Uppsatsen är utformad utifrån en kvalitativ forskningsmetod, som har en deduktiv ansats med inslag av induktion. Empirisk data utgörs av sex semi-strukturerade intervjuer med experter, observation av seminarium, sju enkätintervjuer och 72 enkätundersökningar med följarna. Slutsatser Studiens resultat visar att en relation skapas mellan följare och influencers på plattformen YouTube till följd av den närhet följarna känner till influencerns personliga varumärke, som i längden utvecklas till ett starkt förtroendekapital. Vidare framkom det att relationen i grunden inte påverkas av kommersiella samarbeten då generation Z är formade utifrån ett reklamsamhälle och ser det som en del av innehållet på kanalen. Resultatet visade dock på ett antal faktorer som krävs för att bibehålla den goda relationen – transparens och tydlighet gällande att reklam förekommer, väl matchade samarbeten som ska bidra med något extra samt en kontinuitet i influencerns personal brand. Avslutningsvis visas MCN-nätverkens betydelse för att identifiera mindre influencers, vilka innehar en stark relation och dessutom hög påverkansgrad på sina följare och därmed kan validera företagets budskap på en högre nivå. / Purpose and research question The purpose of this study is to explore the relationship between influencers and followers on the social media platform YouTube. It includes how advertising and personal branding cooperate, and what outcome it has on the relationship between influencer and follower. 1. What different factors have an impact on the credibility regarding the relationship between the influencer and the follower? 2. What is required to ensure that the followers´ confidence in the influencer doesn't get hurt in the process of advertisement collaborations that take place on YouTube through influencer marketing? Method The essay is based on a qualitative research method, which has a deductive approach with some elements of induction. The empirical data consists of six semi structured interviews with experts, observations of seminars, seven survey interviews and 72 surveys with followers. Conclusion The results of the study show that a relationship occurs between influencer and follower due to the closeness that the followers feel to the influencers personal brand, which in the long run is developed into a strong capital of trust. Furthermore, it was found that the relationship isn’t affected by the advertising on the influencers channel, due to the fact that generation Z is shaped according to the prevailing advertising landscape, and see advertisement as editorial content. However, the study showed a number of elements required to maintain a good relationship – transparency and clarity regarding advertising, well-matched partnerships that can contribute to the channel and also continuity regarding the influencers personal brand. Finally, the importance of MCN networks is shown in the process to identify smaller influencers who hold a strong trust capital with their followers, thus validating the company's message at a higher level.

I denna studie undersöks den kraftiga kritik som riktats mot de TV- och dataspel som omfamnar olika typer av vad jag kallar progressiva element. Det rör sig framförallt om sådant som mångfald, representation eller hur spelen i sitt utförande bryter mot hur de traditionellt sett har utformats. Studien är en diskursanalys av YouTube-videos, där utgångspunkten har varit hur argumenten konstruerar en viss problemformulering kring dessa progressiva element, med specifika orsaker och lösningar. Genom att dekonstruera dessa uttalanden och sedan rekonstruera en ekvivalenskedja, dvs. relationen mellan olika subjektspositioner och tecken, menar jag att detta visar på hur diskursen bärs upp av en binär logik där ett ”vi”, Spelarna, ställs mot ett ”dom”, Social Justice Warriors (SJWs). Denna logik konstrueras genom binära diskursiva uteslutningar vilket gör grupperna till varandras motsatser. I diskursen avpolitiseras rollen som Spelare genom att den knyts samman med begrepp som rationalitet, spelkulturen och den fria marknaden, medan SJWs förknippas med censur, ideologi och icke-spel. På detta sätt osynliggörs således en subjektsposition starkt förknippad med maskulinitet och en ofta pseudo-meritokratiskt och socialdarwinistisk ideologi, som hävdar tolkningsföreträde och motsätter sig alla typer av förändring, på grundval av sanning och fakta. / This study examines the sharp criticism directed at video games that embrace different types of what I call progressive elements, primarily those that include diversity, representation, or deviate from traditional video gaming mechanics and norms. The study is a discourse analysis of YouTube videos, where the starting point has been how the arguments construct a problem in relation to these progressive elements, with specific causes and solutions. By deconstructing these statements and then reconstructing a chain of equivalence, i.e. relations between subject positions, this shows how a binary logic carries the discourse where a specific ‘we’, The Gamer, are up against a specific ‘them’, the Social Justice Warriors (SJWs). By ways of binary discursive exclusions, the groups are constructed as opposites. In the discourse, The Gamer becomes depoliticized by relating it to concepts of rationality, game culture and the free market, whilst SJWs are associated with censorship, ideology, and non-games. In this way, The Gamer makes invisible its association with masculinity and an often pseudo-meritocratic and Social Darwinist ideology, and claims an interpretative prerogative and oppose any kind of change, on basis of truth and facts.

Today communication on social media takes place with a wide reach and from several different sources. This has made it more difficult for the user to perceive credibility than before. A current issue today is how we should consume food more sustainably because both humans and the environment are threatened. The study examined how the various components of credibility are perceived by a specific type of user on Youtube. The purpose was to contribute with an understanding of the extent to which a user with knowledge about sustainability perceives Youtube content about sustainable food as credible. Furthermore, the study aimed to highlight credibility in communication about sustainable food. The study applied a qualitative research method with collected empirical data from six semi-structured interviews. The Source of Credibility Model was used as a theoretical framework to contribute the study to investigate the dimensions within the perceived credibility from the user's perspective. Results of the study display that the perceived credibility of Youtube content are affected by various factors and that they can have an individual impact on the user. Honest, realistic, and relatable content enhances credibility. Furthermore, content based on facts and content from a person with experience are factors that increase credibility as well. The user's perceived credibility is also based on the person speaking in the video. In communication about sustainable food, credibility is increased if content comes from a relevant Youtube channel. / Idag når content på sociala medier ut till en bredare massa än tidigare och från flera olika avsändare. Det har lett till att användaren upplever svårigheter med att bedöma information som trovärdigt eller inte. En aktuell fråga idag är hur vi skall konsumera mat mer hållbart eftersom både människans och planetens miljö är hotad. Studien undersökte hur en specifik användare upplever content på Youtube sätt till trovärdighet. Syftet var att bidra med förståelse hur trovärdigt användare med kunskap inom hållbarhet upplever content om hållbar mat på Youtube. Vidare syftade studien till att belysa trovärdighet inom kommunikation om hållbar mat. Studien tillämpade en kvalitativ forskningsmetod med insamlad empiri från sex semistrukturerade intervjuer. The Source of Credibility Model användes som teoretiskt ramverk för att bidra till undersökning av faktorerna inom den upplevda trovärdigheten utifrån användarens perspektiv. Utifrån analys och diskussion av studiens resultat drogs slutsatserna att den upplevda trovärdigheten av Youtube content påverkas av olika faktorer och flera av dem kan ha en individuell påverkan för användaren. Vidare förhöjer ärligt, realistiskt och content som går att relatera till trovärdigheten. Ytterligare är faktabaserat content samt content från en person med erfarenhet faktorer som förhöjer trovärdigheten. Användarens upplevda trovärdighet är inte endast baserat på informationen i sig utan även på personen som talar i videon. I trovärdig kommunikation om hållbar mat förhöjs trovärdigheten om content kommer från en Youtubekanal med relevant inriktning.

Social media is increasingly being used as a forum to engage in political events and using different kinds of social platforms has become an easier and faster way to conveying political messages to the outside world. The purpose of this study is to investigate how the social media platform YouTube is used as an instrument for a resistance movement and how the content in these videos are continuously changing by studying a specific case that takes place over a long period of time. Using a content analysis, this study analyzed visual materials in form of livestream videos on YouTube about the resistance movement in Hong Kong during June, July, September, and October 2019. The analyzed videos are strategically selected from a specific YouTube channel named China Uncensored, where the authors of the content give a very transparent visual of the resistance movement. To analyze the YouTube videos, a coding scheme was constructed with five starting point for respective video: the purpose, the target, the alliance, criticism types, and the level of violence for the resistance movement. In conclusion the use of YouTube as an instrument for a resistance movement in form of livestream videos has shown positive effects due to its realistic, unedited, and transparent visual of reality. This way the content has high validity, which makes YouTube livestream videos a great tool of resistance on social media. The study also answers the question regarding the changes in the livestream videos, that the goal and level of violence of the movement constantly changed during the selected timeline. / Sociala medier används alltmer som ett forum för att engagera sig i politiska händelser och att använda olika typer av sociala plattform har blivit ett enklare och snabbare sätt att förmedla politiska budskap till omvärlden. Syftet med denna studie är att undersöka hur den sociala medieplattformen Youtube används som ett instrument för en motståndsrörelse och hur innehållet i dessa videor kontinuerligt förändras genom att studera ett specifikt fall som äger rum under en lång tidsperiod. Med hjälp av en innehållsanalys analyserade denna studie visuella material i form av livesändningar på Youtube om motståndsrörelsen i Hong Kong under juni, juli, september och oktober 2019. De analyserade videorna är strategiskt utvalda från en specifik Youtube-kanal där författarna till innehållet ger en mycket transparent bild av motståndsrörelsen. För att analysera Youtube-filmerna konstruerades ett kodningsschema med fem utgångspunkt för respektive video: syftet, målet, alliansen, kritiktyper och våldsnivån för motståndsrörelsen. Resultatet visar att användningen av YouTube som ett instrument för en motståndsrörelse i form av livesändningar visat positiva effekter på grund av dess realistiska, oredigerade och transparenta visuella verklighet. På detta sätt har innehållet hög validitet, vilket gör YouTube-livesändningar till ett bra verktyg för motstånd på sociala medier. Studien svarar också på frågan angående förändringarna i dessa videon, att rörelsens mål och våldsnivå ständigt förändrades under den valda tidsperioden.

The thesis follows up a topic of fake news within the borders of Czech Republic. This frequently discussed phenomena is often linked to the pro-Kremlin propaganda, whose aim is to evoke fear across the citizens, as well as raise distrust towards reigning authorities, western institutions, a functionality of liberal democracy and at last but not least - distrust towards public media and mainstream media in general. This is being achieved by production of fake news, also known as fictive, false or manipulative articles, that are being spread through the social media. Despite its low credibility the news often make their way into the public discussion, forming the general opinion and as a result affecting many political decisions. In order to follow this topic up further, I will put in use the Adam Klein's concept, also known as information laundering.This concept describes the ways how these hateful articles, personal opinions and straight up false news are getting legitimised within the online world and subsequently spread through the social media under the disguise of respectable journalism. The thesis is aiming to map out the entire sphere of fake news media, its websites and Facebook and YouTube social profiles as well as describe individual aspects of the entire mechanism using quantitative analysis. In...

The thesis presents findings regarding children activity in the online space, as well as contributes by its own research findings. The attention is focused on Czech children in the age group of 10-12 years. To be specific, the thesis focuses primarily on the type of content that children consume online, the way they consume it and the interference of advertising, while being online. The attention is paid also to parents' knowledge of activities that their children do online, as well as the extent of regulation parents apply on such activities. In the first part, the current knowledge of children's behaviour online and on YouTube is described. Also, relevant research outputs are presented. Special chapters are devoted to YouTube, including the YouTubers phenomenon, as well as to the protection of children in cyberspace. The research combines qualitative and quantitative techniques of observation and questionnaires. The thesis contributes to a better understanding of children's behaviour in the online space and it also presents new findings about the way Czech children use YouTube and for what purposes they use it, as well as about parents' engagement in their activities.