KRY is a health-related app that provides a conversation with a doctor or psychologist through an app. KRY has chosen to market themselves through influencer marketing at different platforms like for instance Youtube. When influencers market KRY they encourage their followers to pay money for something that plays an important role regarding their own health. The purpose of this thesis is to answer the questions: What communicational strategies do influencers use to market KRY through sponsored video-vlogs? And how does the brand KRY get communicated through influencer marketing in sponsored video-vlogs? The thesis is considered relevant and is contributing to existing field of research because of the fact that much of the already existing research regarding influencer marketing is examining marketing of physical products. In other words, there exists lots of research regarding influencer marketing, but not much research focusing of influencer marketing of health-related services. This is the knowledge gap that this thesis aims to fill. The method the thesis is using is a multimodal analysis in combination with a rhetorical method. The material consists of the three vlogs in collaboration with KRY on Youtube which have the most views. The result shows that influencers market KRY by focusing on the intimacy between themselves and the viewers, talking about their own experience of using KRY, using emotion-related arguments and customizing the marketing after their own brand and their specific target groups of viewers. KRY as a brand did not get communicated very clearly, but could be distinguished by the fact that the influencers showed the app in their vlogs and that the brand KRY got related to positive emotions and words by all the influencers.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-12-20T08:46:33Z No. of bitstreams: 1 Ivana Soares Paim.pdf: 6891293 bytes, checksum: b7d32c745fe946f89bd0dddaf46b2dc9 (MD5) / Made available in DSpace on 2017-12-20T08:46:33Z (GMT). No. of bitstreams: 1 Ivana Soares Paim.pdf: 6891293 bytes, checksum: b7d32c745fe946f89bd0dddaf46b2dc9 (MD5) Previous issue date: 2017-12-11 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This research studies the image of the Devil, which is taken from the stages of the Universal Church of the Kingdom of God (UCKG) to the YouTube, according to the context of the communications that take place in the socialnetworks. The corpus of this work is made by an assemblage of scenes of exorcisms spreaded on YouTube, from 2010 through 2014, years of continuous expansion of this Church. This study aims to investigate the elements that build the representation of the Devil in the rituals of exorcism at the UCKG. These elements come from the Christian imaginary as well as from that of the Afro-Brazilian religions; they also come from the relations between the television and the religious practices, and consequently, from the marketing strategies developed by this Church. This research works with the hypothesis that the image of the Devil at the UCKG is an instrument of advertisement, part of the revival of the buzz marketing at the video sharing media and its use by religious institutions, in case, the UCKG. As an instrument of advertisement for this Church, the image of the Devil is represented in a fearful way and takes some characteristics of the Afro-Brazilian divinities by a hybridization process between these two religious imaginaries, conditioned to the UCKG’s movement of updating itself in search for recognition in a society that belongs to the web era. To develop this study, this research will consider the ideas of Hans Belting and Lúcia Santaella about the fields in which images can be classified into, as well as Gilbert Durand’s theories about the imaginary, that enable us to understand the building of images or representations as a product resulted from the interaction between an individual and his culture. It will also consider the concept of provoqued event by Patrick Charaudeau, who thinks the mediatic image is a programmed and an expected construction, whose purpose is to “reveal a truth” by persuasion and emotional appeal with obvious advertising intentions. In addition, other references will be considered for this research, such as studies about religion and more specifically about some Afro-Brazilian religions, in order to make comparisons between representations of different divinities and that of the Christian Devil. It will also consider studies about the buzz marketing that consists of an advertising strategy that makes the clients advertise the product by motivating them to talk about it with friends and acquaintances. We believe that the importance of this work relies on its contribution for the studies around the religious marketing in the time of web communication, since religious institutions have taken profit from the convergent media like YouTube to update their strategies in search for visibility and more followers / No contexto das comunicações realizadas por redes sociais de compartilhamento de informação, esta pesquisa estuda a imagem do Diabo levada dos palcos da Igreja Universal do Reino de Deus (IURD) para o YouTube. Mais especificamente, examina a produção dessa imagem diabólica nos discursos verbais, imagéticos e corporais de sujeitos presumidamente possuídos em rituais de exorcismo apresentados naquele site. O corpus do trabalho constitui-se de uma amostra de registros desses exorcismos divulgados no YouTube, postados no período de 2010 a 2014, anos de contínua expansão dessa Igreja. Esta pesquisa tem por objetivo investigar os elementos constitutivos da representação do Diabo nos rituais de exorcismo da IURD que partem do imaginário cristão e do imaginário das religiões afro-brasileiras, das relações entre as mídias televisivas e as práticas religiosas, e consequentemente, das estratégias de propaganda desenvolvidas por essa igreja. A pesquisa trabalha com a hipótese de que a imagem do Diabo na IURD é um instrumento de propaganda, parte da retomada do buzz marketing pelas mídias de compartilhamento de vídeo e de seu uso por instituições religiosas, no caso, a IURD. Como instrumento de propaganda dessa igreja, a imagem do Diabo é amedrontadora e se recobre de algumas características das divindades afro-brasileiras por um processo de hibridação entre esses imaginários religiosos, condicionados ao movimento de atualização da Universal e a sua busca por reconhecimento em uma sociedade inserida na era da web. Em plano teórico, mobilizar-se-ão os estudos de Hans Belting e Lúcia Santaella sobre os campos divisórios da imagem, assim como as teses sobre o imaginário de Gilbert Durand, que levam em consideração a interação do indivíduo com sua cultura, e o conceito de acontecimento provocado de Patrick Charaudeau, que considera a imagem midiática como uma construção esperada e programada, cuja finalidade é “revelar uma verdade” por meio da persuasão e do apelo emotivo, com fins claramente propagandísticos. Subsidiariamente, outros referenciais teóricos serão estudos abalizados sobre as religiões, inclusive as afro-brasileiras, que permitam estabelecer comparações entre representações de diferentes divindades àquelas do Diabo cristão, como também, trabalhos em torno do buzz marketing, uma técnica de propaganda que faz dos clientes os disseminadores de um produto ao estimulá-los a compartilhar informações sobre ele; o chamado boca-a-boca. Acreditamos que a relevância do trabalho está em contribuir com as reflexões voltadas ao marketing religioso na era da internet, do qual as igrejas vêm lançando mão cada vez mais para atualizar suas estratégias de busca por visibilidade e angariar mais fiéis

Orientador: Ana Sílvia Lopes Davi Médola / Banca: Ricardo Luís Nicola / Banca: Adriana Cristina Omena dos Santos / Resumo: Em 2006, durante as eleições para o Congresso americano, o YouTube e outras redes sociais registraram os primeiros sinais de ciberativismo político organizado por políticos e eleitores no âmbito da Internet. Em 2008, esse movimento se intensificou com a experiência de Barack Obama e a política passou a integrar amplamente a esfera das novas mídias digitais, com o aumento da interatividade nos processos de comunicação política via Web. Nesse contexto, o presente trabalho investiga, de um lado, como a sociedade americana utilizou o Youtube durante as eleições de 2008, e de outro, como se estruturou a chamada campanha on-line do então candidato Obama. Por meio da análise do discurso de campanha de Obama e de cinco vídeos postados por eleitores no Youtube durante o período eleitoral, este estudo busca explicações para o fenômeno que ficou conhecido como a primeira campanha em rede de toda história. As postulações de Manuel Castells sobre a sociedade em rede, os estudos ciberculturais e a semiótica discursiva foram adotados como referenciais teórico-metodológicos para a investigação dos sentidos produzidos nos processos que constituem o corpus desta pesquisa / Abstract: In 2006, during the american electrons for Congress, Youtube and other social networks reported the first signs of orgaqnized political cyberactivism toward the Internet. In 2008, this movement has been intensified by the experience of Barack Obama and the politics was included largely the realm of new digital media, allowing more dialogue and interactivity between politicians and voters. In this context, this paper investigates on the one hand, as American society has used Youtube during the 2008 elections, and the other how was structured Obama's online campaign. Through the analysis of five videos with political content on Youtube durign the election period, this study seeks explanations for the phenomenon that became known as the first network campaign throughout history. The theoretical postulations of Manuel Castells on the network society, the cybercultural studies and semiotics of discourse have been adopted as a theoretical and methodological line guide to explore the meanings produced by the processes that comprise the corpus of this research / Mestre

La presente investigación se elabora con la finalidad de determinar el impacto de la declaración tributaria de los servicios prestados en las plataformas de video de entretenimiento vía internet por personas naturales. Tal es el caso de los videobloggers, entendiéndose por la persona que publica videos con contenido propio mediante la plataforma on-line de YouTube, el cual configura una nueva forma de generación de ganancias. Asimismo, se expone una forma más adecuada que el sujeto pasivo podría emplear al momento de tributar los flujos de dinero que obtiene a partir de la creación y publicación de videos, los cuales son remunerados y que hoy en día genera un cierto nivel de evasión de impuestos. Por tal motivo la investigación se basará principalmente en la plataforma de video más popular y utilizada en el país por la gran significancia que representa en el medio tanto social como económicamente y en especial por el impacto tributario que comprende en la recaudación tributaria. Por ende, se desarrolla la presente tesis con el objetivo que pueda dar una base en el reconocimiento y determinación del impuesto a declarar ante la administración tributaria por el videoblogger. A la vez, aclarar cualquier concepto o duda respecto a la actividad y manejo tributario que pueda existir en la actividad por parte del contribuyente. Por tanto, primero se analiza los diversos aspectos tributarios que forman parte de los servicios prestados a través de plataformas de video, por tal se estudia tanto la ley del impuesto a la renta como el impuesto general a las ventas como los conceptos de servicios digitales, renta de fuente extranjera y comprobantes de pago que ayudan a ubicar a definir el tipo de servicio y categoría correspondiente. En segundo lugar, se describe la informalidad y cultura tributaria en el país y el impacto y medidas contra la evasión tributaria que la administración aplica para reducir y la orientación existente por parte del sujeto activo. En tercer lugar, para validar las hipótesis planteadas respecto al tema, se hicieron uso de dos herramientas de investigación, entrevistas y encuestas las cuales fueron aplicadas a profesionales especialistas en tributación y youtubers, respectivamente. Por último, se desarrolla un caso práctico donde se explica tanto la determinación como el impacto tributario producido por la publicación de videos remunerados mediante la plataforma online de YouTube el cual ayuda a proponer una forma de declaración de impuestos por parte de los contribuyentes pertenecientes a esta nueva forma de trabajo y luego se presentan las conclusiones y recomendaciones obtenidas de la investigación realizada. / The present investigation is elaborated with the purpose of determining the impact of the tax declaration of the services rendered in the video entertainment platforms through the Internet by natural persons. This is the case of videobloggers, understood as the person who publishes videos with their own content through the YouTube online platform, which configures a new form of income generation. Likewise, a more adequate form is exposed that the taxpayer could use when taxing the cash flows obtained from the creation and publication of videos, which are remunerated and that today generates a certain level of tax evasion. For this reason, the research will be based mainly on the most popular video platform used in the country because of the great significance it represents socially and economically, and especially because of the tax impact it includes in tax collection. Therefore, the present thesis is developed with the objective that it can give a base in the recognition and determination of the tax to declare before the tax administration by the videoblogger. At the same time clarify any concept or doubt regarding the activity and tax management that may exist in the activity by the taxpayer. Therefore, we first analyze the tax concepts that are part of the services provided through the video platforms, which we study the income tax law as the general sales tax, the concepts of digital services, the income from foreign sources and payment vouchers that help define the type of service and the corresponding category. Second, it describes the informality and tax culture in the country and the impact and measures against tax evasion that the administration applies to reduce and the existing orientation by the active subject. Third, to validate the hypotheses raised on the subject, two research tools, interviews and surveys were used, which were applied to the tax specialists and youtubers, respectively. Finally, a practical case is developed to explain the determination and fiscal impact produced by the publication of videos paid through the YouTube online platform, which helps to propose a tax return form for taxpayers they belong to this new way of working. Then the conclusions and recommendations obtained from the research carried out are presented. / Tesis

La presente tesis está enfocada en el estudio de los efectos de la publicidad emergente generada por Youtube, en la actitud de los Millennials. La investigación pretende rescatar información útil de la situación actual de la publicidad emergente y su comportamiento frente a los Millennials. Es importante resaltar que se abacaran temas como los antecendetes de la publicidad digital, tipos de publicidad emergente, las redes sociales, las características principales de la generación millennial y el concepto de la red social en cuestión, Youtube y su evolución a nivel mundial. Por otro lado, la presente investigación mostrará estadísticas y resultados de empresas que han invertido en publicidad emergente y que tan eficaz ha sido el efecto en las actitudes de los Millennials. Hoy en día, muchas empresas se encuentran invirtiendo en publicidad emergente debido al bajo costo que implica para éstas, y la frecuencia de repetición de la publicidad para el usuario de Youtube. Sin embargo ¿Cómo podemos saber qué tan eficaz es este tipo de publicidad y cómo influye en las actitudes de los Millennials? En la presente tesis se analizará en profundidad el tema en mención, mediante la teoría, análisis cualitativo y cuantitativo. Por consecuencia, las respuestas a los objetivos planteados en el presente estudio, contribuirá a las empresas para que puedan invertir eficazmente en Youtube y ser mucho más rentables. / This thesis is focused on the study of the effects of the emerging publicity generated by Youtube, in the attitude of the Millennials. The research aims to rescue useful information from the current situation of emerging advertising and its behavior against the Millennials. It is important to highlight that it will cover topics such as the antecedents of digital advertising, types of emerging advertising, social networks, the main characteristics of the Millennials generation and the concept of the social network in question, Youtube and its evolution worldwide. On the other hand, this research will show statistics and results of companies that have invested in emerging advertising and how effective the effect on Millennials' attitudes has been. Nowadays, many companies are investing in emerging advertising due to the low costs it means for them, and the frequency of repetition of advertising for the Youtube user. However, how can we know how effective this type of advertising is and how it influences the attitudes of Millennials? In the present thesis will be analyzed in depth the subject in question, through theory, qualitative and quantitative analysis. Consequently, the answers to the objectives set out in this study, will contribute to the companies so that they can invest effectively in Youtube and be much more profitable. / Tesis

<p>We have in this study preformed a quantitative examination on how hooligans use film and new technologies to spread private videos on the Internet. With today´s technologies it is very easy for hooligans to publish their videos. In this study, we have choosen to do a questionnaire poll based on seven questions about what people think of hooliganviolence on online video sharing sites. We have also conducted an online interview with a former swedish hooligan. The people who participated in our study are all anonymous, and therefore we have no age or gender included in our study. Most of the videos discussed here are used as entertainment, according to their publishers/viewers, but also as a method of advertising the supporterclubs of different teams. Following our study we can conclude that new technologies have a huge importance for the spread of these videos.</p>

This is an examination of how the fictional representation and re-creation of past wars is colliding with the personal video presentations of the Iraq War. It raises questions about how war and art are experienced in a new way and also how “instant history” is made available to the public. Personally recorded footage of the everyday experience of war has altered the way in which society views war and copes with its aftereffects because Generation Y has become a computer based generation. This is a reception study that will show how Generation Y has used the Baby Boomers’ input about the Vietnam War as a basis for its perceptions of historiography and as both a positive and negative framework for its videography.

We have in this study preformed a quantitative examination on how hooligans use film and new technologies to spread private videos on the Internet. With today´s technologies it is very easy for hooligans to publish their videos. In this study, we have choosen to do a questionnaire poll based on seven questions about what people think of hooliganviolence on online video sharing sites. We have also conducted an online interview with a former swedish hooligan. The people who participated in our study are all anonymous, and therefore we have no age or gender included in our study. Most of the videos discussed here are used as entertainment, according to their publishers/viewers, but also as a method of advertising the supporterclubs of different teams. Following our study we can conclude that new technologies have a huge importance for the spread of these videos.

The advent of social media networks is radically changing the way we communicate, shareand socialize. These networks are also creating impact on consumer behavior. In this study,we tried to analyze the factors working behind the intrinsic motivation of people upon whichthey are interacting in the social networks and formulating their preferences.Based on the theory of intrinsic motivation, we identified five factors to be most relevant withthe phenomena we attempted to address which are Curiosity, Power, Status, Tranquility, andIndependence. Among these five factors, we tried to analyze the relative importance of eachone on the buying behavior of users in the form of choosing social media platforms. Westretched out inquiry to the identification of the influence of demographic factors as well.According to our analysis, it has been revealed that the relative importance of curiosity ismore than any other factors and it also has a strong association with the nationality of theuser. Again, status has been identified as the second most important factor however; itshowed no association with any demographic factor.To conduct this study, we have taken a qualitative approach. Our philosophical underpinningsare based on the positivist and objectivist perspective which defined how we are going toreceive and interpret reality as researchers. However, on more practical terms, we chosesurvey as our data collection method as it allows us to collect mentionable amount of datawithin a short time span and keeps the opportunity of higher statistical analysis open.Regarding the sampling method, we have followed both the non-probability conveniencesampling and Quota sampling method. We have collected our 206 respondents from UmeaUniversity, which was divided by equal half of male and female quota. After collecting thedata, we analyzed it and presented the empirical findings in the chapter 5. Then the analysisrelating to the research question and the hypotheses was presented in the chapter 6 where wealso decided about the null hypotheses on the basis of stringent statistical tests. At the end, wesummed up out findings and proposed some implications and future research possibilities.This study can be helpful to understand the links between human motivation and the userinteraction in the social networks. This kind of relationships has not been fully appreciated inthe literature so far. From a managerial perspective, social media platforms are continuouslybecoming one great route to reach the consumers and engage them with the brands. Thus,understanding the motivation of the users might help the marketers to formulate their strategybetter and they can also take better decisions regarding which kind of social media is to use topromote the products on. As we also studied the demographic factors and one of the uniquecapacities of social media networks is the ability to identify demographic segments veryspecifically, the managers can capitalize on our demographic findings to differentiate theirpromotion on the basis of demographics across various social media platforms.This study has several limitations as time and resource scarcity did not allow us to explore theissue more profoundly. Thus, it has kept many research opportunities open such as exploringthe influence of psychographic factors on the choice of social media, use of user generatedcontent to build a stronger brand profile, identification of extrinsic motivators behind thebuying behavior of users and so on.

Sociala medier och andra medier har kommit att ta en stor plats i det svenska samhället. I takt med att samhället förändras har också elevernas intressen och vanor gjort det. Vi har under utbildningen till språklärare observerat att kunskapsnivån inom ämnet engelska kan skilja ganska mycket mellan elever i samma klass. Syftet med studien är därför att ta reda på hur elever i årskurs nio anser att de lär sig engelska bäst och hur formellt och informellt lärande påverkar deras språkutveckling. För att få svar på syftet och studiens frågor har vi använt oss både av en kvantitativ metod i form av en enkät med fasta svarsalternativ, och en kvalitativ metod i form av en intervju i fokusgrupp. Resultaten visar att de flesta respondenterna anser sig kunna engelska bra eller mycket bra och att social medier och andra medier har en gynnsam effekt på deras språkutveckling. Även det formella lärandet har visat sig ha positiv inverkan. Det framgår också att hörförståelsen och den skriftliga förmågan är de färdigheter de anser sig utveckla och kunna bäst. Studiens slutsats är att det finns plats och intresse för det informella lärandet i den formella klassrumsundervisningen.