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.

This paper seeks to investigate leading global brands‘ social media presence. The analysis of the Interbrand’s 100 Best Global Brands (2010) social media pages was conducted in the current study. Based on Kaplan & Haenlein‘s classification of social media, seven social media application cases were examined. The findings suggest that there are differences in global brands‘ social media presence by brand categories and social media applications. The findings also suggest that there are different levels of global brands‘ social media control. Managerial implications and guidelines for social media marketing are also provided. / text

Submitted by Pós-Com Pós-Com (pos-com@ufba.br) on 2012-05-25T14:05:13Z No. of bitstreams: 1 Lucas dos Santos Reis.pdf: 1637821 bytes, checksum: 4b38494f18679b2415aae829e41614db (MD5) / Made available in DSpace on 2012-05-25T14:05:13Z (GMT). No. of bitstreams: 1 Lucas dos Santos Reis.pdf: 1637821 bytes, checksum: 4b38494f18679b2415aae829e41614db (MD5) / Esta dissertação de mestrado analisa a atuação no Twitter e no YouTube das campanhas dos três principais candidatos ao governo da Bahia em 2010, buscando entender se houve de fato uma estratégia de ação que usou as possibilidades destes sites de redes sociais para a construção de uma forma inovadora de se fazer campanha eleitoral. Além disso, é avaliado se houve adequação técnica às especificidades de cada um destes sites e se seu uso está alinhado ao modelo de campanha pós-web. Neste percurso, são apresentados estudos sobre a relação entre os media de comunicação e campanhas eleitorais, bem como sobre a aplicação de técnicas de marketing à comunicação política, que conforma o chamado marketing político. Após esta revisão, se faz um aprofundamento temático que visa contextualizar este trabalho dentro dos estudos sobre a relação entre internet e política, de maneira geral, e sobre campanhas online, em particular. Aqui, são apresentados os seus diferentes estágios, chegando aos estudos sobre a influência da web 2.0, que criou novos espaços e ampliou o alcance das atuações online. A web 2.0 é definida e há uma segmentação para um dos serviços que a integram, os sites de redes sociais, onde esforços de campanhas eleitorais têm sido feitos, o que suscitou pesquisas específicas que são apresentadas e discutidas. Então, segue-se para a parte empírica do trabalho, considerando os aspectos levantados pela perspectiva de inovação, que aponta os benefícios democráticos que as campanhas online devem trazer, se comparadas com as campanhas tradicionais. Estes aspectos são avaliados através dos dados obtidos por uma grade de análise que é aplicada às publicações feitas pelos perfis oficiais dos candidatos no Twitter, e pelas atualizações dos perfis auxiliares criados por cada campanha. Esta mesma grade de análise é aplicada ao conteúdo dos vídeos postados nos canais oficiais do YouTube de cada uma das campanhas. De maneira complementar, são levantados critérios técnicos de atuação nestes sites, fazendo-se uma avaliação da adequação dos esforços dos candidatos analisados. Por fim, aspectos do modelo pós-web, como atuação integrada em diferentes plataformas e a distribuição de audiência de forma diluída entre estas plataformas formam outra grade de análise, aplicada aos hiperlinks publicados pelos candidatos e suas campanhas em seus perfis no Twitter. Desta forma, a pesquisa finaliza chegando a conclusão de que o uso dos sites de redes sociais por parte dos candidatos analisados foi amplo e sistemático, mas faltou integração entre os diferentes sites e uma diferenciação consistente da forma tradicional de se fazer campanhas eleitorais. / Salvador