Made available in DSpace on 2016-04-26T18:17:33Z (GMT). No. of bitstreams: 1 Renata Correia Lima Ferreira Gomes.pdf: 13310244 bytes, checksum: 461b70952a77f132a4d560c29c6c5e16 (MD5) Previous issue date: 2008-11-03 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / From the conceptual of character-oriented games and of simulation games the present research draws the idea of narrative games as an immersive simulation , to be experienced by the interactor through his or her traversing the virtual space of the game as an implicated character and through his or her interaction with the autonomous characters of the game. We carry through the hypothesis that the key for the implentation of a dramatic strutucture in the game albeit fundamentally different from that of film or theater is in the design of autonomous characters. These we take to be object inhabiting the space-time of the game, carrying a high degree of autonomy, complexity and intentionality, who, through the possibility of empathy, constitute in themselves a pathway towards a dramatic entity with or against whom the interactor has to act. To demonstrate that, we describe narrative as a evolutionary strategy towards a causal mindframe, which evolves side-be-side with the media that materialize it, from oral narratives to 3D interactive digital pieces. A second step toward demonstrating our hypothesis is to describe autonomous characters through Artificial Intelligence applied to narrative: the believable characters . We take as a reference the work of the research groups Oz and Synthetic Characters, and of Brazilian game designer Marcos Cuzziol. Finally, a third step is to approach the nature of the fiction character, through the work of Aristotle and Fernando Segolin, and the concept of empathy, under the approach of Evan Thompson. Empathy here is understood as pre-condition for the comprehension of the Other and of ourselves as affective, emotional and intentional entities. To illustrate this final view, we analyze a few aspects of the Creatures from the games Black & White I e II, in an attempt to point out how some qualities proposed are instantiated / A partir do universo dos games de personagem e games de simulação , a pesquisa em curso pretende descrever a narrativa nos games como uma simulação imersiva , a ser experimentada pelo interator através de seu percurso pelo espaço virtual do game no papel de um personagem e de sua interação com personagens autônomos, operados pelo software. Levamos adiante a hipótese de que a peça-chave para a implementação de uma estrutura dramática no game ainda que fundamentalmente diferente daquela conhecida no cinema e teatro - jaz no design dos personagens autônomos. Estes entendemos como objetos do espaço-tempo virtual, dotados de alto grau de autonomia, complexidade e intencionalidade, que, através da possibilidade de empatia, constituiriam em si o caminho para a emergência de uma vontade dramática com/contra a qual o interator teria que lidar. Para isto, descrevemos a narrativa como uma estratégia evolutiva de pensamento comunicacional e causal, que se desenvolve de acordo com os meios nos quais se materializa, da oralidade primária ao audiovisual digital interativo 3D. Um segundo passo trata de descrever os personagens autônomos, em sua faceta de Inteligência Artificial voltada para games e narrativas interativas: os agentes verossímeis . Para isso, tomamos como referência o trabalho dos grupo de pesquisa Oz e Sythetic Characters, assim como do game designer brasileiro Marcos Cuzziol. Um terceiro passo consiste em abordar a natureza da personagem de ficção a partir de Aristóteles, Fernando Segolin e do conceito de empatia, sobretudo na visão de Evan Thompson, esta entendida como pré-condição para a compreensão do outro e de nós mesmos como entidades afetivas, emocionais e intencionais. Para finalizar, procedemos a uma análise de alguns aspectos das Criaturas dos jogos Black & White I e II, na tentativa de descrever como se instanciam algumas qualidades das propostas anteriores

Background: In the topic of marketing, Artificial Intelligence has a tremendous influence on social media. Deepfake technology which is a product of Generative Artificial Intelligence (GAI) is the tool that simplifies the creation of hyper-realistic videos. In general, this technology has been used in identification thefts, pornographic, propaganda, and spreading misinformation. Thus, this study wonders about the possibility of using this technology in marketing. Therefore, this study focuses on Consumer perception connected to concepts such as Consumer attitude, Consumer trust, and Brand authenticity  Purpose: The purpose of this study is to explore how customer attitude, consumer trust, and brand authenticity are influenced by deepfake videos to understand consumer perceptions towards deepfake videos.  Methodology: This abductive master’s thesis employed a qualitative approach to collect empirical data. Drawing inspiration from semi-structured interviews, questions were formulated for use in five focus groups comprising a total of 24 participants. Thematic analysis was employed as the research methodology to code and categorize the transcriptions. The data obtained from the focus groups were transcribed and coded using Delvetool.  Findings: Consumer perception on the use of deepfake technology in marketing, noting both opportunities and concerns. While deepfake offers potential for brand expansion and streamlined content creation, its illegal use poses societal risks. Participants expressed mixed feelings about deepfake technology, finding it both impressive and daunting. For marketing, deepfake simplifies content creation but must be used legally and aligned with brand identity. Transparency and credibility are crucial to shaping consumer attitudes and trust, which in turn affect brand authenticity. Misuse of deepfake content can harm brand image and credibility, leading to negative consumer perceptions and behaviors. Ultimately, whether perceived positively or negatively, deepfake use influences consumer behavior, either fostering brand loyalty or eroding trust and advocacy.