Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-25T16:36:01Z No. of bitstreams: 1 Diana G Macedo.pdf: 2647071 bytes, checksum: 129185202232aa8e6fa8fc940f0bec10 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-25T16:36:13Z (GMT) No. of bitstreams: 1 Diana G Macedo.pdf: 2647071 bytes, checksum: 129185202232aa8e6fa8fc940f0bec10 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-25T17:24:06Z (GMT) No. of bitstreams: 1 Diana G Macedo.pdf: 2647071 bytes, checksum: 129185202232aa8e6fa8fc940f0bec10 (MD5) / Made available in DSpace on 2016-11-25T17:25:24Z (GMT). No. of bitstreams: 1 Diana G Macedo.pdf: 2647071 bytes, checksum: 129185202232aa8e6fa8fc940f0bec10 (MD5) Previous issue date: 2010-03-30 / Since we live in a consumer society, we consider very important to get to know it, which means, to understand better the process of consumption. We try to get to know the receptors/consumers in their daily cultural practices, considering the consumption of the media and the consumption of material/symbolical goods, through the inter-relations communication, reception and consumption. The object of this research are the relations between communication/reception/consumption in three categories of television time slot: news, soap opera and advertising, inserted in the brazilian and portuguese prime time, especially advertising, due to its close relationship with both sides: production and consumption. This research attempts to identify the profile of receptors/consumers “draw” in each of these categories, which means, to understand with whom they dialogue in particular and, secondly, to investigate with the receptors/consumers the appropriations and attribution of meanings to the media categories already established, through the application of questionnaires with open and closed questions and focus group. / Já que vivemos numa sociedade de consumo, consideramos indispensável conhecê-la, ou seja, entender melhor o processo através do qual o consumo se dá. Busca-se, através das inter-relações comunicação, recepção e consumo, conhecer os receptores/consumidores em suas práticas culturais presentes no seu cotidiano, em relação ao consumo de mídia e ao consumo dos variados bens materiais em interface com o simbólico. O objeto dessa pesquisa são as relações comunicação/recepção/consumo em três categorias da programação televisiva: telejornal, telenovela e publicidade, inseridas na grade de programação do prime time brasileiro e português, com destaque para a publicidade, devido a sua estreita relação com o lado da produção e do consumo. Essa pesquisa tenta identificar o perfil dos receptores/consumidores “desenhado” em cada uma dessas categorias, ou seja, procura entender com quem elas dialogam mais especificamente, e, num segundo momento, investigar junto aos receptores/consumidores as apropriações e as atribuições de sentido às categorias da programação midiática pré-estabelecidas, através da aplicação de questionários com perguntas abertas e fechadas e de discussão em grupo.

The purpose of the study was to study trust between Airbnb hosts and users. The complexity of the sharing economy lies in the fact that it lacks formal contracts and laws that support the private individuals included in an agreement. This type of economy is not in complete absence of laws. But laws that usually apply outside the sharing economy are not supported in this type of organizational form. Then the problem arises, when trust must be created between each other, since there are no laws to lean on disputes, fraud etc. not only that the sharing economy is characterized by uncertainty, the booking takes place digitally, which contributes with even greater uncertainty. The actors are forced to find ways to create security in the form of trust. The authors of the study have therefore investigated how Airbnbs' hosts and users create trust between each other. The study was based on a qualitative research method in the form of twelve semi-structured telephone interviews. The study's theoretical frame of reference consisted of previous research on the sharing economy, trust in the sharing economy and peer-to-peer asset sharing. The result was that respondents using the feedback system consisting of reviews and reviews and the person's profile create an idea of ​​the person and then get their own impression when they have a conversation with the person. Communication, feedback system and profile are thus the three ways that give an impression that further shapes and creates trust between users and hosts on Airbnb.