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Made available in DSpace on 2016-10-13T14:10:26Z (GMT). No. of bitstreams: 1 Gracy Cristina Astolpho Duarte.pdf: 2595005 bytes, checksum: 0adf0fac4192cc4b1a70ee42e7596476 (MD5) Previous issue date: 2016-03-17 / This study presents the research that investigated the strategies used in advertising productions based on entertainment dynamics that focus on customers connected through social networks. Empirical research aimed at understanding the relationship between communication, consumption, entertainment and social networks in advertising campaigns from recognized brands in Brazil. By using the netnographic method and considering the last four years for the corpus, the research selected five advertising campaigns with major social networks repercussion. The methodology for the treatment of the selected material combined content analysis and a critical-descriptive evaluation of the various elements in the selected campaigns. In today s consumer society, advertising and digital media are important resources for production markets of material and symbolic goods. According to the analysis proposed in this study, social network websites are considered as facilitators of a dialogue between brands and costumers. Their intelligent monitoring systems become important marketing resources once they provide valuable information and metrics about the profiles and preferences of customers. Therefore, modern advertising adapts its traditional resources of creative narrative and persuasive discourse into productions that make use of entertainment to present playful proposals that draw the attention of online customers, engaging them in interactions mediated by the brand as part of everyday leisure activities. As can be seen in this investigation, engaging the online consumer and leading him or her to an interaction with those brands, has become a strategic move in contemporary advertising. From the point of view of the market, the consumer is taken as the active subject of social relations that become especially attractive in quantified digital social networks. Thus, what we have here as the convocation of the online connected customer. / O presente estudo apresenta a pesquisa que investigou as estratégias aplicadas em produções publicitárias que se valem de dinâmicas de entretenimento para interpelar o consumidor interligado às redes digitais. Trata-se de uma pesquisa empírica que buscou compreender as relações entre comunicação, consumo, entretenimento e mídia digital em campanhas publicitárias de marcas reconhecidas em território nacional. A pesquisa de caráter netnográfico resultou na seleção de cinco campanhas publicitárias de ampla repercussão nas redes sociais digitais nos últimos quatro anos para o corpus do estudo. Como metodologia, para o tratamento do material selecionado, fez-se análise de conteúdo e avaliação crítico-descritiva dos diversos elementos das campanhas em questão. Na sociedade de consumo atual, a publicidade e as mídias digitais apresentam-se como recursos importantes para os mercados de produções materiais e simbólicas. Conforme a análise dos resultados, os sites de redes sociais configuram-se como facilitadores nos processos de diálogos entre marcas e consumidores. Seus sistemas inteligentes de monitoramento tornam-se importantes recursos de marketing por oferecerem valiosas informações e métricas sobre os perfis e preferências dos usuários. Assim sendo, a publicidade atual adapta seus recursos tradicionais de narrativas criativas e discursos persuasivos em produções que se servem do entretenimento para apresentar propostas lúdicas que visam a atrair a atenção dos internautas e engajá-los em interações mediadas pela marca como parte das práticas de lazer cotidiano. Como se pôde constatar na pesquisa, promover o envolvimento do consumidor online e levá-lo a interagir com as marcas anunciantes nas redes sociais digitais configuram um objetivo estratégico da publicidade contemporânea. No centro dos interesses mercadológicos, o consumidor é tomado como sujeito ativo de relações sociais que se tornam especialmente atraentes no ambiente quantificado das redes digitais, instituindo-se o que reconhecemos aqui como a convocação do consumidor conectado.

La première partie de l’étude est consacrée à l’invocation, intra et extra muros, du droit à un procès équitable. Sont analysés ainsi, dans un premier temps, l’applicabilité directe de l’article 6 et la subsidiarité de la Convention par rapport au droit national et de la Cour Européenne des Droits de l’Homme par rapport aux juridictions nationales. Le droit à un procès équitable étant un droit jurisprudentiel, l’étude se focalise, dans un second temps, sur l’invocabilité des arrêts de la Cour Européenne et plus précisément sur l’invocabilité directe de l’arrêt qui constate une violation du droit à un procès équitable dans une affaire mettant en cause l’Etat et l’invocabilité de l’interprétation conforme à l’arrêt qui interprète l’article 6 dans une affaire mettant en cause un Etat tiers. L’introduction dans l’ordre juridique français et hellénique de la possibilité de réexamen de la décision pénale définitive rendue en violation de la Convention a fait naitre un nouveau droit d’accès à la Cour de cassation lequel trouve son terrain de prédilection aux violations de l’article 6 et constitue peut-être le pas le plus important pour le respect du droit à un procès équitable après l’acceptation (par la France et la Grèce) du droit de recours individuel. Quant au faible fondement de l’autorité de la chose interprétée par la Cour Européenne, qui est d’ailleurs un concept d’origine communautaire, cela explique pourquoi un dialogue indirect entre la Cour Européenne et la Cour de cassation est possible sans pour autant changer en rien l’invocabilité de l’interprétation conforme et le fait que l’existence d’un précédent oblige la Cour de cassation à motiver l’interprétation divergente qu’elle a adoptée.La seconde partie de l’étude, qui est plus volumineuse, est consacrée aux garanties de bonne administration de la justice (article 6§1), à la présomption d’innocence (article 6§2), aux droits qui trouvent leur fondement conventionnel dans l’article 6§1 mais leur fondement logique dans la présomption d’innocence et aux droits de la défense (article 6§3). Sont ainsi analysés le droit à un tribunal indépendant, impartial et établi par la loi, le délai raisonnable, le principe de l’égalité des armes, le droit à une procédure contradictoire, le droit de la défense d’avoir la parole en dernier, la publicité de l’audience et du prononcé des jugements et arrêts, l’obligation de motivation des décisions, la présomption d’innocence, dans sa dimension procédurale et personnelle, le « droit au mensonge », le droit de l’accusé de se taire et de ne pas contribuer à son auto-incrimination, son droit d’être informé de la nature et de la cause de l’accusation et de la requalification envisagée des faits, son droit au temps et aux facilités nécessaires à la préparation de la défense, y compris notamment la confidentialité de ses communications avec son avocat et le droit d’accès au dossier, son droit de comparaître en personne au procès, le droit de la défense avec ou sans l’assistance d’un avocat, le droit de l’accusé d’être représenté en son absence par son avocat, le droit à l’assistance gratuite d’un avocat lorsque la situation économique de l’accusé ne permet pas le recours à l’assistance d’un avocat mais les intérêts de la justice l’exigent, le droit d’interroger ou faire interroger les témoins à charge et d’obtenir la convocation et l’interrogation des témoins à décharge dans les mêmes conditions que les témoins à charge et le droit à l’interprétation et à la traduction des pièces essentielles du dossier. L’analyse est basée sur la jurisprudence strasbourgeoise et centrée sur la position qu’adoptent la Cour de cassation française et l’Aréopage. / The first party of the study is dedicated to the invocation of the right to a fair trial intra and extra muros and, on this basis, it focuses on the direct applicability of Article 6 and the subsidiarity of the Convention and of the European Court of Human Rights. Because of the fact that the right to a fair trial is a ‘‘judge-made law’’, the study also focuses on the invocability of the judgments of the European Court and more precisely on the direct invocability of the European Court’s judgment finding that there has been a violation of the Convention and on the request for an interpretation in accordance with the European Court’s decisions. The possibility of reviewing the criminal judgment made in violation of the Convention has generated a new right of access to the Court of cassation which particularly concerns the violations of the right to a fair trial and is probably the most important step for the respect of the right to a fair trial after enabling the right of individual petition. As for the weak conventional basis of the authority of res interpretata (“autorité de la chose interprétée”), this fact explains why an indirect dialogue between the ECHR and the Court of cassation is possible but doesn’t affect the applicant’s right to request an interpretation in accordance with the Court’s decisions and the duty of the Court of cassation to explain why it has decided to depart from the (non-binding) precedent.The second party of the study is bigger than the first one and is dedicated to the guarantees of the proper administration of justice (Article 6§1), the presumption of innocence (Article 6§2), the rights which find their conventional basis on the Article 6§1 but their logical explanation to the presumption of innocence and the rights of defence (Article 6§3). More precisely, the second party of the study is analyzing the right to an independent and impartial tribunal established by law, the right to a hearing within a reasonable time, the principle of equality of arms, the right to adversarial proceedings, the right of the defence to the last word, the right to a public hearing and a public pronouncement of the judgement, the judge’s duty to state the reasons for his decision, the presumption of innocence, in both its procedural and personal dimensions, the accused’s right to lie, his right to remain silent, his right against self-incrimination, his right to be informed of the nature and the cause of the accusation and the potential re-characterisation of the facts, his right to have adequate time and facilities for the preparation of the defence, including in particular the access to the case-file and the free and confidential communication with his lawyer, his right to appear in person at the trial, his right to defend either in person or through legal assistance, his right to be represented by his counsel, his right to free legal aid if he hasn’t sufficient means to pay for legal assistance but the interests of justice so require, his right to examine or have examined witnesses against him and to obtain the attendance and examination of witnesses on his behalf under the same conditions as witnesses against him and his right to the free assistance of an interpreter and to the translation of the key documents. The analysis is based on the decisions of the European Court of Human Rights and focuses on the position taken by the French and the Greek Court of Cassation (Areopagus) on each one of the above mentioned rights.