A ciberpublicidade e as interações em rede: estudo exploratório sobre práticas de consumo no Facebook

Abstract

This dissertation aims to study the interactions and practices of cultural and media consumption that are established in the space of social media on the internet, more specifically on Facebook, as from cyberpublicities. This is a theoretical and empirical research of an exploratory nature, using non-participant observation and content analysis to understand the relationship between social media on the Internet, interaction, cyberpublicity and consumption. It begins with the premise that, with digital technologies, there is a reconfiguration in the communication relations and in the cyberspace: the subjects acquire new roles, increasing their possibilities of speaking; There is a growing presence of brands; and the presentation of new advertising strategies - cyberpublicity - in an attempt to dialogue with this new subject - the cyber consumer. Four advertisements were selected, two of which are national and two are local (in Belém-PA), for the analysis of the subjects' interactions in the respective brands’ fan pages. These relational dynamics between subjects, brands and advertising are built from the interactions mediated by the computer, pointing to new practices of cultural and media consumption. According to the results analysis, different types of interactions were identified: those dealing with cyberpublicity; those that establish relationship with the advertiser; those that are characterized by interagent tagging; and symbolic reactive interactions. These different interactions reflect the functioning of social networks on the Internet when subjects interact with cyberpublicity and demonstrate that there is opportunity for brands to manifest and present their advertising content to cyberconsumers, regardless of the size of the company and the place of performance, as occurs with the local brands. Based on the analysis of these interactions in networks, stands out the importance and the challenge of this investigation, considering all interactors (humans and machines) and having cyberpublicity as mediator in this process.