O processo de pesquisa publicitária na era da sociedade líquida: uma proposta hipermidiática / The process of advertising research in the era of liquid society: a hypermedia proposal

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

The objective of this dissertation is to analyze the relationship between current processes of advertising research and the language of hypermedia. From a methodological point of view, we undertake a systematic analysis of secondary sources on the relationship mentioned above, as well as an analysis of the primary documentation of proposals for the use of hypermedia in propaganda research. The authors we analyze are Zigmunt Bauman, Lucia Santaella, Sergio Bairon, Vicente Gosciola, Oscar Cesarotto, Marshall McLuhan, Muniz Sodré and George Landow. The work of Zigmund Bauman provides a framework for an analytical understanding of contemporary society as a liquid society. He has developed the concepts of velocity, flexibility, adaptability, mutability and dynamism that are fundamental to understand current societies. On the other hand, Santaella, Gosciola, Bairon and Landow offer a conceptualization of hypermedia language present in the new structures of digital communication. And authors like Sodré and Cesarrotto have made important contributions from a psychoanalytical and anthropological perspective to the critique of modern advertising. This dissertation is a contribution to both the analysis of the current practice in the field of communications in Brazil as well as to the scientific study of social communications. We will analyze the current methodologies of marketing associated with advertising and show how new methodologies involving hypermedia can be used to develop new strategies in the fields of marketing and advertising. Our working hypothesis is that the language of hypermedia is the only language capable of handling the current characteristics of advertising, both in terms of research concerning the building of communication and in terms of the dialogue between qualitative marketing research and the sectors responsible for the creation of advertising. This dissertation is also relevant to the field of media research because it analyses the relationship between marketing research and advertising in different media, emphasizing the understanding of hypermedia as a methodology for the study of liquid modernity. For this purpose we investigate the stages toward the building of a media product by means of the concepts and hypotheses culled from the theoretical literature

ASSUNTO(S)

multimidia interativa hipermídia hypermedia pesquisa de mercado comunicacao digital communication comunicacoes digitais market research comunicação digital advertising publicidade

ACESSO AO ARTIGO

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