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Novos paradigmas de consumo e comunicação: o DIY e o poder ao consumidor
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Resumo(s)
Esta investigação incide na comunicação feita pelas empresas, no sentido de fazer os consumidores sentirem-se capacitados e poderosos. O objectivo principal é compreender de que forma as empresas procuram proporcionar aos consumidores a sensação de poder de decisão. Partiu-se do conceito Do-It-Yourself (DIY) de Watson (2008) e da afirmação pessoal e criativa do indivíduo através dos objectos que consome, aludida por Bauman (2007).
A nossa atenção centrou-se nas empresas que vendem produtos que podem ser personalizados, montados e co-criados pelos consumidores. Para o efeito, visitou-se as lojas e analisou-se catálogos e websites de três empresas de decoração e móveis por montar: AKI, Ikea, Leroy Merlin. Foram ainda entrevistados e observados consumidores destas marcas, aquando do processo de montagem dos materiais adquiridos, para aferir da importância por eles atribuída ao DIY.
Após a investigação verificou-se que os conceitos DIY e empowerment estão fortemente presentes na comunicação destas marcas. Por outro lado, notou-se interesse por parte dos consumidores em adoptar actividades DIY, na medida em que estas os fazem sentir mais capazes, inteligentes, autónomos e poderosos.
This research focuses on the communication of the companies, in order to make consumers feel capable and powerful. The main objective is to understand how companies seek to provide consumers with a sense of decision-making power. We draw on Watson’s (2008) concept Do-It-Yourself (DIY) and the affirmation of personal and creative individuality through the objects consumed, alluded to by Bauman (2007). Our attention focused on companies that sell products that can be customized, assembled and co-created by consumers. For achieving the objectives, shops were visited the shops and catalogs and websites of three companies of decor and furniture unassembled, AKI, Ikea and Leroy Merlin, were analyzed. Also, consumers of these brands were interviewed and observed during the assemblage process of the materials purchased, and the importance they give to in DIY was assessed. This investigation revealed that the concepts DIY and empowerment are strongly present in the communication of these brands. Moreover, it was noted the interest of the consumers in adopting DIY activities since these activities make them feel more capable, intelligent, autonomous and powerful.
This research focuses on the communication of the companies, in order to make consumers feel capable and powerful. The main objective is to understand how companies seek to provide consumers with a sense of decision-making power. We draw on Watson’s (2008) concept Do-It-Yourself (DIY) and the affirmation of personal and creative individuality through the objects consumed, alluded to by Bauman (2007). Our attention focused on companies that sell products that can be customized, assembled and co-created by consumers. For achieving the objectives, shops were visited the shops and catalogs and websites of three companies of decor and furniture unassembled, AKI, Ikea and Leroy Merlin, were analyzed. Also, consumers of these brands were interviewed and observed during the assemblage process of the materials purchased, and the importance they give to in DIY was assessed. This investigation revealed that the concepts DIY and empowerment are strongly present in the communication of these brands. Moreover, it was noted the interest of the consumers in adopting DIY activities since these activities make them feel more capable, intelligent, autonomous and powerful.
Descrição
Tese de Mestrado em Comunicação Social
Palavras-chave
Capacitação Consumo Estratégia de marketing Faça-você-mesmo Pós-modernidade Consumption Do-It-Yourself Empowerment Marketing strategy Postmodernity
Contexto Educativo
Citação
Editora
Instituto Superior de Ciências Sociais e Políticas