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Estratégias de marketing onlife : discursos líquidos em novos contextos de consumo
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O presente trabalho surge da análise das possibilidades de mudança dos paradigmas da atual
ordem social estabelecida, principalmente através dos novos cenários gerados e geradores das
novas tecnologias. Serão analisadas, portanto, as perspectivas de conexão entre as pessoas,
pelas obras de autores como Fairclough, Bauman, Halliday, Castells e Debord, de modo que
as temáticas que envolvem áreas abrangentes como Comunicação & Marketing e Análise do
discurso estão intrincados de maneira híbrida, variada e complexa. A análise se debruça sobre
os discursos nas mídias sociais em âmbito digital, ou seja, o contexto social é de extrema
importância para este trabalho, junto às ferramentas e plataformas disponíveis, com seus
limites e possibilidades. Entre estratégias de Marketing e análise do discurso, dois conceitos
serão apresentados neste trabalho: OnLife e Discursos Líquidos, de modo a corroborar com o
discurso como uma prática social, como um grande contributo para as mudanças sociais, sob
os mais variados panoramas.
This dissertation arises from the analysis of the possibilities for changing the paradigms of the current established social order, mainly through the new scenarios generated and generators of new technologies. Therefore, the perspectives of connection between people will be analyzed, by the works of authors such as Fairclough, Bauman, Halliday, Castells and Debord, so that the themes involving broad areas such as Communication & Marketing and Discourse Analysis are hybridly intricate. The analysis focuses on the discourses on social media in digital scope, that is, the social context is extremely important for this work, along with the tools and platforms available, with their limits and possibilities. Among Marketing strategies and discourse analysis, two concepts will be presented in this work: OnLife and Liquid Discourses, in order to corroborate discourse as a social practice, as a great contribution to social changes, under the most varied panoramas.
This dissertation arises from the analysis of the possibilities for changing the paradigms of the current established social order, mainly through the new scenarios generated and generators of new technologies. Therefore, the perspectives of connection between people will be analyzed, by the works of authors such as Fairclough, Bauman, Halliday, Castells and Debord, so that the themes involving broad areas such as Communication & Marketing and Discourse Analysis are hybridly intricate. The analysis focuses on the discourses on social media in digital scope, that is, the social context is extremely important for this work, along with the tools and platforms available, with their limits and possibilities. Among Marketing strategies and discourse analysis, two concepts will be presented in this work: OnLife and Liquid Discourses, in order to corroborate discourse as a social practice, as a great contribution to social changes, under the most varied panoramas.
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Marketing - Recursos na Internet Discurso (Linguística) - Aspectos sociais Internet - Linguagem Sociedade de consumo Civilização - séc.21 Pós-modernismo - Aspectos sociais Teses de mestrado - 2020