Narrativa(s) em jogo: a ciberpublicidade fílmica de The Last of Us Part II e suas implicações éticas
The media convergence process has changed the way content is created and consumed in society. In this scenario, the use of cyber-advertising becomes essential in the dissemination of global cultural products that, in addition to engaging the public, also enable the creation of a loyalty relations...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/34432 |
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| Resumo: | The media convergence process has changed the way content is created and
consumed in society. In this scenario, the use of cyber-advertising becomes essential
in the dissemination of global cultural products that, in addition to engaging the public,
also enable the creation of a loyalty relationship between the audience and the brand.
The present work aims to conduct an ethical discussion on the manipulation of
transmedia narratives used in the cyber publicity of The Last of Us II. The theoretical
reflection for the work addresses discussions about game narratives, transmedia,
cyber-advertising and ethics from authors such as Cândida Vilares Gancho, João
Anzanello Carrascoza, Henry Jenkins, Gino Giacomini Filho, among others.
Methodologically, based on Raquel Recuero and Robert Kozinets, the cyber-publicity
films created for the campaign to publicize the game, launched in 2020 by the producer
Naughty Dog and distributed by Sony Interactive Entertainment for the Playstation 4,
were analyzed. This public debate is urgent and essential for a better understanding
of cyber advertising strategies. At the end of the analysis it was found that some of the
cyber-advertising films distort the game's narrative for the creation of the pieces. In this
way, an unethical resource is identified in the construction of communicational
solutions, which weakens the perception of the discourse created, compromising the
consumption relationship with the brand and belief in the content developed about the
game to be launched. |
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