Big Data e o consumidor dataficado: perspectiva para uma adaptação do modus operandi publicitário no Nordeste e no Brasil
Technological advances point to paths of rupture, uncertainty and inexorability. In an accelerated way, we see the most diverse sectors of the market already reconfigured. Technologies developed from Big Data systems and tools are not the epicenters of these transformations. Refusing speculations...
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| Formato: | doctoralThesis |
| Idioma: | pt_BR |
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Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/56858 |
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| Resumo: | Technological advances point to paths of rupture, uncertainty and inexorability. In an
accelerated way, we see the most diverse sectors of the market already reconfigured.
Technologies developed from Big Data systems and tools are not the epicenters of these
transformations. Refusing speculations that perceive the algorithmic language as a parallel
universe or something far from the current reality, this research aims to investigate the skills
that Brazilian professionals in the Advertising area need to acquire to operate in a global
market that has made the datafied consumer its protagonist. As a strategy to draw the path that
Advertising needs to measure, we intend to base our discussions around methodologies such
as empirical research with direct observation and participation in the process of building
teaching practices. The empirical research will take place in the Advertising course a private
college, Estácio/RN. Due to the SARS CoV-2 pandemic, we have adapted the data collection
method. We did a wide internet sweep, searching for research, maps and information,
including regarding the impact of the pandemic itself on the object of study. The work also
combines different case studies that analyze the particularities of each proposal on different
negotiations. In addition, we produced a cartography of datafication within the field of
advertising to understand how scientific research in the area addresses the topic. To
understand the links between the mediations, the network and the members of this
interconnected system, we adopted the Actor-Network Theory (LATOUR, 2012; LEMOS,
2013, 2016). In order to problematize the brazilian reality, specifically in the field of
Advertising, we use the studies of BRUNO; CARDOSO; MELGAÇO; GUILHON and
KANASHIRO (2019). These observations on the methodology add knowledge for an
understanding of scientific research that aims to suggest analytical-methodological categories,
such as understanding the communicational, social and educational practices in Advertising
courses, considering the technological changes that the world has been going through.
Considering the disputes that occur today from informational territories, we understand that
the achievements of science represent an opportunity, but only if there is a new social pact
between governments, the private sector, academia and the dicent community, in order to
change education systems and the way countries tackle technological problems. The purpose
of the research, therefore, is to enlighten the processes of understanding communication and
advertising so that the modus operandi of this market does not distance itself from the social,
economic, political and marketing reality, but anticipates or at least follows the changes already outlined. |
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