Banca de QUALIFICAÇÃO: GIOVANNA OLIVEIRA LIMA DE ABREU

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : GIOVANNA OLIVEIRA LIMA DE ABREU
DATE: 18/07/2022
TIME: 10:00
LOCAL: Videocoferência
TITLE:

BIG DATA AND THE DATAFITED CONSUMER: PERSPECTIVES FOR AN ADAPTATION OF THE OPERANDI ADVERTISING MODUS IN THE NORTHEAST AND BRAZIL

KEY WORDS:

KEY-WORDS: Big Data. Scored Consumer. Advertising. Latin America.

PAGES: 95
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Teoria da Comunicação
SUMMARY:

ABSTRACT

Technological advances point to paths of rupture, uncertainty and inexorability. In an accelerated way, we see the most diverse sectors of the market being 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 very 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 theoretical-systematic research, bibliometric research, empirical research with direct observation, interviews, field diary and participation in the process of building teaching practices. The empirical research will take place in the Advertising courses of two private colleges (Estácio/RN and Iesp/JP) and one federal university (UFRN). The methodological decisions will be reconciled with the socio-semiotic theoretical approach worked by LANDOWSKI (2014) whose formation implies four types of interaction regimes, essential to classify the interaction logic of the datified consumer with the algorithmic systems. 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 understand 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.

COMMITTEE MEMBERS:
Presidente - ***.794.654-** - MARIA DAS GRAÇAS GALVÃO PINTO COELHO - UFRN
Interno - 1319361 - JUCIANO DE SOUSA LACERDA
Interno - 2178719 - MARCELO BOLSHAW GOMES
Externo à Instituição - CLÁUDIO CARDOSO DE PAIVA - UFPB